Methods of speech influence on personality. Speech influence and speech strategies Examples of methods of speech influence

Speech influence is understood as speech communication, taken in the aspect of its purposefulness and motivational conditioning. It is well known that in any act of verbal communication, communicants pursue certain non-speech goals, which ultimately regulate the activity of the interlocutor. Fundamentals of the theory of speech influence. L, 1978. P. 9.

The phenomenon of speech influence is associated, first of all, with the target setting of the speaker - the subject of speech influence. To be a subject of speech influence means to regulate the activity of your interlocutor (not only physical, but also intellectual). With the help of speech, they encourage a communication partner to start, change, or finish any activity, influence his decision-making or his ideas about the world. Thus, the analysis of speech influence is usually carried out from the position of one of the communicants - the subjects of speech influence, and the communication partner acts as the object of influence. “Speech influence is a unidirectional speech action, the content of which is the social impact on the speaker in the process of communication.” Speech influence in the field of mass communication. M, 1990. P. 100.

In the work of L.L. Fedorova, the following types of speech influence are distinguished:

1) social;

2) expression of will;

3) explanation, information;

4) evaluative and emotional Psychology of speech influence and its place in the structure of communication. M, 1991. P. 124.

In accordance with the proposed classification, social includes influence in situations where there is no transfer of information as such, but there are certain social acts (greeting, oath, prayer). Expressions of will include speech acts of orders, requests, refusals, advice, etc., that is, all speech acts aimed at ensuring that the object fulfills the will of the speaker. Evaluative and emotional types of speech influence are associated with social, objectively established moral and legal relations or with the area of ​​interpersonal subjective-emotional relations (blame, praise, accusation, insult, threat). The author considers explanation, report, message, recognition to be the “explanation and informing” type.

A different approach to the typology of speech influence is proposed in the work of Pocheptsov. Reactions from the addressee are analyzed here:

1) a change in attitude towards any object, a change in the connotative meaning of the object for the subject (expressed in appeals, slogans, advertising);

2) formation of a general emotional mood (lyrics, hypnosis, political appeal);

The strategy of speech behavior covers the entire sphere of construction of the communication process, when the goal is to achieve certain long-term results. In the most general sense, speech strategy includes planning the process of speech communication depending on the specific conditions of communication and the personalities of the communicants, as well as the implementation of this plan. In other words, a speech strategy is a complex of speech actions aimed at achieving a communicative goal.

Since strategies are focused on future speech actions and are associated with predicting a situation, their origins should be sought in the motives that govern human activity. In most studies of speech communication, the ontological premise is the idea of ​​the non-independence of speech, its subordination to the goals of a certain activity. This ontological premise was developed in the general psychological theory of activity by A.N. Leontyev Leontyev A.N. Activity. Consciousness. Personality. M, 1977. P. 245. In accordance with it, in the process of verbal communication, communicants, regulating each other’s behavior, carry out joint activities. Consequently, verbal communication is such a purposeful activity of people that allows them to organize cooperation.

To analyze speech communication and, in particular, speech strategies, from the activity theory of A.N. Leontiev's most productive concepts are goals, motives, and actions. In a simplified form, their relationship can be described as follows. Action is a purposeful activity of a person, that is, each action has its own purpose (there are no aimless speech actions). Activity (as a set of actions) also has its own goal, which is called a motive.

“Applying the concepts of activity theory to speech, we can conclude: speech has not only an immediate goal, but also a motive - that for the sake of which the speech goal is achieved. When listening to another person speak, we always strive to understand why he is speaking. Without understanding the motive of speech actions, we cannot fully understand the meaning of the statement. Thus, any activity (including speech) is a process directed and stimulated by a motive - that in which this or that need is “objectified”. A need is always a need for something. Before its first satisfaction, the need “does not know” its object; it must be discovered. Only after this does the “object” acquire its motivating power, that is, it becomes a motive.” Optimization of speech influence. M, 1995. P. 180.

Motives are not always recognized by the subject; moreover, quite often the motivation given by a person does not coincide with the actual motive(s). Awareness of motives is a secondary phenomenon, arising only at the level of the individual and improving as it develops.

Undoubtedly, the formation of motives for electoral behavior is also influenced by such a “correction coefficient” as the circumstances of a specific time and place of holding elections of a certain level.

The following objective factors have a decisive influence on the nature of electoral behavior:

* social origin of voters;

* social affiliation of certain groups of voters (their socio-economic status);

* social environment (influence of informal and formal groups);

* gender, age of voters;

* nationality of the electoral corps;

* religiosity;

* internal and external political situation of the country;

* geographical conditions.

Among the most important subjective factors influencing electoral decisions are: the specifics of political culture, the manipulative influence of parties and organizations expressing their social and political strategy, as well as the psychological pressure of the media.

However, modern studies of the electorate do not allow us to talk about the existence of an unambiguous set of factors that determine electoral behavior.

Almost all political parties in one way or another oppose Putin’s policies, arguing that a Putin cult is already taking shape. Thus, Zyuganov emphasizes that Putin “today has more power than the Egyptian pharaoh, the tsar and the general secretary of the CPSU Central Committee combined.”

The opposition is also motivated by the parties' confidence that the elections put an end to the post-Soviet illusion that Russia could quickly become a democratic country.

Motives can only be identified objectively, by analyzing activities. Subjectively, they appear in their indirect expression - in the form of desire, desire, striving for a goal.

When a subject has a goal, he usually imagines the means to achieve it and wants to achieve it. These experiences serve as internal signals and stimuli. The motive is not directly expressed in them. Thus, communication strategies as a type of human activity have a deep connection with the motives that control the speech behavior of an individual, and a clear, observable connection with needs and desires.

Speech strategy determines the semantic, stylistic and pragmatic choice of the speaker Chudinov A.P. Political linguistics. M, 2007. P. 89. Thus, the strategy of politeness imposes restrictions: what semantic content should be expressed and what should not; what speech acts are appropriate and what stylistic design is acceptable.

Depending on the degree of “globalism” of intentions, speech strategies can characterize a specific conversation with specific goals (to make a request, console, etc.) and can be more general, aimed at achieving more general social goals (establishing and maintaining status, manifestation of power, confirmation of solidarity with the group, etc.).

The classification of general communication strategies depends on the chosen basis. From a functional point of view, we can distinguish basic (semantic, cognitive) and auxiliary strategies.

The main strategy can be called the one that at this stage of communicative interaction is the most significant from the point of view of the hierarchy of motives and goals. Ibid. P. 98. In most cases, the main strategies include those that are directly related to the impact on the addressee, his model of the world, his value system, his behavior (both physical and intellectual).

Auxiliary strategies contribute to the effective organization of dialogue interaction and optimal influence on the addressee. Thus, all components of a communicative situation are strategically significant: the author, the addressee, the communication channel, the communicative context (the message is the subject of semantic strategies). In this regard, one can discover a self-presentation strategy, status and role strategies, emotionally tuning strategies, and others. The communicative situation also dictates the choice of a speech act that is optimal from the point of view of the speaker’s intention. The types considered can be combined into one class - pragmatic strategies.

In accordance with the objectives of monitoring the organization of dialogue, dialogue strategies are used that are used to monitor the topic, initiative, and degree of understanding in the communication process.

A special type of strategic plans is represented by rhetorical strategies, within which various techniques of oratory and rhetorical techniques are used to effectively influence the addressee.

Thus, pragmatic, dialogue and rhetorical types of strategies Chudinov A.P. should be considered auxiliary. Political linguistics. M, 2007. P. 99.

For a public relations specialist, the most interesting are the auxiliary strategies, since the goal of the image maker is not to change the worldview in the head of a potential voter, but the possibility of using various techniques, their effectiveness in the consciousness of a favorable image of the politician

The task of speech influence is to change the behavior or opinion of the interlocutor or interlocutors in the direction required by the speaker. There are the following main ways of verbal influence on another person.

1. Proof.

To prove is to provide arguments confirming the correctness of a thesis. When proving, arguments are presented systematically, thoughtfully, in accordance with the laws of logic. Proof is a logical path of speech influence, an appeal to the logic of human thinking. We prove it this way: “Firstly, secondly, thirdly...”. Proof works well for a person with logical thinking (there is evidence that there are only 2 percent of such people), but logic does not work effectively for everyone (not everyone thinks logically) and not always (in many conditions, emotion completely suppresses logic).

2. Persuasion.

To convince is to instill in the interlocutor confidence that the truth has been proven, that the thesis has been established. Persuasion uses both logic and necessarily emotion, emotional pressure. We convince something like this: “First of all.... Secondly... Believe me, this is how it is! This is true! And others think so. I know that for sure! Well, why don't you believe it? Believe me, this is really so...”, etc. By persuading, we try to actually impose our point of view on the interlocutor.

3. Persuasion.

To persuade is mainly to emotionally encourage the interlocutor to abandon his point of view and accept ours - just like that, because we really want it. Persuasion is always carried out very emotionally, intensely, personal motives are used, it is usually based on repeated repetition of a request or proposal: “Well, please... well, do this for me... well, what does it cost you... I will be very grateful to you.. . I will also do this favor for you if you ever ask... well, what is it worth... well, please... well, I beg you...” Persuasion is effective in situations of emotional arousal, when the interlocutor is equally likely to fulfill the request or not. In serious matters, persuasion usually does not help.

4. Begging.

Begging is a highly emotional request using a simple repeated repetition of the request. The child begs his mother: “Well, buy... well, buy... well, buy... please... well, buy...”.

5. Suggestion.

To suggest is to encourage your interlocutor to simply believe you, to accept on faith what you tell him - without thinking, without critical reflection.

Suggestion is based on strong psychological and emotional pressure, often on the authority of the interlocutor. Strong, strong-willed, authoritative personalities, “charismatic types” (like Stalin) could inspire people with almost anything. Children are very suggestible in relation to adults, young girls and women are often suggestible in relation to rude and decisive men.

6. Order.

To order is to induce a person to do something due to his dependent official, social, etc. provisions regarding the speaker without any explanation of necessity.

The order is effective in relation to subordinates, juniors, lower in the social hierarchy, but ineffective in relation to equals or superiors. The order is psychologically difficult for most people to perceive.

7. Request

To ask is to encourage the interlocutor to do something in the interests of the speaker, guided simply by a good attitude towards the speaker, responding to his need.

The effectiveness of a request is incomparably higher than an order, but there are numerous communication barriers that limit the applicability of a request due to the status of the addressee, the nature of the request, its volume, the moral status of the request, and many others. etc. In addition, there are many possibilities for refusal of a request.

8. Coercion.

To coerce means to force a person to do something against his will.

Coercion is usually based on brute pressure or directly on a demonstration of brute force, threats: “Trick or Treat.”

Which of these methods of speech influence are civilized? In fact, the first seven. Speech influence as a science of effective and civilized communication teaches us to do without coercion. Other methods can be used if there is an appropriate communicative situation for this.

Speech influence is the science of choosing a suitable, adequate method of speech influence on a person in a specific communicative situation, of the ability to correctly combine various methods of speech influence depending on the interlocutor and the communication situation to achieve the greatest effect.

4. The concept of effective communication, its components

The effectiveness of communication in speech influence is considered as the achievement by the speaker of his goals in the conditions of communication.

But a number of caveats are necessary here. Firstly, should the effectiveness of communication be determined in relation to each specific participant in communication or to all of them taken together? Apparently, effectiveness should be determined for each communicator separately. Moreover, in a dialogue, communication can be effective only for one of the participants or for both. In multilateral negotiations, communication may be effective for some participants. In relation to a speaker's performance in front of an audience, the effectiveness of the speaker's performance and the effectiveness of the audience's communication with him will be different.

Secondly, the very concept of effectiveness will, apparently, be associated with the achievement of the goals set by the participant in a given communicative situation.

Effective speech influence is one that allows the speaker to achieve his goal.

However, communication goals may be different:

1. Informational.

The goal is to convey your information to the interlocutor and receive confirmation that it has been received.

2. Subject.

The goal is to get something, learn something, change the behavior of the interlocutor.

3. Communicative.

The goal is to form a certain relationship with the interlocutor. The following types of communication goals can be distinguished: establish contact, develop contact, maintain contact, renew contact, end contact. Communicative goals are pursued by such special speech formulas as greeting, congratulation, sympathy, farewell, compliment etc.

Now let's give a more complete definition of effective speech influence.

Effective speech influence is one that allows the speaker to achieve his goal and maintain a balance of relations with the interlocutor (communicative balance), that is, stay on normal terms with him, not quarrel.

We, however, have already noted above that the speaker’s goals in communication can be different - informational, substantive, communicative. Which of these goals does the speaker need to achieve in order for his speech influence to be considered effective?

Consider the following communicative situations. The signs + and – indicate achievement of the corresponding goal and failure to achieve it.

Of course, the impact is effective if all three goals are achieved (example 1). But this does not always happen, as we see. Variants are possible.

If the informational goal is not achieved (you are not understood), then the effectiveness of speech influence is always zero. Hence the conclusion: we must speak clearly and understandably.

If the communicative goal is not achieved (the relationship is not preserved, broken, the interlocutor is offended), then such influence is also ineffective, since maintaining communicative balance is one of the conditions for the effectiveness of speech influence (by definition, see above).

But if the objective goal is not achieved, then verbal influence can sometimes be effective: if the goal is not achieved for objective reasons (there is physically no salt on the table), but the communicative balance is maintained (example 2).

What if we achieved the substantive and informational goal, but did not achieve the communicative one (example 5)? In this case, there is a result - we received the salt, but did not establish a normal relationship with the interlocutor. Such speech influence is called effective (there is a result), but ineffective (since the second rule - communicative balance - is not observed). Thus, effective and efficient speech influence are two different things.

In other cases, failure to achieve the objective goal indicates the ineffectiveness of speech influence - it means that we did something wrong: we asked the wrong way, we used the wrong techniques, we did not take into account some laws of communication, etc.

People associated with production consider it effective to achieve a goal with a minimum of costs. If the goal is achieved and the costs are low, it means that the activity was effective. A similar point of view is expressed by some experts in the field of business communication: “Business interaction can be called effective if it achieves its goals with minimal expenditure of time and energy and leaves a feeling of satisfaction” (N.V. Grishina. Me and others. Communication in a work team . M., 1990, p. 8).

Thus, the lower the cost of achieving a goal, the more effective our activities (if the goal is achieved). This is an approach from the cost of activities. If in production such an understanding of efficiency is often acceptable and even necessary - increasing production efficiency is achieved by reducing costs to obtain the final result, then in communication such an approach turns out to be not only inapplicable, but also incorrect. Effective communication is not only one that allows one to achieve a result, but one in which the balance of relations between the participants in communication is maintained. Namely, it is to achieve this - maintaining the balance of relationships - that the main part of the communicator’s communicative efforts is often spent (cf. below the communicative law dependence of the result of communication on the volume of communicative efforts, Chapter 3).

In communication, you cannot increase efficiency by reducing costs. On the contrary, it is necessary to use the entire arsenal of verbal and non-verbal means, observe the laws and rules of communication, apply methods of effective speech influence, comply with normative rules of communication, etc. Only maximum effort gives the desired communicative result - the goal of communication is achieved and the balance of relations between the communicators is maintained. The effectiveness of communication is directly proportional to the amount of communication effort expended.

Let us remember the following: short requests and orders are always carried out less willingly - they are usually perceived as ruder and more aggressive. Politeness presupposes appropriate intonation and more detailed formulas for requests, orders, etc. - such formulas allow you to apply several methods of establishing contact, give several signals of politeness and goodwill towards your interlocutor. That is why you need to learn to ask, refuse, etc. expanded - it turns out to be more effective.

If the interlocutors set themselves purely communicative goals - to maintain relationships (small talk, purely phatic dialogue), and at the same time comply with the canons of secular communication accepted in society, then such communication (in the absence of violations) always turns out to be effective, since in this case the substantive the goal coincides with the communicative one (to maintain relationships).

Thus, communication is effective when we have achieved a result and maintained or improved the relationship with the interlocutor; at least they didn’t make it worse. This means that we have maintained communicative balance.

The famous American gangster El Capone said: “You can achieve much more with a kind word and a revolver than with a kind word alone.” He is, of course, right - after all, he judges from his own experience. But our goal is to achieve success with a kind word without a revolver. This is the art of effective communication, the art of verbal influence on the interlocutor.

There are two types of communicative balance - horizontal and vertical. Horizontal communicative balance is adequate performance in accordance with the rules accepted in society equal roles- by degree of acquaintance, by age, by official position, by social status, etc. This means meeting the role expectations of your peers, speaking with them within the framework of the rules of politeness and respect accepted in society.

Vertical communicative balance is associated with compliance with the norms of communication adopted for persons in unequal vertical relationships: superior - subordinate, senior - junior, occupying a higher official position - occupying a lower official position, higher in the social hierarchy - lower in the social hierarchy hierarchy.

With both horizontal and vertical communicative balance, it is important that the role norms accepted in society are observed. If an equal does not command an equal, the boss does not humiliate, the son is obedient to his parents, the subordinate is respectful, etc., then the communicative balance is maintained.

In order for our speech influence to be effective, a number of conditions must be met. If any of these conditions are not met, the effectiveness of speech influence is in question.

There are certain conditions, compliance with which is necessary for the effectiveness of speech influence in a specific act of communication:

1. The communicant’s knowledge of the general laws of communication and adherence to them.

2. Compliance by the communicant with the rules of conflict-free communication

3. His use of rules and techniques of speech influence.

4. Real achievability of the set objective goal.

And one more very important point that must be taken into account when discussing the problems of the effectiveness of speech influence.

In any civilized society, the most important communication axiom applies, which states: It is necessary to maintain a communicative balance with all people. If the participants in communication share this axiom, adhere to it - they assume that communicative balance must be maintained - with such people you can talk about ways and techniques of effective communication, about conflict-free communication, etc. If people do not share this axiom and believe that it is not at all necessary to maintain communicative balance, then such people are outside the framework of a civilized society and their communication is carried out according to other, uncivilized laws.

Violation of the basic communicative axiom in communication leads to conflict, and communication becomes ineffective. You can, of course, use rudeness or coercion to achieve from your interlocutor the objective or informational goal you have set, but such communication is already outside the scope of civilized communication, and although it can be called effective, it will not be effective in any way - by definition.

Two basic requirements for effective speech influence can be called the principles of effective communication. Thus, it can be stated that the main principles of effective communication are the principle of effectiveness and the principle of communicative balance.

5. Speech influence and manipulation

An important theoretical distinction in the science of speech influence is the distinction between speech influence and manipulation.

Speech impact- this is influencing a person with the help of speech in order to convince him to consciously accept our point of view, consciously make a decision about any action, transfer of information, etc.

Manipulation- this is an influence on a person in order to encourage him to provide information, take an action, change his behavior, etc. unconsciously or contrary to his own intention.

The science of speech influence should include both the study of the means of speech influence itself, and the means of manipulation. A modern person must have all the skills, since in various communicative situations, in various audiences, when communicating with different types of interlocutor, there is a need for both speech influence and manipulation (cf., for example, cases of the need to influence children who have become naughty or have burst into tears, emotionally excited people, drunk people, etc.). Manipulative influence as a type of speech influence is not a dirty word or a morally condemnable method of speech influence.

6. Communication and role behavior

The concepts of social and communicative role are included in the theoretical arsenal of the science of speech influence as the most important theoretical concepts.

W. Shakespeare wrote:

The whole world is a theater

There are women, men - all actors in it,

They have their own exits, departures,

And everyone plays more than one role.

Closely related to the “linguistic personality” is the problem of speech influence as the regulation of the activity of one person by another person with the help of speech. “Modern man lives in conditions of constant speech influence exerted on him by other people, and he himself is constantly the subject of speech influence,” writes E.F. Tarasov.

According to the theory of speech activity, the goal of any communication is to somehow change the behavior or state of the recipient (interlocutor, reader, listener), that is, to cause a certain verbal, physical, mental or emotional reaction. Hence, the task of any text is to influence. After all, “human speech, by its very nature, has effective power, only people do not always realize this, just as they do not realize that they speak in prose.” One of the consequences of a broad interpretation of speech influence is the following: “... speech influence is any speech communication taken in the aspect of its purposefulness, target conditionality, speech communication described from the position of one of the communicants.”

However, the concept of speech influence cannot completely and always replace the concept of verbal communication. There is a concept of speech influence in a narrow sense, when it is distinguished from the concept of speech communication (speech influence in a broad sense) primarily by the fact that it “is usually used in the structure of social relations, where communicants are connected by relations of equal cooperation, rather than formal or informal relations subordination (subordination - note, author), when the subject of speech influence regulates the activity of another person, who is to a certain extent free to choose his actions and acts in accordance with his needs.” 1 Such speech influence is most often associated with the activities of the media, and therefore with political discourse.

The problems of analyzing a political text attract attention due to the fact that it accumulates and reveals not only the linguistic characteristics of speech and many psychological characteristics of the speaker, but also elements of the text’s impact on the (mass) recipient.

A number of researchers believe that “speech influence should now be associated with the functioning of the media... Addressing the problems of optimizing speech influence occurs under the influence of several factors. This is, firstly, the emergence and development of communications and especially the media, the strengthening of the influence of visual propaganda and advertising on people’s consciousness, the expansion of their functions; secondly, the intensification of ideological struggle, which leads to the need for the targeted formation of public opinion; thirdly, the evolution of methods of cultural appropriation, an increase in verbal methods of obtaining new knowledge, which occurred due to the fact that the media “took over” a significant part of the educational functions that previously belonged to the family and school.”

In other words, speech influence in the socio-political sphere is currently being optimized. This is not least due to the emergence of multidirectional political parties, movements, trends, organizations, etc., and, accordingly, with the periodic intensification of the struggle between them for public opinion. In this regard, researchers are increasingly attracted to cases of speech influence, when ideas that need to be instilled in the recipient are not expressed directly, but are imposed on him gradually, by using the opportunities provided by linguistic means. That is why new scientific disciplines are emerging that deal with the problems of production, functioning and perception of information in the media. New sections are emerging, for example, in psychology: psychology of television, psychology of perception of cinema, images, printed text, psychology of advertising, etc. At the same time, the study of speech influence is carried out both within the framework of linguistic, semiotic and psychological approaches.

Linguistic research on the problems of speech influence is predominantly descriptive in nature. A linguistic scientist primarily describes texts that arise as a result of the process of speech influence. The thesis that the word, as is known, affects a person appears here as a kind of starting point. Lacking the means to study the actual process of speech influence, writes L.A. Kiseleva, linguists describe a certain intermediate result of this process, without making any attempt to explain the mechanism of influence by speech. We agree, however, with V.P. Belyanin that it is the results of linguistic (and more broadly, philological) analysis that are the basis for all other types of text analysis.

The semiotic approach differs somewhat from the linguistic approach to the analysis of speech influence. To date, there is a large number of both Russian and foreign works that use semiotic concepts to describe texts of speech influence. As the authors of the monograph note, “... in contrast to the linguistic approach, the analysis is carried out not as an analysis of directly observable means of texts of speech influence, but as an analysis of some unobservable means of texts of speech influence and as an analysis of some unobservable universal structures described in semiotic concepts.” And further: “...there is a lot in common between the linguistic and semiotic approaches; the object of analysis is only the intermediate product of speech influence - the text; ideas about the process of speech influence are formed based on K. Shannon’s theory of communication, which, naturally, reflects only the process of information transmission , but not the process of speech influence. The separation of linguistic and semiotic approaches is very arbitrary; rather, the semiotic approach can be considered a specification of the linguistic approach.”

Analysis of speech influence is also carried out in psychology, where it differs from linguistic and semiotic approaches primarily by the use of psychological methods (Kovalev 1987; Petrenko 1997; Cialdini 1999; Bityanova 2001; Bern 2003). Since the process of speech influence is a rather complex phenomenon, the object of analysis in psychological research “becomes both the subject and the object of speech influence (for example, the dependence of the success of speech influence on the social, mental and other properties of communicants) and social relations in the structure which speech influence is deployed (the dependence of the effectiveness of speech influence on the configuration of the social statuses of communicants is studied), the psychological characteristics of the method of influence (impact by persuasion, suggestion, infection), and methods of creating optimal conditions for the semantic perception of the text and acceptance of recommendations of the subject of speech influence (formation of attitude perception of the text and the subject of speech influence, the degree of trust in the subject of speech influence, division of the text and its presentation at a pace that is optimal for understanding, etc.).” 1

Consequently, in cases where the analysis of speech influence is carried out within the framework of linguistic and semiotic approaches, we end up with a descriptive study of texts. When the analysis is carried out within the framework of a psychological approach, we are ultimately presented with a study of the dependence of achieving the goal of speech influence on one or another structural element of speech influence. It is characteristic that linguistic concepts are not always used within the psychological approach, and vice versa.

This combination of psychological and linguistic approaches occurs in psycholinguistics, which involves the joint use of psychological methods for analyzing the process of speech influence and linguistic means of describing speech in the process of speech influence. At the same time, the main attention is focused here on the communicative and speech features of texts and on their structural and compositional characteristics. It is this approach that helps to organize and systematize the huge amount of textual material available, aimed at realizing the impact on the recipient.

Main aspects of speech influence 1. Verbal speech influence is influence using words. The influencing agent is the choice of words, intonation, and the content of the thought it expresses. 2. Nonverbal - influence using non-verbal means that accompany our speech (gestures, facial expressions, behavior during speech, appearance of the speaker, distance to the interlocutor)

Factors of speech influence 1. Factor of appearance. 2. Factor of compliance with communicative norms. 3. The factor of establishing contact with the interlocutor. 4. Look factor. 5. Factor of physical behavior during speech. 6. Factor of manner (friendliness, sincerity, emotionality, non-monotony, inspiration). 7. Factor of placement in space. 8. Content factor. 9. Language factor. 10. Message volume factor. 11Factor of the arrangement of facts and arguments, ideas. 12. Time factor. 13. Factor of the number of participants. 14. Addressee factor.

Methods of speech influence. 1. Proof - arguments are given to confirm the correctness of a thesis. Proof is a logical path of speech influence. 2. Persuasion – instilling in the interlocutor confidence that the truth has been proven. Both logic and emotion are used here. (Believe me, this is how it is!; I know this for sure!) By persuading, we try to actually impose our point of view on the interlocutor.

Methods of speech influence. 3. Persuasion. To persuade is to emotionally encourage the interlocutor to abandon his point of view. Persuasion is always carried out emotionally, personal motives are used. (“Well, please do this for me.., what does it cost you... I will be very grateful to you..” In serious matters, persuasion usually does not help.

Example: sign + and – achievement and failure to achieve goal 1).- please pass the salt! Information + - please Subject + Communicative + 2).).- please pass the salt! Information + Subject - - sorry, there is no salt here. Communicative +

Federal State Budgetary Educational Institution of Higher Professional Education

"Tambov State University named after G.R. Derzhavin"

Medical Institute

Department of Public Health and Healthcare

on the topic: "Speech influence"

1. Basic conditions for the effectiveness of speech influence

2. Communication goals

Methods of speech influence

4. Practical training in speech influence

Conclusion

Bibliography

1. Basic conditions for the effectiveness of Speech influence

A characteristic feature of the modern development of humanitarian knowledge is the currently observed intensive formation of a new science - the science of speech influence.

Speech influence is being formed as a science that unites and integrates the efforts of representatives of psycholinguistics, communication theory, pragmalinguistics, traditional linguistics, conversational linguistics, rhetoric, logic, speech psychology, social psychology and personality psychology, advertising, management, sociology, public relations, ethnography, conflictology .

Speech influence was formed at the end of the twentieth century as the science of effective communication. The term “speech influence” for the science of effective communication was proposed by us in 1990 in the work “Seminar lesson plans and guidelines for the courses “Culture of Political Communication”, “Oratory Skills and Speech Culture”, “Speech Impact” (Voronezh, 1990 ) and developed in a number of subsequent works in 1993-2002. The basic sciences for the formation of a new scientific discipline - the science of speech influence - are psycholinguistics and rhetoric. The formation of speech influence as a science at the end of the twentieth century is due to a number of reasons.

Reasons of a socio-political nature: the development of freedom, democracy, the emergence of the idea of ​​personal freedom, equality of people required a science that would show how to convince equals. It is no coincidence that in ancient democracies the influence of speech played a noticeable role, but faded away in the Middle Ages, when totalitarian and religious-dogmatic forms of government dominated. Nowadays, people "below" have received certain rights. They ceased to be in awe of their superiors, since the laws began to protect them; trade unions, political parties, various societies began to speak out in defense of people; human rights are gradually becoming the most important aspect of the social life of developed countries. People began to “make reservations” - the 20th century became the “century of objections”. In the current conditions, it has become necessary to convince people, everyone (even children!). At the same time, it became necessary to convince a wide range of people who are unequal to each other in terms of education, culture, etc., but require equal treatment. It has become necessary to convince in democratic states during elections, in conditions of pluralism of opinions and political life, in conditions of political struggle - politicians have become necessary to learn to convince people that they are right. Reasons of a psychological nature: since the end of the 19th century, the concept of man in society has been changing. If previously it was believed that a person is primitive, lazy, he needs carrots and sticks, and this can ensure his adequate “functioning” in society, now the idea of ​​a person is changing. The development of culture, literature and art, the emergence of scientific psychology - all this led to a change in the concept of man. The person turned out to be complex, psychologically versatile, requiring a differentiated approach - in a word, a personality. At the same time, as it turned out, every person is a person, and not just representatives of the elite, the enlightened part of society, and representatives of the ruling classes. In addition, the twentieth century is the century of personification of personality, that is, the growth of individual uniqueness of the individual, the increase in the dissimilarity of each individual person from others (Parygin 1971, 1978). The increase in the dissimilarity of people from each other leads to difficulties in communication between them, which determines the need for the science of communication, for teaching communication. There are also purely communicative reasons for the development of the science of speech influence in the twentieth century, that is, reasons associated with the development of human communication itself.

Our time is characterized by a sharp expansion of the spheres of communication between people, an increase in the number of situations in which it is necessary to enter into communication and convince each other - not only in court and at noble meetings. The very meaning of oral speech is expanding, it begins to perform more and more diverse functions, plays an increasingly significant role in society, which leads to the need to look for special techniques in communication and pay more attention to spoken language.

There are also economic reasons that contributed to the development of speech influence: competition, crises of overproduction gave rise to the need for the science of advertising, “imposing” goods, “winning” customers. It was the traveling salesmen who were the first to realize the need for the science of persuasion. In addition, the 20th century brought changes in attitudes towards work - people are beginning to value interesting work more, which requires managers and leaders to skillfully organize the motivation of subordinates to work: they need to stimulate them, motivate them, convince them. In modern Western management, the prevailing opinion is that the improvement of technology ceases to give the expected economic effect; a greater effect is provided by the improvement of production management (this is called a “quiet management revolution”). All of the above determined the emergence of speech influence as a science in the modern world. The modern science of speech influence includes rhetoric as the science of effective public speech, business communication as the science of effective communication to achieve an objective goal, advertising as the science of the effective promotion of goods on the market (in its textual, linguistic component).

Modern rhetoric continues certain traditions of classical rhetoric, but persuasion in modern rhetoric is carried out primarily not by logical methods, but by emotional and psychological ones, taking into account the characteristics of the interlocutor and the audience; in this case, the task is not so much to form knowledge as to form an opinion. Practical rhetoric (the term was proposed in our manual “Practical Rhetoric”, Voronezh, 1993) is the most important component of speech influence, the most developed component of the science of speech influence at present. Business communication - in the broad sense of the word - is a type of communication between people when they set as their goal the achievement of an objective goal - to get or learn something.

Business communication is opposed to phatic (secular), that is, conversation on general topics to pass time), entertaining, playful communication, which does not set substantive goals, but involves only communicative goals - establishing, renewing, maintaining, developing, maintaining contact. The main goal of business communication is to achieve the set objective goal: to convince a partner to accept your specific proposals, to encourage him to take specific actions in your interests, to give you the necessary information, to take your interests into account in his actions, etc.

Business communication before the beginning of the twentieth century was practically absent both as a science and as a practice. Currently, the science of effective business communication is actively being formed, defining its categories, structure, methods of description and teaching.

Business communication is an actively developing component of speech influence as a science. Advertising, undoubtedly, is primarily in the field of the science of speech influence - in that aspect that is associated with text, but advertising also includes the technical side - graphics, design, visual aids, etc., has an “economic” component, etc. Until the beginning of the twentieth century, advertising was mainly a practice, but at the beginning of the century it also became a science, processing data from a number of modern sciences - psychology of perception, text theory, sociology, linguistics, psycholinguistics, etc.

Advertising is also a very actively developing component of speech influence, making major steps forward, especially in recent years. From the history of the development of the science of speech influence The science of speech influence originated, like most modern humanities, in Ancient Greece and Rome. During the heyday of these states, rhetoric flourished in them, which taught effective public speaking, the ability to conduct an argument and win a victory in an argument. Rhetoric was necessary in ancient democracies as a means of communication between equals and equals. Ancient rhetoric was based primarily on logic, the rules of logical reasoning and persuasion, and also contained recommendations on the technique of oratory. In the Middle Ages, logical rhetoric began to be considered a scholastic science and practically died. It was revived in the twentieth century on a new, psychological basis - not only and not so much logic is important to modern people, but psychological, emotional methods of persuasion.

The first to grasp, practically develop this tendency and put it on a methodological basis was the American D. Carnegie at the beginning of the twentieth century. Dale Carnegie was the first to systematically describe some of the most important rules and techniques for effective communication and began to teach these techniques in public speech and business communication. The modern science of speech influence actually arose on the basis of his ideas, although then representatives of a whole conglomerate of sciences began to develop it. A great practitioner and spontaneous theorist, Dale Carnegie opened his first school where he taught communication in 1912. His contribution to the development of the science of speech influence and to the practice of teaching effective communication due to the popular nature of his famous books has not yet been sufficiently appreciated by theorists, and At the present stage of development, when the science of speech influence has actually gotten on its feet, it has become fashionable for many linguists and psychologists to disown the ideas of D. Carnegie and subject him to devastating criticism - as a primitive researcher. This is clearly unfair and also unscientific. D. Carnegie is far from being as simple as his critics would like - he simply wrote popularly, for a wide range of readers. D. Carnegie was first and foremost a practical person, which is what seems to be his main merit, although a number of important and correct theoretical ideas can be found in his works. The contribution of D. Carnegie (1888-1955) to the formation of modern science of speech influence can be summarized as follows:

He showed that there are rules and laws in human communication.

Showed that certain rules, if followed, make communication more effective.

Justified the principle of tolerance in communication.

Proved that an adult, through the process of learning and reflecting on his own communication, can improve the effectiveness of his communication.

He developed a method for teaching adults how to use speech: tell illustrative examples from life and derive from them the rules of effective communication.

It must, however, be borne in mind that not all of D. Carnegie’s recommendations can be applied in the conditions of other countries - he took into account the psychology and living conditions of Americans and wrote his books for them. But most of the laws and rules highlighted by him are applicable in our practice. The most important significance of D. Carnegie’s books is that he teaches people to think about their communication, improve their communication and shows that improving the skills and techniques of communicating with people in adulthood based on the principle of tolerance and interest in the interlocutor is not only possible, but also leads to success in business and improved relationships with others.

The further development of speech influence in the second half of the twentieth century is associated with the intensive development of communicative linguistics, the formation of an anthropocentric paradigm in linguistics, the intensive development of psycholinguistics, linguistic pragmatics, communication psychology, the needs of teaching effective business communication in market conditions, and the needs of advertising. The emergence of the science of speech influence is a striking sign of the modern development of humanitarian scientific knowledge, focused on the practical needs of society. This science requires the efforts of both theorists and practitioners. Theory of speech influence An important theoretical distinction in the science of speech influence is the distinction between speech influence and manipulation. Speech influence is the influence on a person with the help of speech in order to encourage him to consciously accept our point of view, consciously make a decision about any action, transfer of information, etc. Manipulation is influencing a person in order to induce him to provide information, perform an action, change his behavior, etc. unconsciously or contrary to his own opinion or intention. The science of speech influence should include both the study of the means of speech influence itself, and the means of manipulation. A modern person must have all the skills, since in various communicative situations, in different audiences, when communicating with different types of interlocutors, there is a need for both speech influence and manipulation.

Manipulative influence as a type of speech influence is not a dirty word or a morally condemnable way of influencing people. What is the subject of the science of speech influence? Speech influence is formed as a science of effective communication. What kind of communication can be considered effective? Apparently, one that leads to achieving the goal. But a number of caveats are necessary here.

Firstly, is the effectiveness of communication determined in relation to each specific participant in communication or to all of them taken together? It seems that effectiveness should be determined for each communicator separately. Moreover, in a dialogue, communication can be effective only for one of the participants or for both. In multilateral negotiations, communication may be effective for some participants. In relation to a speaker's performance in front of an audience, the effectiveness of the speaker's performance and the effectiveness of the audience's communication with him will be different.

Secondly, the very concept of effectiveness will, apparently, be associated with the achievement of the goals set by the participant in a given communicative situation. Effective speech influence is one that allows the speaker to achieve his goal. However, communication goals may be different.

2. Communication goals

1. Informational. This is the goal - to convey your information to the interlocutor and receive confirmation that it has been received.

Subject. This is the goal - to learn, gain, change something in the behavior of the interlocutor.

Communicative.

This goal is to form a certain relationship with the interlocutor. The following types of communication goals can be distinguished: establish contact, develop contact, maintain contact, resume contact, complete contact. Communicative goals are pursued by such speech formulas as greeting, congratulations, sympathy, farewell, compliment, etc. Effective speech influence is one that allows the speaker to achieve the set goal (or goals) and maintain the balance of relations with the interlocutor (communicative balance), that is, remain in normal relations with him, without quarreling. Thus, effective and efficient speech influence are two different things. In other cases, failure to achieve the objective goal indicates the ineffectiveness of speech influence: it means that we did something wrong - we asked the wrong way, used the wrong techniques, did not take into account some laws of communication, etc. If the interlocutors set themselves purely communicative goals - to maintain relationships and at the same time comply with the canons of secular communication accepted in society, then such communication (in the absence of violations) always turns out to be effective, since in this case the objective goal coincides with the communicative goal (to maintain relationships).

Thus, communication is effective when we have achieved a result and maintained or improved the relationship with the interlocutor; at least they didn’t make it worse.

There are two types of communicative balance - horizontal and vertical. Horizontal communicative balance is fulfilling the role of an equal in accordance with the rules accepted in society - by degree of acquaintance, by age, by official position, by social status, etc. This means living up to the role expectations of your equals, speaking with them within the framework accepted in society rules of politeness and respect. Vertical communicative balance is associated with compliance with the norms of communication adopted for persons in unequal vertical relationships: superior - subordinate, senior - junior, occupying a higher official position - occupying a lower official position, higher in the social hierarchy - lower in the social hierarchy hierarchy. With both horizontal and vertical communicative balance, it is important that the role norms accepted in society are observed. If an equal does not command an equal, the boss does not humiliate, the son is obedient to his parents, the subordinate is respectful, etc., then the communicative balance is maintained.

Finally, we can talk about the existence of a number of conditions, the observance of which is necessary to achieve the effectiveness of speech influence:

Real achievability of the set objective goal.

Compliance with the rules of conflict-free communication

Using rules and techniques of speech influence.

3. Methods of speech influence

1. Proof. To prove is to provide arguments confirming the correctness of a thesis. When proving, arguments are presented systematically, thoughtfully, in accordance with the laws of logic. Proof is a logical path of speech influence, an appeal to the logic of human thinking

Belief. To convince is to instill in the interlocutor confidence that the truth has been proven, that the thesis has been established. Persuasion uses both logic and necessarily emotion, emotional pressure.

Persuasion. To persuade is mainly to emotionally encourage the interlocutor to abandon his point of view and accept ours - just like that, because we really want it. Persuasion is always carried out very emotionally, intensely, uses personal motives and is usually based on repeated repetition of a request or offer. Persuasion is effective in situations of emotional arousal, when the interlocutor is equally likely to fulfill the request or not. In serious matters, persuasion usually does not help.

Begging. This is an attempt to achieve a result from the interlocutor through repeated emotional repetition of the request.

Suggestion. To suggest is to encourage your interlocutor to simply believe you, to accept on faith what you tell him - without thinking, without critical reflection. Suggestion is based on strong psychological and emotional pressure, often on the authority of the interlocutor. Strong, strong-willed, authoritative personalities, “charismatic types” (like Stalin) could inspire people with almost anything.

To coerce means to force a person to do something against his will. Coercion is usually based on brute pressure or directly on a demonstration of brute force, threats: “Trick or life.” Which of these methods of speech influence are civilized? The first five. Speech influence, as the science of effective and civilized communication, teaches us to do without coercion.

Thus, speech influence is the science of choosing a suitable, adequate method of speech influence on a person in a specific communicative situation, of the ability to correctly combine various methods of speech influence depending on the interlocutor and the communication situation to achieve the greatest effect.

There are two aspects of speech influence - verbal and non-verbal.

Verbal speech influence is influence using words. With verbal influence, it matters in what speech form we express our thoughts, in what words, in what sequence, how loudly, with what intonation, what we say to whom when. Nonverbal influence is influence using non-verbal means that accompany speech (gestures, facial expressions, behavior during speech, appearance of the speaker, distance to the interlocutor, etc.). Correctly constructed verbal and nonverbal influence ensures effective communication. The communicative position of the speaker is another important theoretical concept in the science of speech influence. The communicative position of the speaker is understood as the degree of communicative influence, the authority of the speaker in relation to his interlocutor. This is the relative effectiveness of its potential speech impact on the interlocutor. A person’s communicative position can change in different communication situations, as well as during the course of communication in the same communicative situation. The communicative position of the speaker can be strong (boss versus subordinate, elder versus child, etc.) and weak (child versus adult, subordinate versus boss, etc.).

A person’s communicative position in the process of communication can be strengthened by applying the rules of speech influence, it can be protected, and the communicative position of the interlocutor can also be weakened (also by using speech influence techniques and taking various actions in relation to the interlocutor).

The science of speech influence is the science of strengthening the communicative position of an individual in the process of communication, protecting the individual’s communicative position and methods of weakening the communicative position of the interlocutor. The concepts of social and communicative role are also included in the theoretical arsenal of the science of speech influence. The social role is understood as a real social function of a person, and the communicative role is understood as normative communicative behavior accepted for a particular social role. Communicative roles may not correspond to the social role of the speaker - their repertoire is much wider than a set of social roles, and their choice, change, ability to play (petitioner, helpless, little person, tough, expert, decisive, etc.) constitute one of aspects of the art of speech influence of an individual. Wed. such masters of performing various communicative roles as Chichikov, Khlestakov, Ostap Bender. Communication failure is a negative result of communication, the end of communication when the goal of communication is not achieved. Communication failures befall us when we build our speech influence incorrectly: we choose the wrong methods of speech influence, do not take into account who we are talking to, do not adhere to the rules of conflict-free communication, etc.

Speech influence specialists also use the expression communicative suicide. Communication suicide is a gross mistake made in communication, which immediately makes further communication obviously ineffective.

The set of typical verbal or nonverbal, and sometimes both, signals that influence the effectiveness of communication is defined as a communication factor.

The main factors of speech influence appear to be:

Appearance factor Compliance with communication norms factor

Factor of establishing contact with the interlocutor

Factor of gaze Factor of physical behavior during speech (movement, gestures, postures)

Factor of manner (friendliness, sincerity, emotionality, non-monotony, inspiration) Factor of placement in space

Language factor

Message volume factor

Time factor

Number of participants factor

Addressee factor

genre factor (taking into account the rules of effectiveness of a certain genre of speech - rally speech, criticism, argument, remark, order, request, etc.), however, apparently, the genre factor is the competent use of all factors of speech influence factors in a specific communication situation .

Within the framework of the factors, the rules of communication are highlighted - the ideas and recommendations for communication that have developed in a given linguistic and cultural community. Many of them are reflected in proverbs, sayings, aphorisms

The rules of communication reflect the prevailing ideas in society about how to conduct communication in a particular communicative situation, how best to conduct communication. The rules of communication are developed by society and supported by the socio-cultural tradition of this society. The rules of communication are learned by people through observation and imitation of others, as well as through targeted learning. Rules that people have learned well and long ago are implemented by them in communication almost automatically, without conscious control. Having studied certain rules, you can apply one or another of them consciously in order to achieve a certain goal in communication, and this gives a great advantage in communication to those who know these rules. speech communication persuasion suggestion

There are normative rules of communication and rules of speech influence. Normative rules of communication answer the question “how should it be?”, “how is it accepted?” and describe the norms and rules of polite, cultural communication accepted in society, that is, the rules of speech etiquette. Normative rules are largely understood by people, although they are usually paid attention to only when a certain rule is violated - the interlocutor did not apologize, did not greet, did not thank, etc. An adult native speaker can verbally formulate and explain many of the normative rules and can point out violations. At the same time, the practical application of normative communication rules by people in everyday communication in our country still clearly lags behind the requirements of a civilized society. The rules of speech influence describe ways of influencing the interlocutor and answer the question “what is better? what is more effective?” (how to convince better? how to ask more effectively? etc.). They characterize ways to effectively influence an interlocutor in various communicative situations. The rules of speech influence are to a small extent understood by people, although many intuitively apply them. Teaching such rules enables students to understand and systematize the rules of effective speech influence, making their communication noticeably more effective.

There are also methods of speech influence - specific speech recommendations for the implementation of a particular communicative rule.

The laws of communication (communication laws) describe the process of communication; they answer the question “what happens in the process of communication?” Communication laws are implemented in communication regardless of who is speaking, about what, for what purpose, in what situation, etc.

Naturally, in relation to communication, one can speak about laws very conditionally, but it seems impossible to do without the word law in relation to communication, since this term easily finds its place in the law-rule-technique paradigm.

The laws of communication (communication laws) are not laws like the laws of physics, chemistry or mathematics. The main differences are as follows.

Firstly, most of the laws of communication are non-rigid and probabilistic. And if, for example, the law of universal gravitation cannot be ignored on Earth - it simply won’t work, it will always manifest itself, then with regard to the laws of communication the situation is not so - you can often give examples when this or that law, due to certain circumstances, is not performed.

Secondly, communicative laws are not transmitted to a person at birth, they are not “inherited” - they are acquired by a person in the course of communication, from experience, from communicative practice.

Thirdly, the laws of communication can change over time.

Fourthly, the laws of communication partially differ among different peoples, i.e. have a certain national coloring, although in many respects they are of a universal human nature.

The basic communication laws are as follows. Law of mirror development of communication This law is easily observed in communication. Its essence can be formulated as follows: the interlocutor in the process of communication imitates the communication style of his interlocutor. This is done automatically by a person, with virtually no conscious control. The law of dependence of the result of communication on the volume of communicative efforts This law can be formulated as follows: the more communicative efforts expended, the higher the effectiveness of communication. If in industry production efficiency is increased by reducing costs per unit of production, then in communication it is the opposite.

The Law of Progressive Impatience of Listeners This law is formulated as follows: the longer the speaker speaks, the more inattention and impatience the listeners show. Law of the decline in the intelligence of the audience as its size increases. This law means: the more people listen to you, the lower the average intelligence of the audience. Sometimes this phenomenon is called the crowd effect: when there are a lot of listeners, they begin to “think worse,” although the personal intelligence of each individual person is, of course, preserved.

The law of primary rejection of a new idea The law can be formulated as follows: a new, unusual idea communicated to an interlocutor is rejected by him at the first moment. In other words, if a person suddenly receives information that contradicts his current opinion or idea, then the first thought that comes to his mind is that this information is erroneous, the person who reported it is wrong, this idea is harmful, and there is no need to accept it. Law of the rhythm of communication This law reflects the relationship between speaking and silence in human communication. It says: the ratio of speaking and silence in the speech of each person is a constant value. This means that each person needs to speak a certain time every day and a certain time to be silent. Law of speech self-interaction

The law states that the verbal expression of an idea or emotion creates that idea or emotion in the speaker. It has long been known from practice that the verbal expression of a certain thought allows a person to strengthen himself in this thought and finally understand it for himself. If a person explains something to his interlocutor in his own words, he himself better understands the essence of what is being told.

Law of Rejection of Public Criticism Statement of the law: a person rejects public criticism addressed to him. Any person has high internal self-esteem. We all internally consider ourselves to be very smart, knowledgeable and doing the right thing. That is why any receipt, criticism or unsolicited advice in the process of communication is perceived by us at least warily - as an attack on our independence, demonstrative doubt in our competence and ability to make independent decisions. In conditions where criticism is carried out in the presence of other people, it is rejected in almost 100% of cases. The law of trust in simple words The essence of this law, which can also be called the law of communicative simplicity, is as follows: the simpler your thoughts and words, the better you are understood and the more they believe you.

Simplicity of content and form in communication is the key to communicative success. People perceive simple truths better because these truths are more understandable and familiar to them. Many of the simple truths are eternal, and therefore appealing to them guarantees the interest of interlocutors and their attention. People have a constant interest in eternal and simple truths. Appeal to simple truths is the basis of populism in politics.

The Law of Attraction of Criticism The wording of the law is this: the more you stand out from others, the more you are maligned and the more people criticize your actions. A person who stands out always becomes the object of increased attention and “attracts” criticism to himself. A. Schopenhauer wrote: “The higher you rise above the crowd, the more attention you attract, the more they will slander you.”

The Law of Communicative Remarks The formulation of the law: if the interlocutor in communication violates some communicative norms, the other interlocutor feels the desire to reprimand him, correct him, force him to change his communicative behavior.

The Law of Accelerated Spread of Negative Information The essence of this law is well conveyed by the Russian proverb “Bad news does not lie still.” Negative, frightening information that can lead to changes in the status of people tends to spread more quickly in communication groups than information of a positive nature. This is due to people’s increased attention to negative facts - due to the fact that positive things are quickly accepted by people as the norm and cease to be discussed.

The law of distortion of information during its transmission ("the law of a damaged telephone") The formulation of the law is as follows: any transmitted information is distorted during its transmission to a degree directly proportional to the number of persons transmitting it. This means that the more people this or that information is transmitted through, the greater the likelihood of distortion of this information.

The Law of Detailed Discussion of Little Things Knowing this law is especially important when we discuss something collectively. Statement of the law: People are more willing to focus on discussing minor issues and are willing to devote more time to this than to discussing important issues.

The law of speech intensification of emotions Statement of the law: a person’s emotional cries intensify the emotion he experiences. If a person screams from fear or joy, then the emotion he actually experiences intensifies. The same thing applies when addressing emotional cries to a partner’s face. The law of speech absorption of emotion Statement of the law: with a coherent story about an experienced emotion, it is absorbed by speech and disappears. If a person tells an attentive listener about something. If he is emotionally excited and the story is coherent, and the listener is attentive to the speaker, then the emotion is “absorbed” by the text of the confession and weakened (“cry into your vest”).

The Law of Emotional Suppression of Logic An emotionally excited person speaks incoherently, illogically, with speech errors and poorly understands the speech addressed to him, paying attention only to individual words of the interlocutor - usually the most loudly pronounced or concluding the remark.

Communication techniques are also highlighted. A technique is a specific recommendation for the linguistic or behavioral implementation of a particular communicative rule. For example, the rule “Approaching the interlocutor increases the effectiveness of speech influence on him” is implemented in communication practice in the form of the following techniques: “Come closer!”, “Invade the personal space of the interlocutor!”, “Touch the interlocutor!”.

Conditions for effective speech influence

Knowledge of the general laws of communication and following them.

Compliance with the rules of conflict-free communication.

Using rules and techniques of speech influence.

Real achievability of the set objective goal.

Practical training in speech influence

Practical training in speech influence at the present stage in our country is no less relevant, and maybe even more important, than the development of theoretical problems of speech influence. In Russia there are no traditions of teaching effective communication - such, for example, as there are in the USA and Great Britain. At the same time, the relevance of such training is obvious. We lack the concept of communicative literacy, which should be as relevant as medical, technical, and political literacy. Communicative literacy is a person’s literacy in the field of communication.

Effective communication and a culture of communication must be learned as the basics of literacy, as the ability to read and write. We all make many gross mistakes every day that make our life, already difficult, even more difficult. We make comments to strangers all the time, give advice to those who do not ask us, criticize people in front of witnesses, and do many other things that absolutely cannot be done according to the rules of communication in a civilized society. All this prevents us from achieving effective results at work, prevents us from living normally in our families, communicating with children, close and not so close people, and leads to increased conflict in communication.

It has been established that our business contacts will be successful in 7 cases out of 10 if we know the rules of business communication. A person’s communicative literacy is manifested in the fact that he:

Knows the norms and traditions of communication;

Knows the laws of communication;

Knows the rules and techniques of effective communication;

Adequately applies his communicative knowledge in specific communication situations.

The latter is extremely important: even if a person knows how to communicate in a particular case, has studied the techniques and rules of effective communication, he may still not have the necessary communicative literacy if he does not apply his knowledge in practice or applies it ineptly. For example, everyone knows well that you should not interrupt your interlocutor, but few people can say about themselves that they never interrupt others.

Conclusion

The rules and techniques of communication must not only be known, but also applied.

Communicative literacy for a modern person is a necessary condition for his effective activity in a variety of fields. Thus, the emerging science of speech influence currently has the following main features:

It is interdisciplinary and uses data and, most importantly, methods from different sciences.

The basic affiliation of speech influence is psycholinguistics and rhetoric.

It is clearly divided into theory and practical part, which equally require research.

Speech influence has its own subject, not studied by any other science - effective communication, which currently gives every reason to consider and develop speech influence as an independent science, which seems to be an urgent modern scientific task.

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