In this section, we will discuss six types of power individuals possess and ways messages can be used to influence the thoughts, behaviors, and actions of others through the use of persuasive tactics.

 

12.3.1: Individual Power

Individuals possess six types of power: coercive, reward, legitimate, referent, expert, and informational. These types of power may overlap, differ according to the manner in which they are implemented, and differ in the ways each type of power is established and maintained.[3]

(Image: llmicrofono Oggiono, CC BY 2.0)

Doctors are an example of expert power- the power someone has based on what they know, their skills, credentials, expertise, or experience in a specific area.

 

12.3.2: Persuasive Power

Regardless of the types of individual power we may (or may not) hold, we also have the ability to empower ourselves and influence others through our communicative messages and the use of persuasion. Persuasion has the ability to change the way people think and feel and act. Persuasion is comprised of three interrelated components: ethos, logos, and pathos.

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