Psychological and pedagogical features of persuasion and argumentation

Temnyakov Dmitrii Aleksandrovich PhD in Pedagogy Deputy Head of the Department of Organization of the Work of Road Traffic Safety Protection Units of the V. Ya. Kikot Moscow University of the Ministry of Internal Affairs of Russia 143100, Russia, Moscow region, village Staroteryaevo, Staroteryaevo, 1 Dima-terjewo@rambler.ru Other publications by this author

Due to various circumstances, we all have to speak in front of an audience, and each of us convinces others of his truth. We are invited to various events, to participate in negotiations and meetings. Every day we need to prove and defend our point of view. Discussions, arguments, reasons, facts and arguments surround us everywhere in our daily activities. Because of this, many express a desire to learn how to convincingly, eloquently and intelligently build their speech, convincing an opponent or a wide audience, a subordinate or boss, a colleague in the service or their relatives that they are right. However, is there a system of persuasion? Is it possible to learn how to skillfully argue your point of view? What is really important for successful self-belief?

Indeed, the skill of argumentation is the key to many doors. The most important skill that allows us to become successful and effective in any communicative situation.

Teaching persuasion and argumentation is the basis for the formation of communication skills and personal effectiveness. These skills allow a person to express his thoughts more accurately and convince other people of the correctness of his point of view ^{[1, p. 169]}. Let's consider the structural components that need to be taken into account when teaching persuasion and argumentation.

The first is to want to know how information is perceived. Why do we believe one argument and not the other, why do we remember some arguments and throw others out of memory.

Second. How to convince and influence the interlocutor or the audience, rationally and emotionally, which of these methods is more effective and what is the main phenomenon of persuasion.

The third. Many complain that when they convinced others of their rightness, thoughts spread. How to make sure that your speech is always coherent, understandable, logical, systemic and structural. The argumentation line technology will help you with this.

Fourth. The philosophy of persuasion. Technologies that are mainly used by PR people and political strategists that convince an argument or emotionality.

Fifth. Evaluation of arguments. How to determine which argument is strong and which is weak. The most important thing is how to make it so that it is not intuitive, not on a whim, but clearly and systematically.

1. Perception of information.

The relevance of considering the psychological and pedagogical features of argumentation has a socio-applied and professional-activity character ^{[2, p. 29]}. Let's say you are going to buy some kind of product (technical means). You go to the store with a specific purpose and money to buy. In the store, go to the showcase and choose several models that suit you at a price. You don't know which one to choose, so you ask the sales consultant what he can recommend, after that he shows a certain model. From the point of view of argumentation, we already have a thesis. A thesis is a subject of proof, but there is no argumentation yet, because the most important thing is missing - arguments. So you start to clarify why this particular model? for which you may get three arguments. The first argument is that the "product" is new, the second is multifunctional and the third is stylish. Do you think you will buy this "product"? Most likely, many will answer that no.

Let's look at this situation from the point of view of what is in our head, what is the physiology of information perception.

It's no secret that any information that gets into our brain is evaluated. The brain perceives and analyzes every second whether it is possible to believe these arguments or not, but the most interesting thing happens during interpretation. Interpretation is the process of translating external objective information into your subjective language. In the course of interpretation, our brain sets the so-called positive and negative modalities to each argument, and in a simple way, our brain evaluates and colors each argument either plus or minus ^{[3, p. 16]}.

Let's remember what arguments the sales consultant gave us. The "product" argument is new. How can I reason to understand that this is a plus. For example, as follows, if the "product" is new, it means it is more reliable, technological and modern. The brain evaluates this as a plus. I can reason back, new means more expensive, unfinished "raw", unreliable, may break. This reverse is an absolutely diametric interpretation.

So, our brain interprets all the information received either as a plus or a minus. But the most interesting thing happens next, because our brain throws all the information either into the so-called "basket" or the so-called "decision-making center". What is a "shopping cart"? This is a metaphor, of course, there really is no basket, the basket is a short–term memory and information gets there if it is not important or not clear. When you left the store, you hardly remember what the third argument was. That is, if the argument is not important, his brain throws it into the "basket" or short-term memory. But the most important thing happens in the "decision-making center", the brain "weighs" the pros and cons and makes the right decision based on this.

Our task, in psychological and pedagogical terms, is the formation of specific competencies for using our arguments so that they are never interpreted in a negative way and never fall into the "basket". In other words, we must learn to present arguments so that they always get into the "decision-making center" through a positive interpretation. That's what effective persuasion is.

2. Rationality and emotionality in persuasion.

There is such a technique as the "edge effect", when the beginning and the end are better remembered, and the strongest argument should be at the end. There are two levels of persuasion:

- beliefs at the personal level;

- beliefs at the level of argumentation.

When you believe a representative, charismatic and charming speaker, when you hear his competent intonation, of course, it will be a conviction at the personal level.

A mandatory element of argumentation is "support". What is support? We must disclose and explain every argument. Support is an element that reveals and explains this argument so that it becomes clear to the audience. Remember, the lower the audience's knowledge, the greater the "support" should be, and vice versa, the more the audience's knowledge of the topic of your discussion, the more compact it should be. For example, working with politicians. Their speech for speeches consists of 90% support. This is done so that anyone can understand what is being discussed, but if there is a lot of support, it may annoy the expert audience. There must be a balance.

Aerobatics is not just to utter an argument and provide it with "support", but also to give a convincing and concrete example. In this case, an example is a concrete fact of life that proves the truth of your words.

Support in science is called theoretical argumentation because it is based on scientific knowledge and logic. An example is an empirical argument.

Let's touch on physiology. We have two hemispheres, two spheres of perception. The left hemisphere of the brain (in right-handed people) is rational and is responsible for logic, and the right emotional hemisphere is responsible for our feelings and emotions.

When you provide an argument with support and an example, the argument becomes rational, because it is based on logic, but if there are rational arguments, then there must be emotional arguments.

When we talk about the emotional picture, two important conditions must be observed:

1. There must be a clear, understandable emotion so that we set a certain emotion in this picture.

2. Maximum of small details. The right emotional hemisphere of the brain connects and begins to fantasize when there are a lot of small details. As Dale Carnegie noted in his works, "Do not say the word "dog" if you mean a fox terrier with a black spot over the right eye." Details in emotions are the most important thing.

What emotions can be evoked? In fact, emotions can cause absolutely any. But, unfortunately, a "picture" built on negative emotions, firstly, will be triggered much faster, and secondly, the level of action it will take much longer. These techniques are often used on television, giving the viewer only negative emotions, and thereby keep a person's attention to such a television program for as long as possible.

To convince the audience emotionally, prepare for each argument, "draw" an emotional picture. A picture is an image that is created in the mind of an audience or interlocutor in order to evoke a specific emotion. The more small details there are in the picture, the faster the emotional impact comes.

The formation of the skills of using emotional and rational argumentation will not be complete without the formation of the use of the main phenomenon of information perception. Everyone seems to know about this, but few people use it consciously and specifically within the framework of persuasion. The amazing thing is whether nature didn't finish it, or she did it on purpose, but the fact remains. "Emozio" disables "Rationo". Remember whether it is easy for you to connect a cold mind and think logically rationally when you are in an emotional heat, for example, in a conflict. "Emozio" disables "Rationo" and these are used by all the great speakers, politicians, manipulators of the world. Many structures, ranging from financial pyramids and sects, ending with network corporations.

When the "Emotio" works, the "Rationo" turns off - it's not bad and not good, it's just the basis of belief.

Our analysis of the use of documents in the activities of Russian organizations has shown that 95% are arguments of a rational nature ^{[4, p. 384]}. Those organizations that have learned how to use emotional reasoning competently win on the Russian market. Because there is a very good dependence in marketing, the higher the product category, the more emotional impact there should be. When we offer an ultra-unique segment, it is necessary to turn off the "Ration". Therefore, it is very important that our companies finally understand that it is necessary not only to convince with numbers - with rational arguments, but also to include an emotional characteristic.

The picture may be outwardly quite restrained, formal, in the context of even a business presentation, but it will very competently affect the emotions we need. No business can exist in principle without emotional argumentation.

3. Line of argumentation.

Among the psychological and pedagogical features of persuasion and argumentation, a special place is occupied by the technology, which is commonly called the "Line of Argumentation". This technology helps the student to make his speech clear, systematic, logical and consistent. This technology is quite simple and logical, it is necessary to visualize the line of the speech and mentally imagine it. The timing of the speech of the speech is presented in the form of a line. If we have a convincing speech, then the speaker should give arguments. Therefore, having combined the speech and arguments, we must use them one by one in a clear sequence, creating a line of argumentation. It is well known that the argument itself is not convincing, so it needs to be provided with support, examples and pictures. All the supports, examples and pictures, must be structurally distributed throughout the text of the speech. It must be remembered that an argument in which there are supports and examples automatically becomes rational. And in which the picture is emotional. But there is still an option when we combine rational and emotional elements. For example, first we explain the element with the help of support and only then draw a picture to it - such an argument becomes emotionally rational. Note that it is necessary to leave a space between these arguments. The construction of the line of argumentation should provide clear boundaries between arguments, so that the audience understands where the first argument is, where the second is, and where the third is already. This is done to ensure that all information is easily assimilated, systematically and structurally.

Such boundaries in argumentation are commonly called "demarcation". The term is quite complex, but very simple in terms of etymology. The root "mark" means "border", and the prefix "de" means "once", that is, "differentiation" or "separation". Well, the question arises: "How can this very demarcation be done easily, quickly and efficiently?". The simplest option is to make elementary numbering. (First, second, third...). It seems to be a simple technology, but in fact, elementary numbering increases the chance of memorizing information by 4 times.

If we talk in a continuous stream, when there is no demarcation, our brain perceives all the information as a single "porridge-malasha" and immediately automatically sends it to the basket. The survey showed that only one out of 30 managers regularly uses demarcation in his speech, summarizing the main thoughts ^{[5, p. 384]}. I. Of course, the speech of such a person is understandable, our brain can immediately understand the main thoughts and main blocks.

You can also use pauses to differentiate information blocks.

I want to summarize each argument with something. We summarize the thesis.

The composition of any public speech or speech: introduction, main part and conclusion. In the main part, we need to apply demarcation to arguments. At the end, make a summary and say the phrase - "So we are convinced ...", so any completion of a successful speech is based on a summary and a thesis. At the beginning, the speech should always be updated. Show the audience why this topic is important, why the audience should listen to you. To interest the public. If there were three arguments in the main part, then at the end it is necessary to summarize them, repeating them again. At the beginning of the speech, it is also necessary not to forget about the announcement. An announcement is a necessary element of a speech, it allows you to capture and hold attention, make information easily assimilated and systematized. Then, when the introduction is done, we move on to the main part and reveal each of the arguments mentioned at the beginning. This is what the structure of a public speech looks like, if our task is to convince the audience. In this case, we are talking not only about public speaking, but about all types of communication, be it negotiations, interpersonal communications, conversations, meetings.

Many people complain and say that it is easy to knock us down with a question in negotiations or during public speeches. For such people, the line of argumentation is just salvation, but it is only very important to compose and prepare your speech not just as a solid text, but most importantly to make a visual structure. Then the structure itself will be in the head and it will be impossible to knock down a person.

To make the speech structured, use the line of argumentation. In the main part of the speech, place arguments, each of which is provided with supports, examples, pictures. Pay attention to the demarcation. Demarcation can be done by numbering and summarizing each argument with a proven thesis. In your speech, announce your arguments, and in the end, do not forget to summarize them.

4. The philosophy of persuasion. The main principle of the philosophy of persuasion is selfishness. 

The philosophy of persuasion should be more realistic, i.e. optimally close to the needs of the audience. It is necessary to define values for a specific audience, not arguments, but values. Influence the audience with the help of the philosophy of health, with the help of the philosophy of comfort, and with the help of the philosophy of safety, and then formulate the plot of the argument. The plot of an argument is a clear formulation of an argument, a clear formulation of an argument. The plot of the argument must contain either the verb form or the degree of comparison. When formulating the plot of an argument, defining a clear formulation, it is necessary to provide how you will prove this argument. And the question arises "how the argument should be presented rationally or emotionally," in this case, the rationality or emotionality of the argument depends solely on philosophy.

It is necessary not only to pay attention to the structure, but also to the philosophy of persuasion, the values on which the argument is based. Remember that each argument is based on some value, which is called the philosophy of persuasion. When making arguments, determine the philosophy of each of them, the best option is if each of your arguments contains its own philosophy. When preparing for a presentation, defending our project or research in front of a supervisor, preparing for meetings or public speeches, we always prepare arguments. Some arguments are strong, some are weak, but we must leave the strongest arguments, and get rid of the weak ones.

5. Evaluation of argumentation.

How do we basically determine the strength of an argument? Most often we do it intuitively. However, teaching persuasion and argumentation cannot be based on intuitive feelings, we need a clear developed system. How do you determine that an argument is really strong and convincing?

We will proceed from the fact that any argument has two criteria of strength:

1. Evidence.

2. Depth.

Proof is how much an argument is understandable to the audience, how much it sounds convincing, and first of all, supports, examples, pictures are important here. The argument that will have more understandable supports, more tendentious examples or more emotional pictures will lead by the criteria of proof.

The second criterion is depth. We call an argument profound if it falls into our needs and dominant values. The philosophy of persuasion we have considered is responsible for the depth. When speaking, use those values of the argument that are as selfish as possible for this audience or interlocutor.

Teaching persuasion and argumentation helps to develop leadership skills. Someone who knows how to convince others can become a leader in their profession or in the community.

In conclusion, we note that teaching persuasion and argumentation is an important component in order to achieve personal effectiveness and develop as a leader. Training allows you to form the skills necessary for successful communication and decision-making, which ultimately helps a person to achieve their goals and conduct productive activities.