The Development Of Persuasive Abilities In College Students

Communication is a field of study that has its roots in the study of persuasion. From Aristotle to presentday scholars, we have centered our attention on the requisite skills and abilities necessary to change attitudes and behaviors. While arguments too numerous to review here have ensued during the development of competing positions, what has been sorely lacking is evidence of whether or not these skills can be taught. While there is a great deal of reporting on various approaches to and measurements of message effectiveness, the communication literature is rather sparse in investigating whether message effectiveness, and particularly, persuasive abilities, can be enhanced. Perhaps this is because few of our theory-oriented persuasion courses set out to effect changes in persuasive abilities, or perhaps because the theoretical underpinnings and measurement issues have consumed the bulk of research interests and time. In any event, it seems past due that we posit questions about how to develop or enhance the person centered abilities research has shown to be effective in a variety of settings including work, friendships, courtships, and marriages. Moreover, the competing explanations for persuasive abilities demand that we ground our questions within a particular theoretical context so that data and claims about findings can be made meaningful.