The Fourth edition of The art of Persuasive Communication – A process situates contemporary persuasive practices against the background of the rich history of rhetoric and within the setting of a democratic state. Throughout, the author addresses critical issues that are important to communication science scholars and practitioners, as well as those active in related disciplines such as political science, sociology, social psychology and rhetorical studies.

The Fourth edition differs from the previous one in the following ways:

• The arrangement of the contents has been revised to facilitate a greater understanding
• There is much new material, especially in chapters 4, 5, 7, 8
• The role of social media is discussed and considered in chapter 7
• Chapter 8 includes a section on image management
• Chapter 9 is a new chapter focussing on political debates
• A new chapter 12 on Persuasion and the rhetorical imprint of a public rhetor has been added
• New contemporary examples related to South Africa have been included.

Chapter one: Communication and persuasion: A democratic setting
Chapter two: Persuasive communication: The historical context
Chapter three: Broad starting points of interpersonal persuasion
Chapter four: Theories of interpersonal persuasion
Chapter five: Persuasion, mass and social media, and public opinion
Chapter six: Perspectives of propaganda
Chapter seven: Leadership, persuasive language and politics
Chapter eight: Image and persuasive political campaign management
Chapter nine: Persuasion and political debates
Chapter ten: Persuasion and political negotiation
Chapter eleven: Rhetorical discourses of South African statesment
Chapter twelve: Persuasion and the rhetorical imprint of a public rhetor

Undergraduate students in Communication Studies, Media Studies, Rhetoric, Persuasive Communication, Leadership Communication and Management, Political Communication.