PERSUASION, AN IMPONDERABLE FORM OF COMMUNICATION

The intention of this approach is to set clear boundaries between three concepts so widely used in the social and human sciences: persuasion, manipulation, communication. Moreover, we want to join the positions that persuasion is a component of communication, an imponderable shaper of everyday life. A necessary clarification is that persuasion is differentiated from manipulation by the simple fact that the person being persuaded realizes that the message is constructed and conveyed to influence them, differentiating persuasion not only from manipulation, but also from advertising.