Describe the role that persuasive communication plays in changing people’s attitudes. (125 Words) [UPPSC 2020]
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Importance of Persuasive Communication in Attitudinal Change
1. Influencing Behavior and Attitudes: Persuasive communication is crucial for shifting beliefs and behaviors. It involves presenting arguments and evidence in a compelling way to encourage a change in perspective. For example, the Swachh Bharat Mission utilized persuasive campaigns to change public attitudes towards sanitation, leading to increased participation in cleanliness drives and a noticeable improvement in public hygiene.
2. Building Support for Policies: Effective persuasive communication helps in gaining public support for new policies. The COVID-19 vaccination drive employed persuasive messaging to address vaccine hesitancy and encourage widespread inoculation. Clear, empathetic communication from public health officials helped overcome resistance and increased vaccination rates.
3. Promoting Social Norms: Persuasive communication fosters adherence to positive social norms. The Beti Bachao Beti Padhao scheme used persuasive techniques to promote gender equality and education for girls, resulting in enhanced societal support and improved enrollment rates.
In essence, persuasive communication is fundamental in achieving attitudinal change by effectively influencing public opinion and behavior.