What is the main goal of 'persuasion' in communication?

The main goal of persuasion in communication is to influence others to do, think, or believe something. This encompasses a variety of strategies and techniques that speakers use to sway the audience's opinions and prompt action. Persuasion aims not only to inform the audience about a particular topic but also to invoke a response that aligns with the communicator's intent or viewpoint.

When striving for persuasion, the presenter engages the audience emotionally, appeals to their values, and constructs logical arguments, all with the intent of leading them to adopt a specific perspective or take action that the communicator endorses. This process involves creating a connection between the message and the audience's beliefs or behaviors, which is fundamental to effective public speaking and communication in general.

In contrast, while informing or entertaining an audience may have its own merits, these activities do not inherently seek to change or influence beliefs and behaviors as persuasion does. Additionally, creating confusion is antithetical to the goals of clear and effective communication, as it does not contribute to a constructive or meaningful interaction with the audience. Thus, the essence of persuasion lies in its ability to drive change and foster agreement among listeners.