A Framework for the Study of Persuasion

Persuasion is a vital part of politics—who wins elections and policy disputes often depends on which side can persuade more people. Given this centrality, the study of persuasion has a long history with an enormous number of theories and empirical inquiries. However, the literature is fragmented, with few generalizable findings. I unify previously disparate dimensions of this topic by presenting a framework focusing on actors (speakers and receivers), treatments (topics, content, media), outcomes (attitudes, behaviors, emotions, identities), and settings (competition, space, time, process, culture). This Generalizing Persuasion (GP) Framework organizes distinct findings and offers researchers a structure in which to situate their work. I conclude with a discussion of the normative implications of persuasion.