An analysis of persuasive messages in Shona family set-up

Mutsvairo, Jack (2018-12)

Thesis (MA)--Stellenbosch University, 2018.

Thesis

ENGLISH ABSTRACT: Persuasion is an interesting, integral yet complicated communication field that has received little research in Shona. Persuasion in Shona family set-ups has shown that conversation partners engage in arguments and counterarguments that result in either the success or failure of the compliance-gaining attempts. Of much interest are the message dimensions of explicitness, dominance and argument which characterise these persuasive messages. An understanding of how and why compliance-seeking and -resisting strategies are used may help persuaders like advertisers, politicians, family counsellors, teachers, and evangelists to promote cohesion in families. Findings in this study will be useful to the study of persuasion by future students. Also, the knowledge of Shona persuasion may come in handy when non-Shona speakers engage in persuasive conversations with Shona-speaking people. This qualitative research study analyses interview notes, audio recording transcripts and observation persuasive messages in Shona family set-ups. For the first two, content analysis is done. For persuasive messages, source arguments and target arguments are identified and compared, and then the clinching compliance-seeking argument or compliance-resisting argument for the influence goal is identified, followed lastly by an analysis of the message dimensions. The study found out that a range of compliance-seeking and -resisting strategies are used by different members of both nuclear and extended families when they pursue certain influence goals. It also found that the sequencing of compliance-seeking strategies differs depending on the influence goal the source will be pursuing and the relationship of the influence interactants. The study also found that proverbs, clan praise names, reference to the Bible and silent treatment are strategies used habitually by Shona persuaders. My hope is that my research findings will stimulate interest among persuaders to improve their persuasive skills since it has shed light on the use of persuasive strategies among the Shona. Students of persuasion will find it as pioneer work from which they will launch further investigation in this area.

AFRIKAANSE OPSOMMING: Oorreding is 'n interessante, integrale, maar ingewikkelde kommunikasieveld wat min navorsing in Shona ontvang het. Oorreding in Shona-familie-optrede het getoon dat gespreksvennote betrek word in argumente en teenargumente wat óf die sukses of mislukking van die nakomende pogings tot gevolg het. Van groot belang is die boodskap dimensies van explicitness, dominansie en argument wat hierdie oorredende boodskappe kenmerk. 'N Begrip van hoe en waarom voldoening en soekende strategieë gebruik word, kan help om oorreders soos adverteerders, politici, familieberaders, onderwysers en evangeliste te help om kohesie in gesinne te bevorder. Bevindinge in hierdie studie sal nuttig wees vir die bestudering van oorreding deur toekomstige studente. Die kennis van Shona-oorreding kan ook handig wees wanneer nie-Shona-sprekers betrokke is by oorredende gesprekke met Shona-sprekende mense. Hierdie kwalitatiewe navorsingstudie ontleed onderhoudsnotas, klankopname-transkripsies en waarnemingskendende boodskappe in Shona-familie-opstel. Vir die eerste twee word inhoudsanalise gedoen. Vir oorredende boodskappe word bronargumente en teikenargumente geïdentifiseer en vergelyk, en dan word die nasien-soekende argument of nalevingsweerstandende argument vir die invloeddoelwit geïdentifiseer, gevolglik gevolg deur 'n analise van die boodskapdimensies. Die studie het bevind dat 'n verskeidenheid van voldoening-soekende en -weerstaande strategieë gebruik word deur verskillende lede van beide kern- en uitgebreide families wanneer hulle sekere invloedstoelwitte volg. Dit het ook bevind dat die volgordebepaling van nakomings-soekstrategieë verskil, afhangende van die invloed wat die bron na vore sal bring en die verwantskap tussen die invloed-interaktante. Die studie het ook bevind dat spreekwoorde, klanprysname, verwysing na die Bybel en stille behandeling, strategieë is wat gewoonlik deur Shona-oortreders gebruik word. My hoop is dat my navorsingsbevindings belangstelling onder oortreders sal stimuleer om hul oorredende vaardighede te verbeter, aangesien dit liggies aan die gebruik van oorredende strategieë onder die Shona werp. Studente van oorreding sal dit as pionierwerk vind waaruit hulle verdere ondersoek in hierdie gebied sal begin.

SHONA PFUPISO: Kunyengetedza kana kutsvetera muchiShona ibazi rezvekutaura rakakosha asi risinganzwisisike rakaitwa tsvagurudzo shoma. Kunyengedza/ kutsvetera mumhuri kunoratidza kuti vatauri vanoita gakava kusvika kwabudirira kana kusabudirira. Zvakakosha imamiriro emashoko anoti kubuda pachena, kukurira nekukakava anowanika mushoko rekunyengedza/ kutsvetera. Kunzwisisa kuti nzira dzekutsvetera kana kuramba kutsveterwa dzinoshandiswa sei kunobatsira vatsveteri vanosanganisira vashambadzi, vezvematongerwo enyika, nyanzvi dzezvemhuri, vadzidzisi nevaparidzi mukuumbanidza mhuri dzakawandza. Zvandichawana mutsvagurudzo ino zvichabatsira vachadzidza nezvekutsvetera munguva inotevera. Ruzivo rwekutsvetera muchiShona rwunogona kubatsira vasingatauri chiShona kana vava kutsvetera vanhu vanotaura chiShona. Tsvagurudzo ino inoongorora manotsi enhaurirano, zvinyorwa zvenhapamazwi uye nhaurwa dzekutsvetera mumhuri dzevaShona. Panzira mbiri dzekutanga ndichaita mhenenguro yeumbowo. Panhaurwa dzekutsvetera ndichatarisa pfungwa dzemunyengetedzi nepfungwa dzemunyengetedzwi ndodzienzaniswa, ndodoma pfungwa inoita kutsvetera kubudirire kana kuti kutadze kubudirira, ndozopedzeswa nekutarisa mamiriro emashoko ekutsvetera. Tsvagurudzo yakawana nzira dzakawanda dzekutsvetera kana kuramba kutsveterwa zvinoshandiswa nemhengo dzemhuri dzepedyo nedzekure kana dzakananga zvinangwa zvekutsvetera. Zvakaonekwa kuti kurongwa kwenzira dzekutsvetera kunosiyana zvichienderana nechinangwa chemutsveteri uye ukama hwevatauri vacho. Tsvagurudzo yakawana kuti tsumo, zvidawo, kutaura zvinoreva bhaibheri uye kunyarara kwakangwara inzira dzinoshandiswa zvakanyanya nevatsveteri vechiShona. Tariro yangu ndeyekuti zvakabuda mutsvagurudzo yangu zviite kuti vatsveteri vawedzere unyanzvi hwavo sezvo yaratidza mashandisirwo enzira dzekutsvetera nevaShona. Vadzidzi vekunyengetedza/ kutsvetera vachaiona sevhuramusasa yekuti vaenderere mberi netsvagurudzo iyi.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/104845
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