Should we be uncomfortable with argument and persuasion?

Those of you who read my February update may recall that I referred to Rory Stewart’s “Long History of Argument” (R4, BBC Sounds). Episode 1 reminded listeners of Aristotle’s 3-limb “rules” for good argument – Ethos, Pathos, Logos (good character of the speaker, emotion and evidence, respectively). 

This month I’ve caught up with Episodes 2 and 3 and there are further interesting insights on argument and persuasion which chime with the teaching of Articulate….

We know that argument in public discourse has all too often become divisive and polarised – arising in part, Rory would argue, from the use of social media and the TV soundbite. People express strong-held views bluntly and aggressively, without acknowledgment of different values and standpoints. The soundbite contains an element of truth but can often be seen as an attempt at manipulation.  

It is as a result of this, I believe, that my clients sometimes confess to feeling uncomfortable with the concept of “persuasion”. How can we be persons of integrity and reasonableness and at the same time be seen to persuade? I understand this concern. 

In Episode 3, Rory Stewart argues that the answer is not to avoid argument but to argue (or persuade) well. This requires acknowledging where your listeners are – what are their values and standpoints? It involves explaining clearly and respectfully your own position, with reference to evidence and reasons. Any presentation is in fact a form of dialogue. It is never right to ignore or browbeat “the other side” – good argument involves taking the other side, or sides, into account. 

Did you know that the Latin root of the word “argument” is “arguere” which can mean “to make clear”? (Episode 3). If I’ve coached you in persuasive skills you have probably heard me say that “persuasion is not about “spin”, it’s about being understood”. Persuasion makes clear your position. You will have also heard me say “focus on the audience”. Understand your audience. Acknowledge their concerns or their potential counter arguments. Listen. Argue well.