Kuliah V COMMUNICATION BY LANGUAGE Persuasion requires communication

Kuliah V COMMUNICATION BY LANGUAGE

Persuasion requires communication. Communication requires “Power of Logos” transcends : Time Geography Media Modes Past, present and future Asia, Europe, USA and everywhere Conversations, letters, telephone calls and on-web chats

“Power of Logos” shows itself through language. Language is: 1. the medium of thinking, and 2. the most powerful human communication tool.

LANGUAGE l Human language is an achievement of human cognition – logos. l Human language represents the process of the mind : concept, image, problem solving, decision making, etc. l Language is a sophisticated social tool used to : communicate information, coordinate actions and exchanges with others in a social group.

Language and Symbols l Language and thought rely on symbols. l Language uses spoken and written symbols. l As a result, language is not tied to concrete nor the present. Example : “book” l Symbols and meaning is a concept that is agreed upon. English – book Indonesian – buku Dutch – boek German – Buch Italian - libr

Principle of Combination l Language is based on a principle of combination. Unlimited speech production is possible. l Structure of language : Level 1 : Phonology sounds l Level 2 : Morphology combination sounds to form words l Level 3 : Syntax combination of words into sentences. l

Language Structure l Phonology : A phoneme is a sound Example : c in carrot, k in kite and ch in character have same sound same phoneme but represented by different letter or group of letters. Most words consist of several phonemes. l Morphology : A morpheme is the smallest combination of sound that have a meaning l Syntax : Each language has rules about the way words are combined grammar (tatabahasa)

Structure and Meaning l Surface structure : Grammar is about the structure of a language. There are rules in grammar. l Underlying representation : The language must have meaning, to be able to be understood and to be communicated. l “Pangeran Diponegoro memesan pizza dari Pizza Hut.

Language and Inference l Understanding language is not only through understanding the rules of syntax and the meaning of words, but also through our ability to make inferences. l The policeman held up his hand stopped the car. (Pak polisi mengangkat tangannya untuk memberhentikan mobil). l Making inference depends on our memory, perception, learning, general knowledge of the world. l A : Kepalaku pusing. Apakah kamu punya Panadol? B : Ada warung di ujung jalan.

Language and Environment l Language depends on cultural environment, social environment and physical environment. l Example : what is polite, what is impolite how to put into language. ”dear”, “yth”, etc. Snow : 1 word in English l > 20 words in Eskimo language l Tenses in English, no tenses in Bahasa Indonesia. l

For Language to be persuasive Rule-1 To communicate what you BELIEVE Belief is power in itself. Only what you believe can really be shared with others. You can never really share with others what you don’t believe.

For Language to be persuasive Specific ( parts ) P P P Perspective Whole ( whole ) Rule-2 Be specific as well as in perspective Consciousness or perception in mind gives birth to a concept through language as thinking medium. You must use language as communication tool when you want to share the concept with others. Language as communication tool, flows. It is in its nature specific and so, can catch only a part in a whole at a time, contrary to consciousness or perception in mind. Therefore when communicating, you always need to clarify which part you are now talking about in a whole. Or, to be persuasive, you must be specific as well as perspective (in what context).

Assignment l Pilih copy dari sebuah iklan l Buatlah sebuah Analisa dari bahasa yang digunakan dalam iklan tersebut, dari segi: 1. 2. 3. 4. Syntax- surface structure Underlying representation Inference Cultural and social environment

Assignment (Lanjutan) l Apa pesan yang hendak disampaikan oleh pembuat iklan? l Apa kira-kira pesan yang ditangkap oleh audience (khalayak)?