Literary Interdisciplinary Research

The Process of Persuasion in the Book Kimiya-i-Sa'adat (Based on Carl HoVland's Persuasion Model)

Document Type : Original Article

Author

Tahere Mirhashemi

Assistant professor of Persian language and literature department, Faculty of Literature and Foreign Languages, Arak University

10.30465/lir.2025.48178.1828
Abstract
persuasion is an important skill in human communication and it is an interdisciplinary subject that has been dealt with in various fields such as social psychology and communication sciences. The essay aims to investigate the process of persuasion in the book Kimiai Saadat written by Imam Mohammad Ghazali (450-505 AH) within the framework of the persuasion model of Carl Howland, a social psychologist, and to answer this question in a descriptive-analytical method that What are the most obvious characteristics of the source, message, and audience that can lead to persuasion in the text of Kimiya-i-Sa'adat? The results show that credibility, power, and likability are the characteristics of the message sources of Kimiya-i-Sa'adat. In delivering the message, Ghazali paid attention to the characteristics of message comprehensibility, timely emphasis on emotion or reasoning, the order and arrangement of the message, and whether it is unilateral or bilateral. Intelligence and self-esteem are also among the components that have been taken into consideration in the selection of the in-text audience of Kimia Saadat.

Keywords

persuasive communication
persuasion
Carl HoVland'؛ s persuasion model
Imam Mohammad Ghazali
Kimiya-i-Sa'؛ adat

Subjects

Home

Guide for Authors

Submit Manuscript

Reviewers

Contact Us