Interpretation of Persuasive Communication; a research on recipients’ interpretations of persuasive communication by NGO PAX

Abstract

This thesis explores the role of interpretation in the process of persuasion of youth. It primarily does so through a quantitative survey, but leaves room for respondents’ input and relies on the use of qualitative analysis as well. This thesis uses a campaign from peacebuilding NGO PAX as case study to examine this possible combination between communication and persuasion studies. It creates a new operationalisation of interpretation in its attempt to bridge the gap between these two scholarly fields, and reflects upon this to make it a steppingstone for future research. This research suggested that personal characteristics would influence the interpretation of the message, which in turn influences the support of the campaign. This turned out to be mostly insignificant. However, the interpretation of the message in relation to the respondents’ attitudes and interests turned out to be of influence on their support. This seems to be even more important than creating a clear message. Respondents furthermore identify the output of the campaign as a reason to (not) support the cause. Finding the right audience, tuning in on their interests and highlighting the effect of the campaign thus seem to be vital to gain support of the public.