نوع مقاله : مقاله پژوهشی
1 دانشجوی دکتری، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، گروه زبان شناسی، تهران، ایران
2 کارشناس ارشد دانشگاه آزاد اسلامی، واحد علوم و تحقیقات فارس، گروه زبانشناسی، فارس، ایران
عنوان مقاله [English]
The aim of this study has been the deep linguistic analysis of the power of language, persuasion techniques and the process of convincement by male and female shopkeepers in Shiraz, Iran. In this study, data were collected through a random sampling by recording conversations of 15 male and 15 female shopkeepers in interaction with their customers. Data collection procedures and specification of persuasion techniques were carried out based on the Hodge and Kress model (1996),consequently they were qualitatively interpreted. After qualitative analysis of data was properly profoundly conducted, SPSS was employed to provide a clear picture of male and female shopkeepers’ utilization of persuasion techniques through a Chi-square procedure. The relevant graphs were also produced and presented for more clarity and unambiguity. Based upon the model put forward by Hodge and Kress (1996), which is more frequently and entirely effectivelyemployed for the critical discourse analysis of business interactions, no significant difference was observed with respect to female and male shopkeepers’ use of Nominalization. However, in regard tovocabulary use and idiomatic expressions,a significant difference was observed since women turned out to appeal to them more frequently and more extensively. Moreover, no significant difference was noticedpertaining to the use of Active Voice structures. Female and male salespeople manifested different linguistic behaviorsin terms of Passive Voice structure application. Male shopkeepers made use of more passive sentences in their discourse of persuasion, and this difference was statistically significant.