Chinese is one of the world's unique cultures. Being Chinese does not necessarily mean that one was born in China, but rather, they practice the Chinese Culture. In China, the national identity and psychology are determined by the cultural values that the people hold. In the country, public opinion is always given the priority before state leaders can go ahead to make any decision regarding the welfare of the nation (LuWang & Lin, 2010). In China, according to Chen (2005), the major cultural values that influence the nation’s people include filial piety, harmony, loyalty, benevolence, honesty, righteousness, wisdom, and courtesy.
Of all these, harmony is the core value. The Chinese think that the proper coordination between things is the best definition of harmony. Creating a balance between different aspects of the society as well as nature is what makes up the Chinese way of thinking. In other words, the concept of harmony does not necessarily involve uniformity. Distinguishing between right and wrong is a major factor that determines the behavior of Chinese (Chen, 2005). Chinese hold the belief that modesty is the best strategy towards diplomacy. China views all other nations as equal despite their economic inability or greatness. To them, money and wealth are seen as solutions to manly problems (LuWang & Lin, 2010). Being honest, as seen earlier, is a major pillar characterizing the cultural values of the Chinese people. Individuals are required to have wisdom and be righteousness as the best way of ensuring a balanced society.
It is, therefore, significant to note that morality in China is valued highly by individuals. Morality is the best way of achieving a peaceful society with peaceful co-existence. Therefore, all actions and decisions made by the Chinese people are based on the concept of morality. Their thoughts are built on rationality and positivity. As such, persuading Chinese is subject to all these conditions, unlike many other societies. This paper examines the persuasion strategies used in the Chinese culture. To arrive at conclusions case analysis and the use of illustrations were used concerning the topic of discussion.
Unlike in the American culture, people from the Chinese culture find some things very persuasive. As noted earlier, their way of thinking and what they believe in is quite different from other cultures especially those from the West. For instance, unlike in China, in the USA, folks do not value honesty and harmony. Particularly, one’s personal growth at the interest of the other is the best way to survive. While China sees all other nations as equal despite their military and economic strengths, USA views other nations from a perspective of their economic power, military strengths, political ability, etc. (Chen, 2005). Since ancient times, the Chinese have found moral education to be very persuasive. Unlike in America, the emphasis on moral education and morality, as the principle of effective life, influences the way of life in China. Individuals from this culture find the positive behavior to be very persuasive. For instance, good business deeds attract loyalty and from customers. A good example of such a case is the establishment of the giant coffee maker, Starbucks, in China. During the establishment, the firm did not receive much development or sales from the Chinese consumers (Fowler, 2003). This was because their business strategy and business conduct were not in line with what they believe is positive culture. The firm had to change their strategy to fit well into the country (Fowler, 2003).
Remarkably, several other cases have been experienced not only in China, but also in other countries having Chinese visitors. For instance, even when Chinese citizens visit a foreign country, they tend to carry their culture with them (Chen, 2005). They will always do what their culture tells them is right. For instance, bowing as a sign of respect has been seen among Chinese folks. Showing respect to each other is the first sign of persuasion. Morality in China goes beyond business ethics unlike in America. In China, consumers will be persuaded to buy a product from a firm that upholds the Chinese culture as well as does everything positively to the benefit of the society. Conversely, Americans will be persuaded to purchase a product merely because of its perceived quality or because a friend has referred them. In other words, Chinese find good and positive behavior to be very persuasive behavior.
According to Chen (2005), the Chinese also find government and politics to be very persuasive. The respect that individuals are required to show those above them guides this factor. In China, the elderly are to be respected. Those in government positions are also to be respected as well. As such, the government and politics are two factors that the citizens find to very persuasive. Leaders are thought to be wise people full of astuteness and knowledge. Public opinion, as noted before, is very much valued by the government. Before strategic decisions are made, the government has to give a listening ear to what people have to say. Therefore, the decisions they make represent not only the interests of the government, but the whole nation as well (Chen, 2004). This element is very much contrary to cultures like the USA. In the USA, most decisions are independently made due to the political structure of the nation. It is hard to find a common voice among the Americans. In most cases, they are divided along the two major parties, the Democrats, and the Liberals. As such, LuWang and Lin (2010) note that the Chinese tend to believe in what their leaders and the government say. Notably, while respect may be seen as a cultural value among the Chinese, it is the basis of developing one voice for the nation.
Therefore, concerning this discussion, there are three major strategies that can be used to persuade the Chinese without necessarily offending them. First and foremost, the force f morality is the best rhetoric method of appealing to the Chinese. Morality among the Chinese is an efficient way of maintaining social order in conformity to the role expectations of the society. Therefore, the best strategy to persuade the Chinese without offending them is elucidating the degree to which an action or a decision is consistent with the social role expectations and order. In China, morally appealing to a person is likely to convince them to take a specific course of action or make a particular decision (Chen, 2005). In other words, establishing the link between, character, decisions, actions and what is deemed as right in the Chinese culture is the best strategy towards persuading them. Furthermore, in some cases, this strategy is used to dissuade individuals from making wrong decisions or doing wrong things. Notably, most foreign businesses in China market their products emphasizing on how well they fit into the Chinese culture and how they embrace the concept of morality. Particularly, it is significant to create an appeal to the Chinese people before asking them to make a certain decision (Chen, 2004). Therefore, linking an action to societal expectations of what is right is the most effective way of persuading the Chinese without offending them.
Secondly, Chen, (2005) suggests that another rhetoric method used to persuade the Chinese without offending them is proving a point or making a case by quoting real-life examples from either the present or the past. In China, precedence is valued highly. History is part of everyday life. Furthermore, it is used to influence decision making. Past events can neither be erased nor changed. Since ancient times, history in China has gained strength as an efficient persuasive tool. However, present actions, events, and activities also influence the way Chinese make their decisions. For instance, Fowler (2003) thinks that if something whose consequences are adverse has to be done today; reference made from the past is likely to dissuade individuals going ahead with the intended action. On the other hand, if the outcomes of an action in the past were positive, them individuals are likely to be convinced to try again that action (Chen, 2004). Evidently, building up examples from real-life encounters also seems to be a good way of convincing the Chinese to make certain decisions. They are likely to follow a suggestion if a similar suggestion followed in the past yielded positive results and vice versa. Most importantly, Chen (2004) contends that unlike the moral appeal, this strategy is more practical because it is based on reality. If enough evidence points to a particular direction, then the Chinese will be easily persuaded to follow that direction.
Finally, to persuade the Chinese without offending them is by using emotional appeal as Ramsay (2008) mentions. While this might be indirectly related to the moral appeal strategy, it is built more on traditional virtues and beliefs. These virtues include sincerity, kindness, faith, loyalty, righteousness, and honesty. Emotions based on these virtues are the basis of actions and decisions made by the Chinese (Fowler, 2003). Being dishonest and lying about an action or a decision is unlikely to persuade the Chinese. Furthermore, it will offend them and make them angry. One should first be kind to the Chinese to convince them. Being kind implies that one’s actions are in the best interests of the persuade. Positive emotions and feelings are the roadmaps to moral behavior. Therefore, having these positive emotions and feelings will stir up trust among the Chinese people, which, on the other hand, will stir up conviction (Chen, 2004). Once a conviction is induced, as Chen (2004) agrees, they will be persuaded to go on with a specific course of action.
In summary, in Chinese culture, morality is valued highly. The virtues and values that make up the culture are determinant of how easily Chinese individuals can be persuaded. Persuasion strategies include the moral appeal, historical analogy/real-life illustrations, and the emotional appeal. Once an action is perceived to be right, positive or in the best interests of the Chinese people, they can be persuaded without necessarily offending them. Chinese have strong belief in their culture and embrace it anywhere they go. As such, upholding their culture could be the foundation of effective persuasion.
References
Chen, L., (2004). Persuasive Communication: Process and Practice. Taipei: Wunan.
Chen, L., (2005). Persuasion in Chinese Culture: A Glimpse of the Ancient Practice in Contrast to the West. Intercultural Communication Studies, 14(1): 28-40
Fowler, G. A., (2003). Starbucks' Road to China: Prime Locations Are the Key, But So Is Using Snob Appeal To Lure Nation of Tea Drinkers. Wall Street Journal (Eastern Edition)
LuWang C. & Lin, X., (2010). The Heterogeneity of Chinese Consumer Values: a Dual Structure Explanation. Cross Cultural Management: An International Journal, 17(3): 244-56.
Ramsay, G. (2008). Shaping minds a discourse analysis of Chinese-language community mental health literature. Amsterdam, NL: John Benjamins Pub.
