How Do Writers Use Language to Gain Readers’ Trust?
As persuasion is influenced by readers’ perception of writers’ credibility, this chapter examines strategies that writers use to gain readers’ trust. The chapter aims to demonstrate how a writer’s choice of strategies for establishing credibility mirrors the values of a particular community. The chapter begins with a brief discussion of the concept of credibility, using Rosenblatt’s literary theory. The chapter then presents seven strategies that writers of self-improvement books employ to establish their credibility. The findings are based on an analysis of 20 ‘About the Author’ sections from self-improvement books.
KeywordsCredibility Expertise Gaining trust
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