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View/Open - University of Zululand Institutional Repository

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In the same page Thompson (1998) says that some people treat negotiation as an<br />

emotional interaction by focusing on the affective components or emotional<br />

characteristics <strong>of</strong> a conflict e.g. jealousy, hatred, anger and frustration. These have what<br />

Thompson (1998) calls "an emotional conflict frame" and they do not focus on the<br />

actions and behaviours taking place in the negotiation. They are also less satisfied with<br />

the outcome <strong>of</strong>the negotiation.<br />

THE SEVEN PROPAGANDA DEVICES<br />

When one is involved in persuasive communication it is important not only to<br />

evaluate one's own, but also one's adversary's communication so that one is not fooled<br />

by mere propaganda and ends up taking regrettable decisions. Seven propaganda<br />

devices are mentioned. These devices are tied up to our emotions instead <strong>of</strong> to our<br />

reason, leading us to believing and doing something we would not do ifwe had time to<br />

think. These propaganda devices are:<br />

~ The name-calling device<br />

~ The glittering-generalities device<br />

~ The transfer device<br />

~ The testimonial device<br />

~ The plain-folks device<br />

~ The card-stacking device<br />

~ The bandwagon device<br />

NAME-CALLlNG<br />

Jackall (1995:218) mentions that when this device is used an appeal is made to<br />

our "hate or fear so that we judge people or situations according to the bad names they<br />

320

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