Marwell and Schmidt’s Taxonomy Influence Tactics

I just could not resist using this speech. I found this gem the first week of class and have watched it a few additional times just for pure entertainment. Although it is very difficult to take this speech seriously, it does have many elements of Marwell and Schmidt’s Taxonomy Influence Tactics.

Usually Marwell and Schmidt’s techniques are used to get someone to buy something or get some type of immediate response. However, compliance gaining techniques are quickly becoming the standard for political speeches.

Phil Davidson is quite the political character. He is running for the nomination for county treasurer. He sets up his speech by first letting us know how qualified he is by listing all his educational experience, as well as his working experience. He continues to try persuade his audience with the use of true raw emotion to win his nomination for the Republican candidate for Treasurer.

Although his yelling and awkward body movements make it hard to stay focused on what he is saying, he does actually use the following elements during his plea for his County Treasurer nomination.

First, Punishment. He insists that the Star County Treasurers office is a mess and is dire need of structure and guidance. And if we do not “grab the opportunity” to vote for this candidate it sounds as though the entire treasurers office is going to fall apart. There is no one else who can do the job better and with more enthusiasm then Mr. Davidson, so you had better not lose out on the chance to “save” the treasures office. After all, drastic times require drastic measures. (I am really trying not to laugh right now!)

The second tactic he uses is moral appeal. This tactic entails finding moral common ground, and then uses the moral commitments of a person to obtain compliance. He makes the assumption that his entire audience is no longer willing to “tolerate incompetence and irresponsibility”. He also appeals to those that have committed to the Republican Party. He insists that he is the only true republican running…he “has been a Republican in times good and he has been a Republican in times bad”.

The next tactic he uses is Liking or Ingratiation. He uses this by complementing the people of Stark County. He says that “the greatest strength of the Stark County Republican Party is its people”. He believes that politics are local and he wants to use the ideas and thoughts of the citizens. What a nice compliment to give his constituents. He wants to “use their good ideas not only as a tool, but as a weapon”.

The process premise of this speech is that the people of the county “need” reform in the treasurer’s office. He does his very best to persuade us of this, including giving examples of how he can make it better, and how hard he would work to make that happen. This all very well could be, but it is hard to get past his presentation. I would have to obviously conclude that he fails to persuade anyone to vote for him. The purpose of using Marwell and Schmidt’s Taxonomy Influence Tactics in a political setting is to persuade potential voters to vote in your favor. How effective a politician uses these influences could determine the success of their campaign. I have a feeling that Mr. Davidson could use every tactic available and still not get nominated. Did he really say that he has a Master’s in Communication? This was really a treat to watch. Consider it a gift from me to all of you, enjoy!