Influence concerns changes in what others believe, feel, or do through interaction. It extends beyond persuasion and can involve information, expertise, identification, legitimacy, reward, or coercion. Social power is the capacity to produce such change; influence does not necessarily imply freely accepted argument.
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What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.