This article examines the mechanisms of media influence aimed at shaping opinions, beliefs, and social or individual behavior, and explores persuasiveness as a central component of media impact. A review of scientific literature reveals two major research approaches to persuasiveness: psychological and linguistically oriented. Persuasiveness is conceptualized as a speech macro-act grounded in cognitive, affective, and argumentative strategies employed by the addresser to influence the recipient’s mental sphere and regulate their behavior. The study highlights the role of persuasive communication as a form of mental-verbal activity that manifests in persuasive discourse and is driven by the addresser’s global communicative intention. The article underscores the importance of analyzing persuasiveness at the intersection of cognition and communication.

Persuasiveness, media discourse, argumentation, speech macro-act

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