The social neuroscience of persuasion approach to the religious intercultural communication: a conceptual evidence from Sidhwa’s Novel ‘An American Brat’

Aslam, Muhammad Zammad and Alsharairi, Ahmad and Hakeem Barzani, Sami Hussein and Alyaqoub, Rasha Adel and Yusof, Norhafezah (2024) The social neuroscience of persuasion approach to the religious intercultural communication: a conceptual evidence from Sidhwa’s Novel ‘An American Brat’. Journal of Intercultural Communication, 24 (2). pp. 1-11. ISSN 1747-5759

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Abstract

The study highlights the importance and influence of religio-cultural right-wing persuasion in intercultural communication, especially concerning the connection between two national/conventional cultures exhibited in the novel under the pretext of Pakistani national culture and Parsee (minority or subculture). Both cultures have various distinctive features with their specific diverse nature. Therefore, the research delves into the curated message of cultural diversity (Lomia, 2017). It explains the insight of the situation into cultural and religio-cultural persuasion (with persuasion driven and diversified from the neuropersuasive communication model of Morin & Renvoisé (2018). The script understudy is Bapsi Sidhwa’s “An American Brat”, which represents cultural diversity in a precise form, as it holds for all the stimuli listed by Morin and Renvoisé (2018). The character communication in the script is a slice extract of a Parsee family that lives and oscillates between Pakistan and America. The persuasive elements are analysed using the conceptual model/framework adapted from Morin and Renvoisé, which interprets any communication in a social neuroscience context. The researchers observed various events where characters inherently responded to incidental occurring in a manner adapted from the socialisation of the mass-prevailing reactions

Item Type:	Article
Uncontrolled Keywords:	Intercultural Communication; Religio-Cultural Rightist Persuasion; Social Neuro-Persuasion; Persuasive Influence; Pakistani Culture; Pakistani Rightist Values and Norms
Subjects:	P Language and Literature > P Philology. Linguistics
Divisions:	School of Multimedia Technology & Communication
Depositing User:	Mr. Izhar Hj. Hashim
Date Deposited:	09 Nov 2026 11:29
Last Modified:	09 Nov 2026 11:29
URI:	https://repo.uum.edu.my/id/eprint/34913

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