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

Muhammad Zammad Aslam (1), Ahmad Alsharairi (2), Sami Hussein Hakeem Barzani (3), Rasha Alyaqoub (4), Norhafezah Yusof (5)
(1) School of Multimedia Technology and Communication, Universiti Utara Malaysia, Malaysia,
(2) Faculty of Media, Zarqa University, Jordan, Jordan,
(3) English Language Teaching Department, Faculty of Education, Tishk International University, Iraq,
(4) Faculty of Mass Communication, University of Petra, Amman, Jordan,
(5) School of Multimedia Technology and Communication, Universiti Utara Malaysia, Malaysia


The study aims to understand the influence of religio-cultural right-wing persuasion in intercultural communication, as exhibited in a novel representing Pakistani national culture and Parsee minority culture. The methodology involves directed qualitative content analysis of Bapsi Sidhwa’s novel “An American Brat,” using a conceptual model/framework adapting/extracting coding protocol from Morin and Renvoisé’s model to analyze communication within a social neuroscience context. The research delves into the curated message of cultural diversity. Furthermore, it explains the insight of the situation into cultural and religio-cultural persuasion by the writer, which she represented in the context of three cultures, American, Pakistani, and Parsee. The characters’ communication seemed dominant, reflecting the communication regarding Pakistani Islamic cultural values due to its impact and dominance, specifically on personal and contrastive stimuli of the characters’ intuitive knowledge. Likewise, the other persuasive elements from the conceptual model/framework of Morin and Renvoisé are also reflected in the characters’ communication, which interprets any communication in a social neuroscience context. The innovative understudy of intercultural communication shows how social neuro-persuasion succeeds in reconnecting characters to their subconscious fundamental brain-rooted cognitive, cultural, and social identity. Hence, cognitive changes in stimuli often would not change or get easily influenced at teenage on conceptual, theoretical, or biological levels. According to the researchers’ conceptual arguments, future studies may utilize the present model within the textual quotations from the novel’s original text, as the present research was only delimited to qualitative content analysis. However, the theoretical/conceptual framework of the neuroscience of persuasion needs to be verified.

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Muhammad Zammad Aslam (Primary Contact)
Ahmad Alsharairi
Sami Hussein Hakeem Barzani
Rasha Alyaqoub
Norhafezah Yusof
Author Biographies

Muhammad Zammad Aslam, School of Multimedia Technology and Communication, Universiti Utara Malaysia

Muhammad Zammad Aslam: Dr. Muhammad Zammad Aslam holds Ph.D. in Communication from Universiti Utara Malaysia, Malaysia. He has a master’s degree in English (Linguistics and Literature) & a degree in Master of Philosophy in English Linguistics from the National University of Modern Languages, Islamabad. He is also a certified master trainer and an English language instructor. His research interests include Intercultural Communication, Political Communication, Spiritual and Transformational Leadership, Political Discourse Analysis, and Second Language Learning and Acquisition

Ahmad Alsharairi, Faculty of Media, Zarqa University, Jordan

Ahmad Alsharairi: Dr. Ahmad Alsharairi is an Assistant Professor at Faculty of Media, Zarqa University, Jordan. Ahmad holds a PhD degree in Communication, Malaysia completed at the School of Multimedia Technology and Communication,  Universiti Utara Malaysia. His research interests include Online Communication and Media, Communication Behaviour, Public Relations, and Internal Communication.

Sami Hussein Hakeem Barzani, English Language Teaching Department, Faculty of Education, Tishk International University

Sami Hussein Hakeem Barzani: Dr. Sami is a Lecturer at the English Language Teaching Department, Faculty of Education, Tishk International University, Erbil, Iraq. He holds a PhD degree from Cyprus International University, Turkey. His research interests include Pragmatics and Second Language Acquisition, Intercultural Communication, Pragmatics, Language Education, ELT, Pronunciation, Applied Linguistics, Error Analysis, Pragmatics, Sociolinguistics and Written Corrective Feedback.

Rasha Alyaqoub, Faculty of Mass Communication, University of Petra, Amman

Rasha Alyaqoub is an Assistant Professor and the Head of the Department of Journalism and Digital Media at the School of Mass Communication at the University of Petra. She earned her Bachelor of Arts (BA) and Master of Arts (MA) in Communications from Yarmouk University. Additionally, she obtained her PhD in Communication from Universiti Utara Malaysia. Dr Alyaqoub has been actively involved in teaching and research since 2020 at the University of Petra. Her research interests primarily revolve around the fields of public relations, online communication, and qualitative research methods

Norhafezah Yusof, School of Multimedia Technology and Communication, Universiti Utara Malaysia

Norhafezah Yusof: Professor Norhafezah Yusof is currently Dean of the Awang Had Salleh Graduate School, UUMCAS, UUM. She is a Professor in the Department of Communication, School of Multimedia Technology and Communication. She obtained her BHSc and MHSc (communications) from International Islamic University Malaysia (IIUM) and her Ph.D. (communication) from Nottingham Trent University, United Kingdom. She has been teaching and researching since 2001 at UUM.

Aslam, M. Z., Alsharairi, A., Barzani, S. H. H., Alyaqoub, R., & Yusof, N. (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), 1–11.

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