주장하지 말고 논증하라(큰글자도서) (반양장)

최승호

저자:최승호
글로벌PR커뮤니케이션기업플레시먼힐러드(FleishmanHillard)대표.25년이상전략커뮤니케이션분야에서기업과조직의위기를분석하고해결해온전문가다.
다수의위기대응프로젝트를통해축적한현장경험과분석사례가본서의핵심방법론인‘논증프레임워크’의기반이되었다.

저서
《주장하지말고논증하라》(2025)
《위기대응의정석》(2024)
《생각의역습》(2016)
법률신문사,<법과여론〉칼럼연재중(2025~)

서문_논증이주장의질을좌우한다

제1장목적에따른논증전략
1.설득을위한논증전략
(1)로고스활용하기:논리적추론(LogicalReasoning)
(2)파토스활용하기:감정호소(AppealtoEmotion)
(3)에토스구축하기:신뢰성확립(EstablishingCredibility)
2.설명을위한논증전략
(4)명확한정의와용어사용:개념명확화(ConceptClarification)
(5)예시와비유:유추를통한설명(ExplanationbyAnalogy)
(6)단계별논리전개:체계적논증(SystematicArgumentation)
3.반박을위한논증전략
(7)상대방논거의약점찾기:논리적반박(LogicalRebuttal)
(8)대안제시하기:창의적해결책제시(CreativeProblemSolving)
(9)반례활용하기:반증사례제시(PresentationofCounterexamples)

제2장설득력있는논거개발
1.가치와원칙에호소하기
(10)보편적가치활용하기:보편적원칙적용(ApplicationofUniversalPrinciples)
(11)윤리적원칙제시하기:윤리적논증(EthicalArgumentation)
(12)사회적책임강조하기:공동체이익강조(EmphasisonCommunityBenefit)
2.전문가의견과사례인용하기
(13)적절한전문가선정:전문성평가(ExpertiseEvaluation)
(14)사례연구활용하기:사례기반논증(Case-BasedArgumentation)
(15)인용의정확성유지:정확한인용(AccurateQuotation)
3.데이터와사실활용하기
(16)통계데이터올바르게해석하기:데이터분석(DataAnalysis)
(17)사실검증및출처확인:출처검증(SourceVerification)
(18)데이터해석맥락제공:데이터프레이밍(DataFraming)

제3장효과적인논증구조설계
1.강력한주장설정하기
(19)명확하고간결한주장만들기:주장명확화(ClaimClarification)
(20)주장의중요성강조하기:중요성부각(HighlightingSignificance)
(21)반론예측및대비하기:반론대응(AddressingCounterarguments)
2.근거선별과배열전략
(22)신뢰할수있는근거선택:근거신뢰성평가(EvidenceCredibilityAssessment)
(23)근거의논리적배열:논리적구조화(LogicalStructuring)
(24)근거간연결성강화:논리적연결(LogicalConnection)
3.논리적흐름구성하기
(25)연역법활용하기:연역적추론(DeductiveReasoning)
(26)귀납법활용하기:귀납적추론(InductiveReasoning)
(27)인과관계논증구성하기:인과관계분석(CausalAnalysis)

제4장논증강화를위한표현기법
1.유추와비유활용
(28)적절한유추선택하기:효과적유추(EffectiveAnalogy)
(29)비유를통한복잡한개념설명:개념적은유(ConceptualMetaphor)
(30)유추의한계인식하기:유추의한계이해(UnderstandingAnalogyLimitations)
2.명확성과간결성확보기법
(31)불필요한수식어제거:간결한표현(ConciseExpression)
(32)문장구조단순화:명확한문장구조(ClearSentenceStructure)
(33)핵심메시지강조하기:핵심강조(EmphasizingKeyPoints)
3.감정적호소전략
(34)공감유발하기:공감형성(BuildingEmpathy)
(35)스토리텔링기법활용:내러티브설득(NarrativePersuasion)
(36)감정적언어적절히사용하기:감정적언어활용(EmotionalLanguageUse)

제5장상대입장에따른논증전략
1.우호적입장의상대
(37)공통점강조하기:공통기반구축(CommonGroundEstablishment)
(38)상호이익제시하기:상호이익강조(MutualBenefitEmphasis)
(39)긍정적피드백활용하기:긍정적강화(PositiveReinforcement)
2.중립적입장의상대
(40)객관성유지하기:객관적분석(ObjectiveAnalysis)
(41)균형잡힌시각제시하기:균형잡힌관점(BalancedPerspective)
(42)다양한관점고려하기:다각적분석(Multi-perspectiveAnalysis)
3.적대적입장의상대
(43)상대방입장존중하기:공감적경청(EmpatheticListening)
(44)공통기반찾기:공통점식별(IdentificationofCommonGround)
(45)건설적인대안제시하기:대안제안(AlternativeProposition)

마치며_설득사회와그적들

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