ALPHABETIC LIST OF THEORIES1.
Adaptive Structuration Theory2.
Cognitive Dissonance theory9.
Computer Mediated Communication10.
Coordinated Management of Meaning12.
Diffusion of Innovations Theory15.
Elaboration Likelihood Model17.
Expectancy Value Theory18.
Health Belief Model21.
Hypodermic Needle Theory22.
Language Expectancy Theory25.
Media Richness Theory26.
Model of Text Comprehension30.
Network Theory and Analysis32.
Protection Motivation Theory34.
Reduces Social Cues Approach36.
Social Cognitive Theory38.
Social Identity Model of Deindivuation Effects39.
Social Presence Theory40.
Spiral of Silence43.
Theory of Planned Behavior/ Reasoned Action45.
Transactional Model of Stress and Coping46.
Two Step Flow Theory47.
Uncertainty Reduction Theory48.
Uses and Gratifications Approach
See also Mass Media & Public Relations, Advertising, Marketing and ConsumerBehavior. 3. ALTERCASTING
A tactic for persuading people by forcing them in a social role, so that they will beinclined to behave according to that role. History and orientation
Although the term altercasting is used quite frequently, it is not a very well-known or elaborated theory of persuasion. Core assumptions
When a person accepts a certain social role, a number of social pressures arebrought to bear to insure that the role is enacted. The social environment expects theperson to behave in a manner that is consistent with the role; the role also providesthe person with selective exposure to information consistent with the role. Altercasting means that we ‗force‘ an audience to accept a particular role that make them behave in the way we want them to behave.There are two basic forms of altercasting: ·Manded altercasting means that we ‗tell‘ people who they are (or are supposed to be) by making an existing role
salient (‗You as a Christian should....‘), by placingothers in a particular role (‗You as a young abitious person should ....‘), by attributing a new identity or role to someone, or by asking people to play a role.·Tact altercasting means that we put our selves as senders in a role that ‗evokes‘ a
natural counter-role for the other. Some common role sets are for instance expert-unknowing public, fool - normal, helper - dependent, scapegoat - sinners, etc. Altercasting is a powerful tactic because
ial role is a basic unit in people‘s everyday condition;
·presenting oneself in a social role that can be used to cast the alter (tactaltercasting) is relatively easy·constructing roles that trap others in a course of action is also relatively easy;·people often accept easily the social roles offered to them.
Conceptual modelNot applicableFavorite methodsExperimentsScope and applicationThe tactic is frequently used in advertising and health promotionExamplesto be addedReferencesPratkanis, A. R. (2000). Altercasting as an influence tactic. In D. J. Terry & M. A.Hagg (Eds.), Attitudes, behaviour and social context: the role of norms and groupmembership (pp. 201-226). Mahwah, NJ: Lawrence Earlbaum Ass. 4. ARGUMENATION THEORY
how people argue
History and Orientation
Argumentation exists from way before the 19
century, where the Aristotle‘s
logical theory is found first. This indicates that argumentation was an important factoralready in society. Until the 1950s, the approach...
References: ratkanis, A. R. (2000). Altercasting as an influence tactic. In D. J. Terry & M. A.Hagg (Eds.), Attitudes, behaviour and social context: the role of norms and groupmembership (pp. 201-226). Mahwah, NJ: Lawrence Earlbaum Ass.
important subject on universities and colleges. Textbooks appeared on ‗Principles of Argumentation‘ (Pierce, 1895). In the 1960s and 1970s Perelman and Toulmin were
the most influential writers on argumentation
ing (ordecreasing) the acceptability of a controversial standpoint for the listener or reader,by putting forward a constellation of propositions intended to justify (or refute) the
standpoint before a rational judge‘ (Van Eemeren et al, 1996)
The Uses of Argument
(Cambridge: Cambridge University Press, 1958).
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