ALTERCASTING THEORY
ALTERCASTING A tactic for persuading people by forcing them in a social role, so that they will be inclined 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 are brought to bear to insure that the role is enacted. The social environment expects the person to behave in a manner that is consistent with the role; the role also provides the 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 placing others in
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