- Altercasting
Altercasting is a
strategy for persuading people by forcing them in asocial 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 ensure 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 makes them behave in the way we want them to behave.
Basic forms of altercasting
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 a particular role (‘You as a young ambitious 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 ourselves 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 strategy
Altercasting is a powerful strategy because
* The social role is a basic unit in people’s everyday condition;
* Presenting oneself in a social role that can be used to cast the alter (tact altercasting) 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.
cope and application
The tactic is frequently used in advertising and health promotion
References
* Weinstein, Eugene A., and Deutschberger, Paul (1963). Some Dimensions of Altercasting. Sociometry 26.4 (December 1963), pp. 454-466.
* Pratkanis, 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 group membership (pp. 201-226). Mahwah, NJ: Lawrence Earlbaum Ass.External links
* [http://www.pineforge.com/newman5study/resources/blumstein1.htm "Altercasting" Your Date]
* [http://www.cdaconsulting.com/bottom_line/altercasting.htm Altercasting]
* [http://smib.vuw.ac.nz:8081/www/ANZMAC1999/Site/T/Tang2.pdf How to Start and Maintain Guanxi in the Business Context in China, Hong Kong and Singapore]
* [http://www.leaonline.com/doi/pdf/10.1207/s15327973rlsi2802_3 How to Do Things With Friends: Altercasting and Recipient Design]
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