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Altercasting is a strategy for persuading people by forcing them in a social role, so that they will be inclined to behave according to that role.

Contents 1 History and orientation 2 Core assumptions 3 Basic forms of altercasting 4 Altercasting is a powerful strategy 5 Scope and application 6 References 7 External links

[edit] History and orientation

Although the term altercasting is used quite frequently, it is not a very well-known or elaborated theory of persuasion.

[edit] 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.

[edit] 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.

[edit] 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.

[edit] Scope and application

The tactic is frequently used in advertising and health promotion

[edit] 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. Hogg (Eds.), Attitudes, behaviour and social context: the role of norms and group membership (pp. 201-226). Mahwah, NJ: Lawrence Earlbaum Ass.

[edit] External links

• "Altercasting" Your Date
• Altercasting
• How to Start and Maintain Guanxi in the Business Context in China, Hong Kong and Singapore
• How to Do Things With Friends: Altercasting and Recipient Design