Theory- Framing
Define- the idea that the combination of beliefs, values, and attitudes of an individual is reflected in they way they perceive a situation. It effects how one may infer meaning and understanding to the situation at hand. ( Tversky & Khaneman, 1981)
Apply- this can be used to ensure that the person going into the community (outsider) looking to help really keeps their perspective in check. For example, what the outsider may view as a potential weakness of the community m.ay really be a strength or asset in the eyes of the community. This again outlines the importance of community participation
Adapt- This can also be used in advertisement. Adviser must first understand the target audience and the frame of that audience in order to market a product correctly.
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