Definition: The language expectancy theory explains how choices in vocabulary and tone can influence how persuasive a person/community/agency's message is. The reaction as well as response that the person receiving the message has can influence whether the person/entity delivering the message accomplishes their goal. This means that the person delivering the message has to be tactful and adopt strategies to produced the desired response. The theory was first developed by Brooks in 1970 and then further developed by Burgoon 1995.
Application: This theory can be applied to community development work because the language we use to interact with the community as change agents can make or break our relationship with a community. Critically choosing the words we use in our messages and considering how our tone can be perceived by communities could mean the difference between a successful or unsuccessful campaign.
Adaptation: I think this theory can be adapted to ALL other disciplines outside social work or community development. As individuals, we should be more conscious of the language and tone we use and the same applies to agencies/businesses. With how prevalent the use of social media is right now, it's especially important to be hyper-vigilant to avoid unfavorable reactions and/or "bad publicity" from folks receiving the messages.
Source: https://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Communication%20Processes/Language_Expectancy_Theory/
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