JOURNAL ARTICLE

Expanding Communication Expectations: Examining Audience Understanding of Scripts Through Fold and Swap Strategies.

  • Published In: Journal of Technical Writing & Communication, 2025, v. 55, n. 1. P. 58 1 of 3

  • Database: Academic Search Ultimate 2 of 3

  • Authored By: St.Amant, Kirk; Giordano, Walter 3 of 3

Abstract

This article focuses on two cognitive-based communication strategies—folds and swaps—that professionals can use to introduce new concepts and shift behaviors by leveraging mental models known as prototypes and scripts. Prototypes are mental representations of objects or roles, while scripts are mental models guiding behavior in specific settings. The fold strategy involves integrating new items or activities into existing scripts by aligning with users' expectations, whereas the swap strategy shifts familiar activities to new locations by tapping into alternative scripts and associated prototypes. These approaches help communication professionals design messages that facilitate the adoption of new products, processes, or behaviors by expanding or modifying audiences' cognitive frameworks, with advertising identified as a promising context for applying and studying these strategies.

Additional Information

  • Source:Journal of Technical Writing & Communication. 2025/01, Vol. 55, Issue 1, p58
  • Document Type:Article
  • Subject Area:Communication and Mass Media
  • Publication Date:2025
  • ISSN:0047-2816
  • DOI:10.1177/00472816231216911
  • Accession Number:181551272
  • Copyright Statement:Copyright of Journal of Technical Writing & Communication is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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