Expanding Communication Expectations

Examining Audience Understanding of Scripts Through Fold and Swap Strategies

Bibliographic Data

ID21411039
AuthorsKirk St Amant (0000-0002-5377-1736, Technical Communication, Louisiana Tech University, Ruston, Louisiana, USA, corresponding author), Walter Giordano (0000-0002-2436-922X, Department of Economics and Statistics, Unievrsità degli Studi di Napoli Federico II, Naples, Italy)
Year2025
Volume55
Issue1
Pages58-78
Publication date2025-01-01
Open AccessYes
TypeARTICLE
VenueJournal of Technical Writing and Communication (JOURNAL)
Journal identifiersISSN: 0047-2816 • E-ISSN: 1541-3780
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/00472816231216911
OpenAlexW4389092180
LanguageEN
References cited29

This entry presents cognitive-based strategies, called folds and swaps, communication professionals can use to introduce new concepts to different groups. A novel extension of prototype theory and script theory from cognitive psychology and linguistics, these strategies can help create messages that add, or fold, new ideas, activities, or items into existing processes. Communication professionals can also use these strategies to develop messaging that shifts, or swaps, the location individuals associate with performing different activities. Through an application of folds and swap strategies, communication professionals can help audiences contextualize new approaches to everyday activities

Business · Cognition · Cognitive linguistics · Cognitive science · Communication theory · Knowledge management · Political science · Public relations · Scripting language · Sociology · Swap (finance) · Communication · Computer Science · Design Education and Practice · Language, Metaphor, and Cognition · Psychology · Visual and Cognitive Learning Processes

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