Journal of Technical Writing and Communication Jan 2025

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

Kirk St.Amant ; Walter Giordano University of Naples Federico II

Abstract

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.

Journal
Journal of Technical Writing and Communication
Published
2025-01-01
DOI
10.1177/00472816231216911
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