Introducing PACT Model of Transformative Persuasion: Re-emergence of Learning Approach to Persuasive Communications
- سال انتشار: 1400
- محل انتشار: مجله مطالعات فضای مجازی، دوره: 5، شماره: 2
- کد COI اختصاصی: JR_JCSS-5-2_001
- زبان مقاله: انگلیسی
- تعداد مشاهده: 178
نویسندگان
PhD Candidate in Media Management, Alborz Campus, University of Tehran, Iran
Professor, Faculty of Management, University of Tehran, Iran
Associate Professor. Graduate School of Management and Economics, Sharif University of Technology, Iran
Ph.D. Candidate in Communication and Media Studies, Eastern Mediterranean University of Cyprus
چکیده
The learning approach to persuasion was considered obsolete following the emergence of new paradigms such as cognitive and constructive approaches. However, according to the evolutions of learning theories and especially the re-emergence of the connectivism paradigm, mainly due to what new technologies have provided, the learning approach to persuasion seems to have reappeared as a powerful approach that has a lot to offer yet. Based on research conducted on transformative learning patterns and algorithms, this paper investigates: i) the applicability of using the patterns and algorithms as well as techniques developed in the transformative learning approach for transformative persuasion, ii) how media can be used in the transformation process. The components of a persuasive transformation model, the factors involved, and major elements of each factor are extracted by constructivist grounded theory (CGT), which is used for theory building, accumulating knowledge and experiences of scholars, practitioners, and experts in adult learning. We show how media can use these factors and elements and notions and techniques developed in transformative learning for the persuasive transformation of their respective audience. Borrowing the concepts of transformative learning concerning the states of mind of the adult students in different stages of the transformation process, we suggest how media can appropriately act in each stage to facilitate a transformation through persuasion.کلیدواژه ها
liminal space, media persuasion, PACT model of transformative persuasion, persuasive technologies, transformative learning, threshold conceptاطلاعات بیشتر در مورد COI
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