Lecture 4 - Psychological reactance & politeness theory Flashcards
What is reactance?
A reaction against a limitation in our freedom
Reactance can be either of one things
Cognition > you will think of arguments
Affect > You will feel angry
What language is mostly used in ads that trigger reactance?
Forceful language > We have to something, which we consider a threat.
Explain the politeness theory.
Politeness theory works on the assumption that we have two different types of ‘face’: Positive face and Negative face.
Positive politeness: Appealing to a person’s Positive Face can mean making the individual feel good about themselves.
Negative politeness: Appealing to a person’s negative face can mean making the other person feel like they haven’t been imposed upon or taken advantage of.
Forcefull language has 2 elements, explain
- Controlling language
Uses commands, someone has to do something - Demanding language:
Humilliating language, dismiss anyone who does not agree.
What are the two types of want?
Negative face wants > Desire to protect their personal rights, such as their freedom of speech and action
Positive face wants > Desire to be liked and respected
How doe people reduce face threats?
Minimize a threat or using politeness strategies to remain well liked
What is the concept of faces?
The positive public image [we] seek to establish in social interactions. face = self image
What are face-threatening acts?
A face-threatening act is when communication can damage a person’s sense of face or affect the needs and desires of someone’s positive or negative face.
When are face-threatening ads not seen as a threat?
When source has greater power
When it happens in situations that require efficiency
What are the 4 phases of reactance theory?
- Freedom
- Threat of freedom
- Reactance
- Restore freedom
