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

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.