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Persuasion, Frames and Norm Construction

persuasion , Frames and NormConstructionRODGER A. PAYNEU niversity of Louisville, USAC onstructivist theorists view norms as shared understandings thatreflect legitimate social purpose . Because the focus is on the ideationalbuilding blocks that undergird a community s shared understandings,rather than material forces, persuasive communication is consideredfundamentally important to norm -building. In practice, this means thatframes are crafted by norm entrepreneurs so as to resonate withaudiences. However, the constructivist empirical literature illustratesthe central importance of material levers in achieving normativechange.

persuasion has occurred once significant behavioral (or even rhetorical) change is identified. Theoretically, however, observing state practices alone is a poor way of evaluating the persuasiveness of normative ideas. Consider, for ... Payne: Persuasion, Frames and Norm Construction. 8 In..

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