ABSTRACT
This chapter provides a theoretical framework for communicating safe sexual behavior, based upon the notions of face and politeness as analyzed by Brown and Levinson, and the concept of altercasting, as discussed by Pratkanis. Whitehead and Russell (2004) conclude from their literature review that reactance occurs in particular as a response to health educators who take a dominant and authoritarian role. Pratkanis distinguishes two basic forms of altercasting: Both forms of altercasting are considered very powerful persuasive tactics because social roles are very important motives for human behavior. The purpose is just to identify some typical role sets and to develop hypotheses about their potential effectiveness. Informing people about HIV/AIDS and persuading them toward safe sexual behavior is one of the most important weapons in the struggle against AIDS. Numerous campaigns have been started in past years, some of them worldwide, some on a national level.
