PR 660 Lecture Notes - Lecture 24: Issue Advocacy Ads, Political Philosophy

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Functional theory are families of theories originating in sociology. There is a unique functional approach that focuses on the reason people hold attitudes instead of how their attitudes are structured and if they are subject to change. Behavior of individuals come from attitudes of individuals and serve as a function based on psychological motives. Functions are seen to be useful psychologically and assumes that attitudes are active and mindful. Functional theories says that a communicator has to understand individual motivation for having an attitude if they want to understand people"s attitudes and how communication affects it. This theory is representative with attitudes being able to serve more than just one function for a person. Attitudes serve as a utilitarian function which is an instrumental or adjustment function. This function recognizes that people strive to create the maximum allowed output for a reward in their external environment with the minimum amount of penalties possible.

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