Tushen amintacce

Tushen amintacce shine "kalma da aka saba amfani da ita don nuna halaye masu kyau na mai sadarwa wanda ke shafar karɓar saƙo. "  Nazarin ilimi na wannan batun ya fara ne a karni na 20 kuma an ba shi girmamawa ta musamman a lokacin yakin duniya na biyu, lokacin da gwamnatin Amurka ta nemi amfani da farfaganda don rinjayar ra'ayin jama'a don tallafawa kokarin yaƙi. Masanin ilimin halayyar dan adam Carl Hovland da abokan aikinsa sun yi aiki a Sashen Yakin a kan wannan a cikin shekarun 1940 sannan suka ci gaba da karatun gwaji a Jami'ar Yale. Sun gina a kan aikin masu bincike a farkon rabin karni na 20 waɗanda suka haɓaka tsarin sadarwa na Source-Message-Channel-Receiver kuma, tare da Muzafer Sherif, (Muzaffer Şerif Başoğlu) sun haɓaka wannan a matsayin wani ɓangare na ra'ayoyinsu na rinjaye da hukunci na zamantakewa.

 Bayani na gaba ɗaya 
Ka'idar amintacce tushe wata ka'idar da aka kafa ce wacce ke bayyana yadda sha'awar sadarwa ke shafar abin da ake ganin amintaccen tushen sadarwa. Amincewa da duk sadarwa, ba tare da la'akari da tsarin ba, an gano cewa yana da tasiri sosai ta hanyar fahimtar amincin tushen wannan sadarwa

Tunanin amintacce ya fara ne daga Aristotle wanda ya yi jayayya cewa dole ne a gina amincin mai magana kuma a kafa shi a cikin magana kuma abin da mai magana ya yi ko ya ce kafin irin wannan magana ba shi da mahimmanci. Aristotle ya raba fannoni na rinjaye zuwa kashi uku: ethos (gaskiya), pathos (motsa jiki) da logos (mahimmanci). Kamar yadda amintacce ke nufin mutanen da suka yi imani da su, motsin rai da tunani suna nuna alaƙar motsin rai na mutum da hanyar yin tunani don shawo kan ɗaya daga cikin takamaiman gardama da / ko magana. Yankin amincin tushe ana nazarin shi don aikace-aikace masu amfani a cikin sadarwa, tallace-tallace, doka, da kimiyyar siyasa.
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