Utilising the World Wide Web in reversal theory teaching, research and marketing

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Title: Utilising the World Wide Web in reversal theory teaching, research and marketing
Author(s): Heskin, Ken; Mathews, John
Abstract: The creation of the World Wide Web (WWW) has revolutionised global communications and created opportunities for individuals and organisations to use innovative ways of communicating to new audiences. This new technology creates opportunities for enhanced teaching methods, collaborative research, and the presentation of newer theoretical ideas to the world. Publishing domains controlled by traditional and established information services are no longer able to act as exclusive "gatekeepers" of what is made available to the public. Gatekeeping is fuelled by intellectual conservatism, establishment self-interest, the North American tilt of the good ship Psychology and other extraneous market factors. These factors effectively protect the status quo and relegate alternative theories to, at best, minor roles within a pantheon of theories given wide circulation within established media channels. The immediacy of WWW publishing and the extensive audiences available have altered that basic dynamic, albeit the full force and implications of the change are yet to be fully worked through and comprehended. The Reversal Theory Society's progress depends on good teaching and research and on effective communication, both among members and between members and the outside world. These new information technologies present opportunities for Reversal Theory to gain ground against more established, alternative theoretical positions that currently dominate the limited conventional channels of publication. This paper reviews communication resources relevant to RT, which are available on the WWW and addresses the utilisation of these resources in RT teaching, research and marketing. In addition, experiences of WWW-assisted RT teaching are interpreted within the framework of RT itself.
Publication type: Conference paper
Research centre: Swinburne University of Technology
Source: Paper presented as the presidential address at the 8th International Conference on Reversal Theory, London, United Kingdom, 22-24 July 1997
Publication year: 1997
Keyword(s): Communications technologies; Internet; Marketing; Motivation; Personality theory; Reversal theory; Reversal theory studies; World Wide Web
Publisher: International Conference on Reversal Theory
Publisher URL: http://www.reversaltheory.org/Conferences.htm
Peer reviewed