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Attitudes and the strategies for changing attitudes towards

Even within the sporting world negative attitudes are prevalent, although the majority of sports participants, coaches and spectators have positive attitudes negative attitudes are still found. Aggression and racism are commonly found negative attitudes within netball and other sports. Such attitudes are often deep-rooted and associated with wider social issues.
             One way put forward to change attitudes is using the "persuasive communication theory". Hovland et al. (1953) suggest that according to this theory, for an attitude to change the person must attend to understand, accept and retain the message. Gill (1986) states that persuasion to change an attitude in sport works best when:.
             The teacher/coach is perceived as being: .
             Expert or trustworthy.
             And the message is:.
             Clear, unambiguous, and appropriately balanced between .
             emotion and logic, pros and cons.
             In terms of this being effective within the game of netball to change negative attitudes it is important for a coach to appear and be an expert in the field of netball. It is also necessary for coaches to make their messages to the team/individual as clear as possible. It is necessary for a netball coach to persuade a team to agree with them.
             The "Cognitive dissonance theory" put forward by Festinger (1957) is another way to change attitudes. In order for this theory to work and bring about a change in attitude a coach must ensure the three elements from the Triandic model are all consistent with one another. Woods (1998) uses the established analysis of attitudes as incorporating three parts. A PE teacher conducting a netball lesson may feel males shouldn't play netball and therefore have their own attitudes within the triadic model:.
             Ideas or cognitions - the teacher is unenthusiastic about males playing netball.
             Emotions or effects - the teacher discriminates against males in the training sessions and team selection.


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