The Ability of Narrative Communication to Address Health-related Social Norms.
The Ability of Narrative Communication to Address Health-related Social Norms.
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DOI：
10.1515/irsr-2013-0014
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发表时间：
2013-02
影响因子：
--
通讯作者：
Baezconde-Garbanati L
中科院分区：
文献类型：
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作者：
Moran MB;Murphy ST;Frank L;Baezconde-Garbanati L
社会规范是健康行为的一个重要预测因素，并已成为各种健康传播活动的目标。然而，这些宣传活动往往遇到与规范存在的社会具体背景有关的挑战：具体而言，目标人群在多大程度上认同广告中介绍的参照群体，以及目标人群在多大程度上相信宣传活动的信息。我们认为，因为它的能力，观众之间的影响识别，叙事通信是特别适合影响社会规范，因此，行为意图。本文介绍了一项随机试验的结果，该试验测试了两部电影（一部叙事电影，一部非叙事电影）在改变巴氏试验检测宫颈癌的社会规范和行为意图方面的有效性。研究结果表明，叙事电影实际上更有效地产生积极的变化，感知规范和意图。
Social norms are an important predictor of health behavior and have been targeted by a variety of health communication campaigns. However, these campaigns often encounter challenges related to the socially specific context in which norms exist: specifically, the extent to which the target population identifies with the reference group presented in the ad and the extent to which the target population believes the campaign's message. We argue that because of its capacity to effect identification among viewers, narrative communication is particularly appropriate for impacting social norms and, consequently, behavioral intention. This manuscript presents the results of a randomized trial testing the effectiveness of two films – one narrative, one non-narrative – in changing perceived social norms and behavioral intention regarding Pap testing to detect cervical cancer. Results of the study indicate that the narrative film was in fact more effective at producing positive changes in perceived norm and intention.