Identification as a Mechanism of Narrative Persuasion

Anneke de Graaf · Hans Hoeken · José Sanders · Johannes W. J. Beentjes

508 citations0/0 files storedCommunication Research

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Media Influence and Health Social and Intergroup Psychology Narrative Theory and Analysis

Abstract

To provide a causal test of identification as a mechanism of narrative persuasion, this study uses the perspective from which a story is told to manipulate identification experimentally and test effects on attitudes. In experiment 1, 120 participants read a story that was told either from the perspective of one character or another character, with both characters having opposing goals. Results showed that perspective influenced identification and story consistency of attitudes. Moreover, identification with one of the characters mediated the effect of perspective on attitudes. In experiment 2, 200 participants read a different story that was told from one of two perspectives, with both characters having opposing opinions. Results showed that identification with both characters mediated the effect of perspective on attitudes. The results of these experiments indicate that identification can be a mechanism of narrative persuasion.

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References

1985Social Foundations of Thought and Action : A Social Cognitive Theory 1991The Narrative Construction of Reality 2000The role of transportation in the persuasiveness of public narratives.2001Social Cognitive Theory of Mass Communication 1998Narratology: introduction to the theory of narrative 2001Defining Identification: A Theoretical Look at the Identification of Audiences With Media Characters 2002Entertainment-Education and Elaboration Likelihood: Understanding the Processing of Narrative Persuasion 2008Toward a Theory of Entertainment Persuasion: Explaining the Persuasive Effects of Entertainment-Education Messages

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2016Characteristics of narrative interventions and health effects: A review of the content, form, and context of narratives in health-related narrative persuasion research 2017Why Narrative Ads Work: An Integrated Process Explanation 2016Story Perspective and Character Similarity as Drivers of Identification and Narrative Persuasion 2014Influence of Evidence Type and Narrative Type on HPV Risk Perception and Intention to Obtain the HPV Vaccine

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