Search

In een bewerkte versie van de inaugurele rede, die de auteur heeft uitgesproken bij de aanvaarding van het ambt van hoogleraar Communicatie en Innovatie Studies aan Wageningen Universiteit, volgt een schets van de veranderingen in het denken over communicatie

Summary I was totally there!: Understanding engagement in entertainment-education narratives By Lonneke van Leeuwen Introduction Narratives have the power to influence their recipients’ health behaviors. With the entertainment-education (E-E) strategy, health organizations turn this narrative power to good account by employing narratives in their health promoting campaigns. E-E programs, mostly in the form of televised narratives, have been shown to effectively encourage a variety of health-related behaviors. Because of these positive results, the E-E strategy is considered a promising communication strategy to encourage healthy behaviors. One quality of E-E narratives that has been shown to be crucial for narrative impact is the ability of E-E narratives to engage target recipients. Engaged recipients may experience four dimensions of narrative engagement (NE): narrative understanding, attentional focus, emotional engagement, and narrative presence. Although evidence is growing that NE plays a role in E-E narratives’ impact (hereafter: E-E impact), little is known about how NE leads to E-E impact and about how NE emerges in recipients of narratives. Objective The objective of this dissertation is to provide a better understanding of NE in E-E narratives, by investigating how NE is associated with E-E narratives’ impact, and by investigating the processes that contribute to experiencing NE. Context The studies described in this dissertation are conducted within the context of NE in E-E narratives aiming to discourage alcohol (binge) drinking among adolescents and young adults. In 2008, the televised E-E drama series Roes (High in English) was broadcast on national television. Roes consists of 11 case stories (25 minutes each) portraying negative experiences and outcomes of adolescent protagonist(s) drinking alcohol and/or using other drugs. Research questions Three research questions are addressed in this dissertation: RQ1: Does Roes discourage alcohol (binge) drinking in E-E narrative recipients? RQ2a: Are NE dimensions associated with E-E impact on alcohol (binge) drinking? And, if so: RQ2b: Do negative and positive thoughts about alcohol (binge) drinking mediate associations between NE dimensions and E-E impact on alcohol (binge) drinking? RQ3: Which psychological processes experienced during narrative reception contribute to experiencing NE dimensions? Main findings This dissertation has shown that Roes discouraged alcohol (binge) drinking. Viewing multiple episodes of Roes positively predicted a decrease in alcoholic drinks consumed per occasion, an increase in the intention to decrease alcohol use, and an increase in perceived normative pressure. One year after exposure, the impact on the intention to decrease alcohol use was still present. One of the Roes episodes, Verliefd (In love in English), was further examined. After the participants had viewed this episode, their beliefs relating to the negative outcomes of alcohol binge drinking (BD) were more contra-BD as compared to their beliefs prior to viewing the episode. Attitudes towards BD and willingness to engage in BD also became more contra-BD. Then, the roles of the NE dimensions attentional focus, narrative understanding, emotional engagement, and narrative presence in E-E impact were investigated. It was shown that the NE dimensions attentional focus, emotional engagement, and narrative presence were positively associated with E-E impact. Attentional focus was associated both with stronger beliefs about the severity of the negative outcomes of BD and with a lowered intention to engage in BD. Emotional engagement and narrative presence were associated with stronger beliefs that BD leads to negative outcomes (negative outcome beliefs), and with stronger beliefs about being vulnerable to these negative outcomes (vulnerability beliefs). Surprisingly, the NE dimension narrative understanding was associated with increased willingness to engage in BD. No evidence was found that negative thoughts about BD mediated associations between NE dimensions and E-E impact. Relations between NE dimensions, positive thoughts about BD, and E-E impact could not be investigated: only one participant reported a positive thought about BD in response to Verliefd. Based on these findings we conclude that attentional focus, emotional engagement, and narrative presence are important for E-E impact, and that thoughts about BD do not play a role therein. Because NE dimensions were found to be associated with E-E impact, it was investigated which psychological processes contribute to NE dimensions. Negative thoughts about the perceptual persuasiveness of Verliefd negatively associated with emotional engagement and narrative presence. Furthermore, it was shown that enjoyment of Verliefd was a strong contributor to NE, mainly through contributing to attentional focus. Another strong contributor to NE was narrative realism, mainly through contributing to narrative understanding. Finally, personal relevance, character involvement, and perceived severity contributed mainly through emotional engagement. This dissertation shows that E-E narratives can be an effective health communication strategy to discourage alcohol (binge) drinking in young people. Furthermore, this dissertation provides health communication researchers and media psychologists with insights into the role of NE in E-E impact, and offers E-E developers practical recommendations about how to create engaging and impactful E-E narratives.

Summary I was totally there!: Understanding engagement in entertainment-education narratives By Lonneke van Leeuwen Introduction Narratives have the power to influence their recipients’ health behaviors. With the entertainment-education (E-E) strategy, health organizations turn this narrative power to good account by employing narratives in their health promoting campaigns. E-E programs, mostly in the form of televised narratives, have been shown to effectively encourage a variety of health-related behaviors. Because of these positive results, the E-E strategy is considered a promising communication strategy to encourage healthy behaviors. One quality of E-E narratives that has been shown to be crucial for narrative impact is the ability of E-E narratives to engage target recipients. Engaged recipients may experience four dimensions of narrative engagement (NE): narrative understanding, attentional focus, emotional engagement, and narrative presence. Although evidence is growing that NE plays a role in E-E narratives’ impact (hereafter: E-E impact), little is known about how NE leads to E-E impact and about how NE emerges in recipients of narratives. Objective The objective of this dissertation is to provide a better understanding of NE in E-E narratives, by investigating how NE is associated with E-E narratives’ impact, and by investigating the processes that contribute to experiencing NE. Context The studies described in this dissertation are conducted within the context of NE in E-E narratives aiming to discourage alcohol (binge) drinking among adolescents and young adults. In 2008, the televised E-E drama series Roes (High in English) was broadcast on national television. Roes consists of 11 case stories (25 minutes each) portraying negative experiences and outcomes of adolescent protagonist(s) drinking alcohol and/or using other drugs. Research questions Three research questions are addressed in this dissertation: RQ1: Does Roes discourage alcohol (binge) drinking in E-E narrative recipients? RQ2a: Are NE dimensions associated with E-E impact on alcohol (binge) drinking? And, if so: RQ2b: Do negative and positive thoughts about alcohol (binge) drinking mediate associations between NE dimensions and E-E impact on alcohol (binge) drinking? RQ3: Which psychological processes experienced during narrative reception contribute to experiencing NE dimensions? Main findings This dissertation has shown that Roes discouraged alcohol (binge) drinking. Viewing multiple episodes of Roes positively predicted a decrease in alcoholic drinks consumed per occasion, an increase in the intention to decrease alcohol use, and an increase in perceived normative pressure. One year after exposure, the impact on the intention to decrease alcohol use was still present. One of the Roes episodes, Verliefd (In love in English), was further examined. After the participants had viewed this episode, their beliefs relating to the negative outcomes of alcohol binge drinking (BD) were more contra-BD as compared to their beliefs prior to viewing the episode. Attitudes towards BD and willingness to engage in BD also became more contra-BD. Then, the roles of the NE dimensions attentional focus, narrative understanding, emotional engagement, and narrative presence in E-E impact were investigated. It was shown that the NE dimensions attentional focus, emotional engagement, and narrative presence were positively associated with E-E impact. Attentional focus was associated both with stronger beliefs about the severity of the negative outcomes of BD and with a lowered intention to engage in BD. Emotional engagement and narrative presence were associated with stronger beliefs that BD leads to negative outcomes (negative outcome beliefs), and with stronger beliefs about being vulnerable to these negative outcomes (vulnerability beliefs). Surprisingly, the NE dimension narrative understanding was associated with increased willingness to engage in BD. No evidence was found that negative thoughts about BD mediated associations between NE dimensions and E-E impact. Relations between NE dimensions, positive thoughts about BD, and E-E impact could not be investigated: only one participant reported a positive thought about BD in response to Verliefd. Based on these findings we conclude that attentional focus, emotional engagement, and narrative presence are important for E-E impact, and that thoughts about BD do not play a role therein. Because NE dimensions were found to be associated with E-E impact, it was investigated which psychological processes contribute to NE dimensions. Negative thoughts about the perceptual persuasiveness of Verliefd negatively associated with emotional engagement and narrative presence. Furthermore, it was shown that enjoyment of Verliefd was a strong contributor to NE, mainly through contributing to attentional focus. Another strong contributor to NE was narrative realism, mainly through contributing to narrative understanding. Finally, personal relevance, character involvement, and perceived severity contributed mainly through emotional engagement. This dissertation shows that E-E narratives can be an effective health communication strategy to discourage alcohol (binge) drinking in young people. Furthermore, this dissertation provides health communication researchers and media psychologists with insights into the role of NE in E-E impact, and offers E-E developers practical recommendations about how to create engaging and impactful E-E narratives.

De hele dag door worden we bestookt met informatie en suggesties, bedoeld om ons ergens toe aan te zetten of juist van af te brengen, in het belang van onszelf of van de wereld om ons heen. Ook bij het bedenken van oplossingen voor de meest uiteenlopende problemen roepen we al gauw om meer of betere communicatie. Kortom, strategische communicatie is aan de orde van de dag. Dit boek gaat over principes en toepassingen van strategische communicatie. Het betreft een derde, sterk gewijzigde druk waaraan nieuwe, actuele thema's zijn toegevoegd zoals onbewuste beïnvloeding, social media en de rol van communicatie bij innovatieprocessen. Het uitgangspunt van het boek is dat een goed begrip van de wijze waarop mensen met elkaar communiceren en een gedegen inzicht in de mechanismen die daarbij een rol spelen, noodzakelijk zijn voor een effectieve toepassing van communicatie, ook in professionele settings. De schrijvers richten zich op studenten die communicatie studeren aan de universiteit of het HBO. Tegelijkertijd is het boek van nut voor communicatiespecialisten bij overheden, bedrijven en maatschappelijke organisaties, die verantwoordelijk zijn voor een optimale positionering in een voortdurende veranderende omgeving. Ook voor beleidsmakers, artsen en andere professionals, voor wie strategische communicatie een belangrijk aspect vormt van het dagelijkse werk is dit boek van grote waarde. Een belangrijk deel van hun functioneren hangt af van hun inzicht in de principes van communicatie en de vaardigheid daarmee om te gaan.

Benin’s protected areas were created during the colonial period between 1940 and 1960. The colonial administration established them by confiscating rural land and putting it under government control without the consent of the local communities, who considered that their land had been expropriated. From the time that they were created until the early 1990s, these protected areas were managed solely by government officials. Local communities were considered as undesirable in the management of these resources and were kept away from them by force and repression. Many conflicts set the forest rangers and local communities in opposition to each other in relation to access to, and use of, the resources in the protected areas. This management system also proved to be inefficient in terms of conservation of these protected areas, where degradation increased over time.Participatory management of protected areas was enacted in Beninin 1993. After a seemingly promising start of participatory management efforts, conflicts have re-emerged in many protected areas. This makes it relevant to gain a better understanding of why and how such conflicts emerge. Three cases of conflict in participatory management of protected areas were investigated. A framing perspective was used in order to develop a better understanding of conflict in such settings. The various cases studied show that the idea that conflicts in natural resources management occur when there are disagreements and disputes regarding access to, and management of, the natural resources is only one side of the story. The thesis indicates that conflict about natural resources management are not only about bio-physical resources; symbolic resources, including social status, moral values, trust and other identity-related issues, play decisive roles as well. In this line of thought, the thesis shows that the co-construction and the dynamics of the social identities of the stakeholders involved in natural resources management tended to reinforce conflicts in the different cases. In addition, the thesis demonstrates that trust is an important variable in the participatory management of natural resources. It makes clear that trust is not a static state or a given characteristic of a relationship, but must be regarded as highly dynamic and constantly negotiated over time. The thesis also makes clear that formal institutions provide the initial framework for legitimate action and become intertwined with informal institutions that become decisive in the achievement of the objectives of the process. However, although formal and informal institutions are both important and can reinforce each other, the intertwining of formal and informal institutions may result in problems and conflict, especially when there is discontinuity and turn-over with regard to participants. A final cross-cutting conclusion is that conflicts are gradually co-constructed by stakeholders in discourse. In everyday conversation, people create realities that become a source of conflict. An important practical implication of the study is that those involved in facilitating community-based forest management should develop better concepts and strategies to ‘manage’ and facilitate inter-human processes. Framing analysis helps to identify inter-human processes and dynamics that are easily overlooked but are critically important in shaping the course and outcomes of participatory processes. Keywords: Participation, conflict, framing, interpretive approach, discourse, case-study, trust, institutions, social cohesion, social identity, protected areas, Benin.

Benin’s protected areas were created during the colonial period between 1940 and 1960. The colonial administration established them by confiscating rural land and putting it under government control without the consent of the local communities, who considered that their land had been expropriated. From the time that they were created until the early 1990s, these protected areas were managed solely by government officials. Local communities were considered as undesirable in the management of these resources and were kept away from them by force and repression. Many conflicts set the forest rangers and local communities in opposition to each other in relation to access to, and use of, the resources in the protected areas. This management system also proved to be inefficient in terms of conservation of these protected areas, where degradation increased over time.Participatory management of protected areas was enacted in Beninin 1993. After a seemingly promising start of participatory management efforts, conflicts have re-emerged in many protected areas. This makes it relevant to gain a better understanding of why and how such conflicts emerge. Three cases of conflict in participatory management of protected areas were investigated. A framing perspective was used in order to develop a better understanding of conflict in such settings. The various cases studied show that the idea that conflicts in natural resources management occur when there are disagreements and disputes regarding access to, and management of, the natural resources is only one side of the story. The thesis indicates that conflict about natural resources management are not only about bio-physical resources; symbolic resources, including social status, moral values, trust and other identity-related issues, play decisive roles as well. In this line of thought, the thesis shows that the co-construction and the dynamics of the social identities of the stakeholders involved in natural resources management tended to reinforce conflicts in the different cases. In addition, the thesis demonstrates that trust is an important variable in the participatory management of natural resources. It makes clear that trust is not a static state or a given characteristic of a relationship, but must be regarded as highly dynamic and constantly negotiated over time. The thesis also makes clear that formal institutions provide the initial framework for legitimate action and become intertwined with informal institutions that become decisive in the achievement of the objectives of the process. However, although formal and informal institutions are both important and can reinforce each other, the intertwining of formal and informal institutions may result in problems and conflict, especially when there is discontinuity and turn-over with regard to participants. A final cross-cutting conclusion is that conflicts are gradually co-constructed by stakeholders in discourse. In everyday conversation, people create realities that become a source of conflict. An important practical implication of the study is that those involved in facilitating community-based forest management should develop better concepts and strategies to ‘manage’ and facilitate inter-human processes. Framing analysis helps to identify inter-human processes and dynamics that are easily overlooked but are critically important in shaping the course and outcomes of participatory processes. Keywords: Participation, conflict, framing, interpretive approach, discourse, case-study, trust, institutions, social cohesion, social identity, protected areas, Benin.

De hele dag door worden we bestookt met informatie en suggesties, bedoeld om ons ergens toe aan te zetten of juist van af te brengen, in het belang van onszelf of van de wereld om ons heen. Ook bij het bedenken van oplossingen voor de meest uiteenlopende problemen roepen we al gauw om meer of betere communicatie. Kortom, strategische communicatie is aan de orde van de dag. Dit boek gaat over principes en toepassingen van strategische communicatie. Het uitgangspunt is dat een goed begrip van de wijze waarop mensen met elkaar communiceren in verschillende contexten en gedegen inzicht in de mechanismen die daarbij een rol spelen, noodzakelijk zijn voor een effectieve toepassing van communicatie. Toepassingen vinden plaats in de context van probleemoplossing en innovatie, waarbij innovatie ruim wordt opgevat. Het gaat niet alleen om technische innovaties maar ook om sociale innovaties, zoals andere manieren om met elkaar te communiceren

In een bewerkte versie van de inaugurele rede, die de auteur heeft uitgesproken bij de aanvaarding van het ambt van hoogleraar Communicatie en Innovatie Studies aan Wageningen Universiteit, volgt een schets van de veranderingen in het denken over communicatie

This dissertation questions the informational approach to health education. Many health education programmes are conducted with the implicit assumption that providing individuals with relevant information about the consequences of unhealthy behaviour will lead to a healthier way of life. Evaluations of health education programmes show, however, that rational cognitive appeals often do not seem to possess enough power to motivate people to change their behaviour. This study examines the extent to which health-related behaviour can be explained by the wish to be accepted by others.Two theories are described: attribution theory and self-presentation theory. In attribution theory it is assumed that individuals are logical information processors. By means of 'naive scientific' analysis of available information, the individual tries to obtain a veridical view of reality. Self-presentation theory assumes that individuals are motivated to create an impression on significant others that will lead to approval and avoid disapproval, by means of, for example, overt behaviours such as expressed opinions and dressing. The results of two experiments show that individuals use attribution statements for self-presentaional goals. When an actor perceives that others cannot easily repudiate a boosted self-presentation, the actor tries and succeeds to impress on others by self-enhancing attributions. When others do have access to possible repudiating information, actors' attribution statements are accurate.Subsequently, self-presentation theory is applied to health-related behaviour. In two field studies the assumption of many anti-smoking campaigns that smoking adolescents are less capable to resist peer pressure than nonsmoking adolescents is questioned. Self-presentation theory appeared to contribute to a fuller understanding of the working of peer pressure. Peer pressure is related to lifestyles, and it should be conceived of as a twoway influence process, in which it is rewarding for both the individual and the group to act in accordance with existing group norms. Peer pressure is equally strong for smokers, intenders and non-smokers.The results of the four studies show that behaviour often is guided more by self-presentational concerns than by concerns for cognitive consistency. The results of the studies can facilitate a more effective use of the influence of the social environment in health education.

This dissertation questions the informational approach to health education. Many health education programmes are conducted with the implicit assumption that providing individuals with relevant information about the consequences of unhealthy behaviour will lead to a healthier way of life. Evaluations of health education programmes show, however, that rational cognitive appeals often do not seem to possess enough power to motivate people to change their behaviour. This study examines the extent to which health-related behaviour can be explained by the wish to be accepted by others.Two theories are described: attribution theory and self-presentation theory. In attribution theory it is assumed that individuals are logical information processors. By means of 'naive scientific' analysis of available information, the individual tries to obtain a veridical view of reality. Self-presentation theory assumes that individuals are motivated to create an impression on significant others that will lead to approval and avoid disapproval, by means of, for example, overt behaviours such as expressed opinions and dressing. The results of two experiments show that individuals use attribution statements for self-presentaional goals. When an actor perceives that others cannot easily repudiate a boosted self-presentation, the actor tries and succeeds to impress on others by self-enhancing attributions. When others do have access to possible repudiating information, actors' attribution statements are accurate.Subsequently, self-presentation theory is applied to health-related behaviour. In two field studies the assumption of many anti-smoking campaigns that smoking adolescents are less capable to resist peer pressure than nonsmoking adolescents is questioned. Self-presentation theory appeared to contribute to a fuller understanding of the working of peer pressure. Peer pressure is related to lifestyles, and it should be conceived of as a twoway influence process, in which it is rewarding for both the individual and the group to act in accordance with existing group norms. Peer pressure is equally strong for smokers, intenders and non-smokers.The results of the four studies show that behaviour often is guided more by self-presentational concerns than by concerns for cognitive consistency. The results of the studies can facilitate a more effective use of the influence of the social environment in health education.

Literature was reviewed on the communication of new farming practices stressing the effects on the cultural pattern of the farmers and the function of personal influence. Three villages differing in contacts with urban culture and in adoption of new practices were studied empirically. An analysis was made of the advisory media used by the farmers.Mass media created awareness of and interest in new practices but farmers did not adopt them without personal contacts with people they could trust. Most of these contacts were with other farmers but the most influential farmers had frequent contacts with extension officers, especially in high-adoption communities. A revision of the hypothesis of two-step flow of communications was suggested. Factor analysis of 15 major variables demonstrated that adoption of new practices was mainly related to social status and contact with extension. Group norms had considerable influence on the adoption level of group members. Suggestions were made for the extension service.

Literature was reviewed on the communication of new farming practices stressing the effects on the cultural pattern of the farmers and the function of personal influence. Three villages differing in contacts with urban culture and in adoption of new practices were studied empirically. An analysis was made of the advisory media used by the farmers.Mass media created awareness of and interest in new practices but farmers did not adopt them without personal contacts with people they could trust. Most of these contacts were with other farmers but the most influential farmers had frequent contacts with extension officers, especially in high-adoption communities. A revision of the hypothesis of two-step flow of communications was suggested. Factor analysis of 15 major variables demonstrated that adoption of new practices was mainly related to social status and contact with extension. Group norms had considerable influence on the adoption level of group members. Suggestions were made for the extension service.