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Framing in entertainment-education: Effects on processes of narrative persuasion
- Source :
- Health Communication; 1501; 1509; 1041-0236; 12; 32; ~Health Communication~1501~1509~~~1041-0236~12~32~~
- Publication Year :
- 2017
-
Abstract
- Contains fulltext : 231793.pdf (Publisher’s version ) (Open Access)<br />Nowadays, entertainment-education (E-E) is often used as a persuasive strategy to stimulate prosocial behavior. Although E-E is mostly regarded as a persuasive strategy in itself, in an increasing number of E-E programs several persuasive strategies are used to communicate the educational message to the audience. This study investigates the effects of a strategy widely used in health communication, but not previously studied in the field of E-E: framing. To this means we examined the effect of two different ways an E-E message can be framed: by emphasizing either the losses of not performing the behavior in question or the gains of performing this behavior. A serial multiple mediation model showed that framing affected intention to refrain from drunk cycling via counterarguing and attitude toward drunk cycling; the use of a gain frame decreased counterarguing, which decreased the attitude toward drunk cycling. This subsequently resulted in a higher intention to refrain from this behavior. Implications of these results are discussed.
Details
- Database :
- OAIster
- Journal :
- Health Communication; 1501; 1509; 1041-0236; 12; 32; ~Health Communication~1501~1509~~~1041-0236~12~32~~
- Publication Type :
- Electronic Resource
- Accession number :
- edsoai.on1366676641
- Document Type :
- Electronic Resource