Framing in entertainment-education: Effects on processes of narrative persuasion
Source
Health Communication, 32, 12, (2017), pp. 1501-1509ISSN
Publication type
Article / Letter to editor
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Organization
SW OZ BSI CW
Journal title
Health Communication
Volume
vol. 32
Issue
iss. 12
Languages used
English (eng)
Page start
p. 1501
Page end
p. 1509
Subject
Communication and MediaAbstract
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.
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