Each Medium Tells a Different Story: The Effect of Message Channel on Narrative Persuasion

Nathan Walter; Sheila T. Murphy; Lauren B. Frank; Lourdes Baezconde-Garbanati

doi:10.1080/08824096.2017.1286471

Each Medium Tells a Different Story: The Effect of Message Channel on Narrative Persuasion

Nathan Walter^*, Sheila T. Murphy, Lauren B. Frank, Lourdes Baezconde-Garbanati

^*Corresponding author for this work

Communication Studies

Research output: Contribution to journal › Article › peer-review

22 Scopus citations

Abstract

Limited attention has been given to the medium of story presentation in this process of narrative persuasion. The present study (N = 243) fills this gap by directly comparing narrative involvement across print and audiovisual versions of the same cervical cancer-related story. The mediation analysis revealed that exposure to an audiovisual narrative was associated with higher levels of cognitive and emotional involvement than exposure to the exact same narrative in its printed form. Yet the higher levels of transportation in the audiovisual condition came at a price of enhancing psychological reactance, eliminating the relative advantage of the film narrative.

Original language	English (US)
Pages (from-to)	161-170
Number of pages	10
Journal	Communication Research Reports
Volume	34
Issue number	2
DOIs	https://doi.org/10.1080/08824096.2017.1286471
State	Published - Apr 3 2017

Keywords

Audiovisual
Cervical Cancer
Experiment
Narrative Persuasion
Print

ASJC Scopus subject areas

Communication

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1080/08824096.2017.1286471

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abstract = "Limited attention has been given to the medium of story presentation in this process of narrative persuasion. The present study (N = 243) fills this gap by directly comparing narrative involvement across print and audiovisual versions of the same cervical cancer-related story. The mediation analysis revealed that exposure to an audiovisual narrative was associated with higher levels of cognitive and emotional involvement than exposure to the exact same narrative in its printed form. Yet the higher levels of transportation in the audiovisual condition came at a price of enhancing psychological reactance, eliminating the relative advantage of the film narrative.",

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Each Medium Tells a Different Story: The Effect of Message Channel on Narrative Persuasion

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

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