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

Research output: Contribution to journalArticle

4 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 languageEnglish (US)
Pages (from-to)161-170
Number of pages10
JournalCommunication Research Reports
Volume34
Issue number2
DOIs
StatePublished - Apr 3 2017

Keywords

  • Audiovisual
  • Cervical Cancer
  • Experiment
  • Narrative Persuasion
  • Print

ASJC Scopus subject areas

  • Communication

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