Explaining the Effects of Narrative in an Entertainment Television Program: Overcoming Resistance to Persuasion
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چکیده
This research tested the mechanisms by which a narrative entertainment televisionprogram influences safe sex intentions. Drawing on existing research and theorizing onnarrative persuasion and overcoming resistance, this study examined the process throughwhich entertainment programs generate persuasive influence. 367 undergraduates viewedeither a dramatic narrative program or a non-narrative, news-style program about thecomplications of teen pregnancy. Participants filled out a questionnaire assessing theirreactions to the program immediately after viewing and again two weeks later. Resultssuggest that entertainmenteducation programming may overcome various types ofresistance to persuasion for some viewers by masking persuasive intent and fosteringparasocial interaction and identification with characters. Discussion focuses on thetheoretical and practical implications of this research. Zur Wirksamkeit von Narrationen in unterhaltenden Fernsehprogrammen: DieÜberwindung von Widerstand gegen Persuasion Vorliegende Studie untersucht die Mechanismen, durch die ein narrativesunterhaltendes Fernsehprogramm Intentionen zu geschütztem Geschlechtsverkehrbeeinflusst. Basierend auf Theorie und Forschungsergebnissen zu narrativerPersuasion und der Überwindung von Widerstand befasst sich die Studie mit demProzess, durch den Unterhaltungsprogramme einen persuasiven Einfluss herstellen.367 Studierende sahen entweder eine dramatische narrative Sendung oder einenicht-narrative, nachrichtenähnliche Sendung über die Komplikationen vonSchwangerschaften bei Teenagern. Mittels Fragebogen wurden die Reaktionen derTeilnehmer gleich nach der Rezeption der Beiträge und zwei Wochen später erfasst.Die Ergebnisse zeigen, dass ein Entertainment-Education Programm bei einigenZuschauern verschiedene Arten von Widerstand gegen die Persuasion durch dieVerschleierung der persuasiven Intention und durch die Unterstützung vonparasozialer Interaktion und Identifikation mit den Charakteren überwinden kann.Die Diskussion befasst sich mit den theoretischen und praktischen Implikationendieser Forschung. Explaining the Effects of Narrative in an Entertainment Television Program: Overcoming Resistance to Persuasion
منابع مشابه
Entertainment - Education and Elaboration Likelihood : Understanding the Processing of
Copyright © 2002 International Communication Association The impact of entertainment-education messages on beliefs, attitudes, and behavior is typically explained in terms of social cognitive theory principles. However, important additional insights regarding reasons why entertainment-education messages have effects can be derived from the processing of persuasive content in narrative messages....
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