ABSTRACT

Communication scholars have conducted a significant amount of research to explore the conditions under which exposure to narrative messages affects individuals’ attitudes and behaviors. Perceived character typicality, defined as the degree to which characteristics of a character are perceived to be present among the portrayal’s real-world counterparts, as well as cued typicality, defined as statements about a population that indicate whether the character or the narrative is typical or not, have not been examined in understanding the effectiveness of health messages. The present research explored the effects of perceived character typicality and contextually-embedded typicality cues on persuasive outcomes. It also investigated the underlying mechanisms mediating the impact of narratives with character or cued typicality. A 2 (character typicality: typical vs. nontypical character) × 3 (typicality cues: typical cues vs. nontypical cues vs. no cues) between-subjects experiment was conducted, focusing on the risks of sun exposure without applying sunscreen. The findings showed that a narrative with a character perceived as typical led to higher perceived realism, more positive attitude toward sunscreen use, and less message novelty than a narrative with a character perceived as nontypical. Typical cues had more positive impact on issue attitude than nontypical cues.

摘要

传播学者进行了大量研究，以探讨在何种情况下接触叙事信息会影响个人的态度和行为。感知人物的典型性，定义为刻画人物在现实世界中对应的人物特征存在的程度，以及暗示的典型性，定义为关于人群的陈述，表明人物或叙述是典型的还是叙事的否，尚未在了解健康信息的有效性方面进行过检查。本研究探讨了说服性的典型特征和上下文嵌入的典型暗示对说服力结果的影响。它还研究了调解叙事影响的基本机制，这些叙事具有特征或暗示的典型性。A 2（字符典型值：受试者之间进行了3次（典型线索：典型线索与非典型线索与无线索）×3（典型线索：典型线索与非典型线索对比无线索）。研究结果表明，与具有非典型特征的叙事相比，具有典型特征的叙事导致更高的感知现实感，对防晒霜使用的积极态度和更少的信息新颖性。与非典型线索相比，典型线索对问题态度的影响更大。与具有非典型特征的叙述相比，对使用防晒霜的态度更加积极，信息新颖性更强。与非典型线索相比，典型线索对问题态度的影响更大。与具有非典型特征的叙述相比，对使用防晒霜的态度更加积极，信息新颖性更强。与非典型提示相比，典型提示对问题态度的影响更大。