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The relative persuasiveness of narrative versus non-narrative health messages in public health emergency communication: Evidence from a field experiment

机译:公共卫生紧急沟通中叙事与非叙事健康信息的相对说服力:来自现场实验的证据

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Previous studies indicated that narrative health messages are more effective than non-narrative messages in influencing health outcomes. However, this body of evidence does not account for differences in health domain, and little is known about the effectiveness of this message execution strategy during public health emergencies. In this study, we examined the relative effectiveness of the two formats in influencing knowledge and perceived response efficacy related to prevention of pandemic influenza, and determined whether effects of message format vary across population sub-groups. Data for the study come from an experiment fielded in 2013 that involved a nationally representative sample of 627 American adults. Participants were randomly assigned to view either a narrative (n = 322) or a non-narrative (n = 305) video clip containing closely matched information about knowledge and preventive actions related to pandemic influenza, and completed pre- and post-viewing questions assessing knowledge and perceived response efficacy related to the prevention of pandemic influenza. Results indicated that participants in the non-narrative condition reported greater knowledge and rated pandemic influenza prevention measures as more effective compared with those in the narrative condition. Message format effects did not vary across population sub-groups; post-viewing scores of knowledge and perceptions related to pandemic influenza were consistently higher in the non-narrative condition compared with the narrative condition across five socio-demographic groups: age, gender, education, race/ethnicity and income. We concluded that didactic, non-narrative messages may be more effective than narrative messages to influence knowledge and perceptions during public health emergencies.
机译:以前的研究表明,叙事健康信息比影响健康结果的非叙事信息更有效。然而,这种证据尸体不会占卫生领域的差异,并且对公共卫生紧急情况下这条消息执行策略的有效性知之甚少。在这项研究中,我们检查了两种形式的相对有效性,以影响与预防大流行性流感有关的知识和感知响应疗效,并确定消息格式的影响是否因人口小组而异。该研究的数据来自2013年的实验,涉及627名美国成年人的全国代表性样本。随机分配参与者以查看叙述(n = 322)或非叙述(n = 305)视频剪辑,其中包含与大流行性流感相关的知识和预防措施的密切信息,并完成了评估前和查看后的问题知识和感知与预防大流行性流感相关的响应疗效。结果表明,与叙事条件中的人相比,非叙事条件的参与者报告了更大的知识和额定大流行性流感预防措施。消息格式效果不会因人口小组而异;与大流行性流感相关的知识和看法的看法与非叙事条件持续更高,与五个社会人口群体的叙事条件相比:年龄,性别,教育,种族/种族和收入。我们得出结论,教学的非叙述信息可能比叙事信息更有效,以影响公共卫生紧急情况的知识和看法。

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