Prevención del tabaquismo con mensajes narrativos. Estudio experimental sobre el efecto conjunto de la similitud con el protagonista y la voz narrativa

Juan-José Igartua, Laura Rodríguez-Contreras, María Marcos-Ramos, Beatriz González-de-Garay, Francisco Javier Frutos

Resumen


El presente trabajo se centra en la prevención del tabaquismo utilizando mensajes narrativos. En particular, se analiza el papel de dos características de los mensajes narrativos que pueden influir, de manera indirecta, en la intención de dejar de fumar, las expectativas de auto-eficacia y la percepción de la eficacia de la respuesta preventiva. Para ello, se llevó a cabo una investigación experimental (N = 680, 50% mujeres y rango de edad 18-55 años) con un diseño factorial 2 (voz narrativa: mensaje en primera vs. tercera persona) x 2 (similitud con el protagonista: baja vs. alta). Los resultados mostraron que la condición óptima de recepción (narración en primera persona protagonizada por un personaje similar a la audiencia) indujo niveles más elevados de identificación con el protagonista (un exfumador describía el proceso de abandono del tabaco y las mejoras que ha experimentado desde entonces). Los análisis mediacionales mostraron que la condición óptima de recepción ejercía efectos indirectos significativos sobre las variables dependientes que se debían al aumento de la identificación y la reducción de la reactancia. Además, la condición óptima de recepción también ejerció un efecto indirecto significativo sobre la eficacia percibida de la respuesta preventiva que se explicaba por el incremento de la identificación y la reducción de la contra-argumentación. El presente trabajo abre una línea de estudio sobre la construcción de mensajes narrativos para la prevención del tabaquismo. Se pone de manifiesto la relevancia de las características que dichos mensajes deben tener para que se activen procesos mediadores que faciliten la persuasión.


Palabras clave


Comunicación en salud; prevención del tabaquismo; persuasión narrativa; similitud con el protagonista; voz narrativa.

Texto completo:

PDF PDF (English)

Referencias


American Cancer Society. (2018). Health risks of smoking tobacco. Recuperado de https://www.cancer.org/cancer/cancer-causes/tobacco-and-cancer/health-risks-of-smoking-tobacco.html#references.

Appel, M., Gnambs T., Richter T. y Green M. C. (2015). The transportation scale–short form (TS–SF). Media Psychology, 18, 243-266. doi:10.1080/15213269.2014.987400.

Banerjee, S. C. y Greene, K. (2012). Role of transportation in the persuasion process: Cognitive and affective responses to antridrug narratives. Journal of Health Communication, 17, 564-581. doi:10.1080/10810730.2011.635779.

Bolkan, S., Goodboy, A. K. y Myers, S. A. (2017). Conditional processes of effective instructor communication and increases in students’ cognitive learning. Communication Education, 66,129–147. doi:10.1080/03634523.2016.1241889.

Braddock, K. y Dillard J. D. (2016). Meta-analytic evidence for the persuasive effect of narratives on beliefs, attitudes, intentions, and behaviors. Communication Monographs,

83, 446–467. doi:10.1080/03637751.2015.1128555.

Busselle, R. y Bilandzic, H. (2009). Measuring narrative engagement. Media Psychology, 12, 321–347. doi:10.1080/15213260903287259.

Chen, M., Bell, R. A. y Taylor, L. D. (2016). Narrator point of view and persuasion in health narratives: The role of protagonist–reader similarity, identification, and self-referencing. Journal of Health Communication, 21, 908–918. doi:10.1080/10810730.2016.1177147.

Chen, M., Bell, R. A. y Taylor L. D. (2017). Persuasive effects of point of view, protagonist competence, and similarity in a health narrative about type 2 diabetes.

 Journal of Health Communication22, 702-712. doi:10.1080/10810730.2017.1341568.

Chen, M., McGlone, M. S. y Bell, R. A. (2015). Persuasive effects of linguistic agency assignments and point of view in narrative health messages about colon cancer. Journal of Health Communication20, 977-988. doi:10.1080/10810730.2015.1018625.

Christy, K. R. (2018). I, You, or He: Examining the impact of point of view on narrative persuasion. Media Psychology, 21, 700-718. doi:10.1080/15213269.2017.1400443.

Cohen, J. (2001). Defining identification: A theoretical look at the identification of audiences with media characters. Mass Communication & Society, 4, 245–264. doi:10.1207/S15327825MCS0403_01.

Cohen, J., Tal-Or, N. y Mazor-Tregerman, M. (2015). The tempering effect of transportation: Exploring the effects of transportation and identification during exposure to controversial two-sided narratives. Journal of Communication, 65, 237–258. doi:10.1111/jcom.12144.

Cohen, J., Weimann-Saks, D. y Mazor-Tregerman, M. (2018). Does character similarity increase identification and persuasion? Media Psychology, 21, 506–528. doi:10.1080/15213269.2017.1302344.

De Graaf, A., Hoeken, H., Sanders, J. y Beentjes, J. W. J. (2012). Identification as a mechanism of narrative persuasion. Communication Research, 39, 802–823. doi:10.1177/0093650211408594.

De Graaf, A., Sanders, J. y Hoeken, H. (2016). Characteristics of narrative interventions and health effects: A review of the content, form, and context of narratives in health-related narrative persuasion research. Review of Communication Research, 4, 88–131. doi:10.12840/issn.2255-4165.2016.04.01.011.

De Graaf, A., van den Putte, B., Nguyen, M. H., Zebregs, S., Lammers, J. y Neijens, P. (2017). The effectiveness of narrative versus informational smoking education on smoking beliefs, attitudes and intentions of low-educated adolescents, Psychology & Health, 32, 810–825.

doi:10.1080/08870446.2017.1307371.

Dunlop, S. M., Wakefield, M. y Kashima, Y. (2010). Pathways to persuasion: Cognitive and experiential responses to health-promoting mass media messages. Communication Research, 37, 133–164. doi:10.1177/0093650209351912.

Faul, F., Erdfelder, E., Lang, A. G. y Buchner, A. (2007). G*Power 3: A flexible statistical power analysis program for the social, behavioural, and biomedical sciences. Behavioural Research Methods, 39, 175–191. doi:10.3758/BF03193146.

Frank, L. B., Murphy, S. T., Chatterjee, J. S., Moran, M. B. y Baezconde-Garbanati, L. (2015). Telling stories, saving lives: Creating narrative health messages. Health Communication, 30, 154-163. doi:10.1080/10410236.2014.974126.

Green, M. C. (2006). Narratives and cancer communication. Journal of Communication, 56, 163-183.

doi:10.1111/j.1460-2466.2006.00288.x.

Green, M. C. y Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79, 701–721. doi:10.1037/0022-3514.79.5.701.

Green, M. C. y Brock, T. C. (2002). In the mind’s eye: Transportation-imagery model of narrative persuasion. En M. C. Green, J. J. Strange, y T. C. Brock (Eds.), Narrative impact. Social and cognitive foundations (pp. 315–341). Mahwah, NJ: Lawrence Erlbaum Associates.

Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis. A regression-based approach. Nueva York, NY: Guilford Press.

Hayes, A. F. y Preacher, K. J. (2014). Statistical mediation analysis with a multicategorical independent variable. British Journal of Mathematical and Statistical Psychology, 67, 451–470. doi:10.1111/bmsp.12028.

Heatherton, T. F., Kozlowski, L. T., Frecker, R. C. y Fagerstrom, K. O. (1991). The Fagerstrom test for nicotine dependence. A revision of the Fagerstrom tolerance questionnaire. British Journal of Addictions, 86, 1119–1127. doi:10.1111/j.1360-0443.1991.tb01879.x.

Hoeken, H. y Fikkers, K. M. (2014). Issue-relevant thinking and identification as mechanisms of narrative persuasion. Poetics, 44, 84–99. doi:10.1016/j.poetic.2014.05.001.

Iacoviello, B. M., Steinerman, J. R., Klein, D. B., Silver, T. L., Berger, A. G., Luo, S. X. y Schork, N. J. (2017). Clickotine, a personalized smartphone app for smoking cessation: Initial evaluation. JMIR mHealth and uHealth, 5, e56. doi:10.2196/mhealth.7226.

Igartua, J. J. (2010). Identification with characters and narrative persuasion through fictional feature films. Communications, 35, 347–373. doi:10.1515/comm.2010.019.

Igartua, J. J. (2017). Comunicación para la salud y edu-entretenimiento. En U. Cuesta, C. Peñafiel, J. L. Terrón, E. Bustamante y S. Gaspar (Coords.). Comunicación y salud (pp. 161–181). Madrid: Dextra.

Igartua, J. J. y Barrios, I. (2012). Changing real-world beliefs with controversial movies: Processes and mechanisms of narrative persuasion. Journal of Communication, 62, 514–531. doi:10.1111/j.1460-2466.2012.01640.x.

Igartua, J. J. y Vega, J. (2016). Identification with characters, elaboration, and counterarguing in entertainment-education interventions through audiovisual fiction. Journal of Health Communication, 21, 293–300. doi:10.1080/10810730.2015.1064494.

Jensen, J. D., Yale, R. N., Krakow, M., John, K. K. y King, A. J. (2017). Theorizing foreshadowed death narratives: Examining the impact of character death on narrative processing and skin self-exam intentions. Journal of Health Communication, 22, 84–93. doi:10.1080/10810730.2016.1252816.

Kaufman, G. F. y Libby, L. K. (2012). Changing beliefs and behavior through experience-taking. Journal of Personality and Social Psychology, 103, 1–19. doi:10.1037/a0027525.

Kim, M. (2019). When similarity strikes back: Conditional persuasive effects of character-audience similarity in anti-smoking campaign. Human Communication Research, 45, 52–77. doi:10.1093/hcr/hqy013.

Kim, H. S., Bigman, C. A., Leader, A. E., Lerman, C. y Cappella, J. N. (2012). Narrative health communication and behavior change: The influence of exemplars in the news on intention to quit smoking. Journal of Communication, 62, 473–492. doi:10.1111/j.1460-2466.2012.01644.x.

Kim, H. K. y Lee, T. K. (2017). Conditional effects of gain-loss framed narratives among current smokers at different stages of change. Journal of Health Communication, 22, 990–998. doi:10.1080/10810730.2017.1396629.

Kim, M., Shi, R. y Cappella J. N. (2016). Effect of character–audience similarity on the perceived effectiveness of antismoking PSAs via engagement. Health Communication, 31, 1193–1204. doi:10.1080/10410236.2015.104821.

Kreuter, M. W., Green, M. C., Cappella, J. N., Slater, M. D., Wise, M. E., Storey, D.,…, Woolley, S. (2007). Narrative communication in cancer prevention and control: A framework to guide research and application. Annals of Behavioral Medicine, 33, 221–235. doi:10.1007/BF02879904.

Leal-López, E., Sánchez-Queija, I. y Moreno, C. (2019). Trends in tobacco use among adolescents in Spain (2002-2018). Adicciones, 31, 289-297. doi:10.20882/adicciones.1111.

McDonald, D. G. (2014). Narrative research in communication: Key principles and issues. Review of Communication Research, 2, 115–132. doi:10.12840/issn.2255-4165.2014.02.01.005.

McQueen, A., Waters, E. A., Kaphingst, K. A., Caburnay, C. A., Sanders Thompson, V. L., Boyum, S. y Kreuter, M. W. (2016). Examining interpretations of graphic cigarette warning labels among us youth and adults. Journal of Health Communication, 21, 855–867. doi:10.1080/10810730.2016.1177142.

Moreno, J. J. y García, F. J. (2000). Factores asociados al éxito en programas para dejar de fumar. Adicciones, 12, 329–341. doi:10.20882/adicciones.644.

Moyer-Gusé, E. (2008). Toward a theory of entertainment persuasion: Explaining the persuasive effects of entertainment-education messages. Communication Theory, 18, 407–425. doi:10.1111/j.1468-2885.2008.00328.x.

Moyer-Gusé, E. y Nabi, R. L. (2010). Explaining the effects of narrative in an entertainment television program: Overcoming resistance to persuasion. Human Communication Research, 36, 26–52. doi:10.1111/j.1468-2958.2009.01367.x.

Nan, X., Dahlstrom, M. F., Richards, A. y Rangarajan, S. (2015). Influence of evidence type and narrative type on HPV risk perception and intention to obtain the HPV vaccine. Health Communication, 30, 301–308. doi:10.1080/104102336.2014.888629.

Nan, X., Futerfas, M. y Ma, Z. (2017). Role of narrative perspective and modality in the persuasiveness of public service advertisements promoting HPV vaccination. Health Communication, 32, 320–328. doi:10.1080/10410236.2016.1138379.

Niederdeppe, J., Kim, H. K. Lundell, H., Fazili, F. y Frazier, B. (2012). Beyond counterarguing: simple elaboration, complex integration, and counterelaboration in response to variations in narrative focus and sidedness. Journal of Communication, 62, 758–777. doi:10.1111/j.1460-2466.2012.01671.x.

O’Keefe, D. J. (2003). Message properties, mediating states and manipulation checks: Claims, evidence, and data analysis in experimental persuasive message effects research. Communication Theory, 13, 251–274. doi:10.1111/j.1468-2885.2003.tb00292.x.

Rodríguez-Contreras, L. e Igartua, J. J. (2018). Apelaciones al miedo en advertencias sanitarias para la prevención del tabaquismo: ¿Una imagen vale más que mil palabras? Revista Española de Comunicación en Salud, 9, 138–151. doi:10.20318/recs.2018.4492.

Rodríguez Muñoz, P. M., Carmona Torres, J. M., Hidalgo Lopezosa, P., Cobo Cuenca, A. I. y Rodríguez Borrego, M. A. (2019). Evolution of alcohol and tobacco consumption in young people in Spain, after the law 42/2010 against smoking: 2011-2014. Adicciones, 31, 274-283. doi:10.20882/adicciones.1035.

Shen, F., Sheer, V. C. y Li, R. (2015). Impact of narratives on persuasion in health communication: A meta-analysis. Journal of Advertising, 44, 105–113. doi:10.1080/00913367.2015.1018467.

Shen, L. (2015). Targeting smokers with empathy appeal antismoking public service announcements: A field experiment. Journal of Health Communication, 20, 573–580. doi:10.1080/10810730.2015.1012236th.

Shen, L., Seung, S., Andersen K. K. y McNeal, D. (2017). The psychological mechanisms of persuasive impact from narrative communication. Studies in Communication Sciences, 17, 165–181. doi:10.24434/j.scoms.2017.02.003.

Slater, M. D. y Rouner, D. (2002). Entertainment-education and elaboration likelihood: Understanding the processing of narrative persuasion. Communication Theory, 12, 173–191. doi:10.1111/j.1468-2885.2002.tb00265.x.

Spek, V., Lemmens, F., Chatrou, M., Kempen, S., Pouwer, F. y Pop, V. (2013). Development of a smoking abstinence self-efficacy questionnaire.

 International Journal of Behavioral Medicine3, 444–449. doi:10.1007/s12529-012-9229-2.

Thoemmes, F. (2015). Reversing arrows in mediation models does not distinguish plausible models. Basic and Applied Social Psychology, 37, 226–234. doi:10.1080/01973533.2015.1049351.

Thompson, T. y Kreuter, M. W. (2014). Using written narratives in public health practice: A creative writing perspective. Preventing Chronic Disease, 11, e94. doi:10.5888/pcd11.130402.

Thrasher, J. F., Arillo-Santillán, E., Villalobos, V., Pérez-Hernández, R., Hammond, D., Carter, J.,… Regalado-Piñeda, J. (2012). Can pictorial warning labels on cigarette packages address smoking-related health disparities? Field experiments in Mexico to assess pictorial warning label content. Cancer Causes & Control, 23, 69–80. doi:10.1007/s10552-012-9899-8.

Tukachinsky, R. (2014). Experimental manipulation of psychological involvement with media. Communication Methods and Measures, 8, 1–33. doi:10.1080/19312458.2013.873777.

Ubhi, H. K., Michie, S., Kotz, D., Wong, W. C. y West, R. (2015). A mobile app to aid smoking cessation: Preliminary evaluation of SmokeFree28. Journal of Medical Internet Research, 17, e17. doi:10.2196/jmir.3479.

Van Krieken, K., Hoeken, H. y Sanders, J. (2017). Evoking and measuring identification with narrative characters: A linguistic cues framework. Frontiers in Psychology8, e1190. doi:10.3389/fpsyg.2017.01190.

Walter, N., Murphy, S. T. y Gillig, T. K. (2018). To walk a mile in someone else’ s shoes: How narratives can change causal attribution through story exploration and character customization. Human Communication Research, 44, 31–57. doi:10.1111/hcre.12112.

Wehbe, M. S., Basil, M. y Basil, D. (2017). Reactance and coping responses to tobacco counter-advertisements. Journal of Health Communication, 22, 576–583. doi:10.1080/10810730.2017.1329853.

Williams, J. H., Green, M. C., Kohler, C., Allison, J. J. y Houston, T. K. (2011). Stories to communicate risks about tobacco: Development of a brief scale to measure transportation into a video story: The ACCE project. Health Education Journal70, 184–191. doi:10.1177/0017896910373171.

World Health Organization. (2017). Tobacco. Recuperado de

http://www.who.int/mediacentre/factsheets/fs339/en/

.

Zebregs, S., Van den Putte, B., Neijens, P. y De Graaf, A. (2015). The differential impact of statistical and narrative evidence on beliefs, attitude, and intention: A meta-analysis. Health Communication, 30, 282–289. doi:10.1080/10410236.2013.842528.




DOI: https://doi.org/10.20882/adicciones.1339

Enlaces refback

  • No hay ningún enlace refback.