Prevención del tabaquismo con mensajes narrativos. Estudio experimental sobre el efecto conjunto de la similitud con el protagonista y la voz narrativa Smoking prevention with narrative messages. An experimental study on the joint effect of audience-character similarity and narrative voice

Autores/as

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

DOI:

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

Palabras clave:

Comunicación en salud, prevención del tabaquismo, persuasión narrativa, similitud con el protagonista, voz narrativa. Health communication, smoking prevention, narrative persuasion, character-audience similarity, narrative voice.

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.
This study focuses on smoking prevention using narrative messages. In particular, the role of two narrative attributes that can indirectly influence the intention to quit smoking, self-efficacy expectations and the perceived effectiveness of the preventive response were analysed. An experimental study was carried out (N = 680, 50% women and age range 18-55 years) with a 2 (narrative voice: first- vs. third-person message) x 2 (audience-protagonist similarity: low vs. high) between-subjects factorial design. Results showed that the optimal reception condition (first-person narrative with a highly similar protagonist to the audience) induced the highest levels of identification with the protagonist (a former smoker who described the process of quitting smoking and subsequent the improvements he has experienced). Mediational analyses showed that the optimal reception condition exerted significant indirect effects on the dependent variables, due to the increase in identification and reactance reduction. In addition, the optimal reception condition also exerted a significant indirect effect on the perceived effectiveness of the preventive response that was explained by stronger identification and weaker counterarguing. The present study opens an innovative line of research on the construction of narrative messages for smoking prevention. The relevance of the characteristics of these messages is highlighted in order to activate mediating processes that facilitate persuasion.

Biografía del autor/a

Juan-José Igartua, Universidad de Salamanca

Juan José Igartua Perosanz es dorcor en Psicología (Universidad del País Vasco, 1996) y Catedrático de Universidad del área de Comunicación Audiovisual y Publicidad la Universidad de Salamanca (Dpto. de Sociología y Comunicación), donde dirige el Observatorio de los Contenidos Audiovisuales (www.ocasusal.es), Grupo de Investigación Reconocido (GIR) de la Universidad de Salamanca.

Laura Rodríguez-Contreras, Universidad de Salamanca

Graduada en Comunicación Audiovisual (2017), Máster Universitario en Comunicación Audiovisual: Investigación e Innovación (2018) y Doctoranda en el Programa de Doctorado en Formación en la Sociedad del Conocimiento de la Universidad de Salamanca. Miembro del Observatorio de los Contenidos Audiovisuales (OCA). En la actualidad se encuentra realizando su Tesis Doctoral sobre persuasión narrtiva y prevención del tabaquismo.

María Marcos-Ramos, Universidad de Salamanca

Licenciada en Comunicación Audiovisual por la Universidad del País Vasco y doctora en Comunicación Audiovisual en la Universidad de Salamanca (Premio Extraordinario de Doctorado de la Universidad de Salamanca). Es miembro del Observatorio de Contenidos Audiovisuales y Coordinadora en el Máster Universitario en Comunicación Audiovisual: Investigación e Innovación.

Beatriz González-de-Garay, Universidad de Salamanca

Licenciada con Premio Extraordinario Fin de Carrera en Comunicación Audiovisual por la Universidad Carlos III de Madrid y Doctora Europea por la Universidad Complutense. Profesora Ayudante Doctor en Comunicación Audiovisual en la Universidad de Salamanca y miembro del Observatorio de los Contenidos Audiovisuales.

Francisco Javier Frutos, Universidad de Salamanca

Profesor titular en el Área de Comunicación Audiovisual y Publicidad (Facultad de Ciencias Sociales, Departamento de Sociología y Comunicación de la Universidad de Salamanca).  Es integrante del Instituto Universitario de Ciencias de la Educación (IUCE) de la Universidad de Salamanca y del Observatorio de los Contenidos Audiovisuales (OCA), Grupo de Investigación de Reconocido (GIR) de la Universidad de Salamanca

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Publicado

2020-02-06

Número

Vol. 33 Núm. 3 (2021)

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