The Ability of Narrative Communication to Address Health-related Social Norms

Abstract

Social norms are an important predictor of health behavior and have been targeted by a variety of health communication campaigns. However, these campaigns often encounter challenges related to the socially specific context in which norms exist: specifically, the extent to which the target population identifies with the specific reference group depicted and the extent to which the target population believes the campaign's message. We argue that because of its capacity to effect identification among viewers, narrative communication is particularly appropriate for impacting social norms and, consequently, behavioral intention. This manuscript presents the results of a randomized trial testing the effectiveness of two films -one narrative, one non-narrative -in changing perceived social norms and behavioral intention regarding Pap testing to detect cervical cancer. Results of the study indicate that the narrative film was in fact more effective at producing positive changes in perceived norms and intention.

Text message intervention to reduce frequency of binge drinking among disadvantaged men: the TRAM RCT

“…105 Narrative is particularly useful for changing perceived social norms and behavioural intentions. 106 It can 'strengthen existing prosocial beliefs and behaviours as well as counteract unhealthy ones'. 107 Resistance to behaviour change is overcome because individuals are engaged in the narrative.…”

Comparing the Relative Efficacy of Narrative vs Nonnarrative Health Messages in Reducing Health Disparities Using a Randomized Trial

“…7(p222) Because of the ability of narratives to facilitate processing of new or complex information, to reduce reactance to information, and to create stronger attitudinal, normative, and behavioral shifts, 8---17 there has been increased interest in narrative-based interventions. Over the past several years, researchers have expanded on theoretical mechanisms, such as transportation, 18 identification, 19,20 and emotion 14, 15 that underlie narrative processing and engagement (see Moyer-Gusé 12 and Busselle and Bilandzic 21 for an expanded discussion on these theoretical mechanisms). Experimental and laboratory-based studies have manipulated different formats and messages to understand the efficacy of narratives in comparison with nonnarratives.…”

Design and development of a complex narrative intervention delivered by text messages to reduce binge drinking among socially disadvantaged men

“…Information presented in a narrative has a stronger effect on knowledge, attitudes and intentions than the same information in a non-narrative format [ 47 ]. Narrative is particularly useful for changing perceived social norms and behavioural intentions [ 48 , 49 ]. To be effective for behaviour change, the narrative and the characters in it have to engage the reader, a process aided if the protagonists are culturally similar to the target audience [ 50 , 51 ].…”