Published In
International Review of Social Research
Document Type
Post-Print
Publication Date
5-5-2015
Subjects
Social norms, Health behavior, Communication in medicine, Pap test, Cervical cancer
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.
Rights
© University of Bucharest, June 2013
Locate the Document
DOI
10.1515/irsr-2013-0014
Persistent Identifier
http://archives.pdx.edu/ds/psu/15319
Citation Details
Published as: Moran, M. B., Murphy, S. T., Frank, L., & Baezconde-Garbanati, L. (2015). The ability of narrative communication to address health-related social norms. International Review of Social Research, 3(2), 131.
Description
NOTICE: this is the author’s version of a work that was accepted for publication in the International Review of Social Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in International Review of Social Research, 3(2), 131.