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Chapter 7 Narratives in health communication

  • Irina Andreeva , Jody C. S. Wong and Melanie C. Green
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Health, Media, and Communication
This chapter is in the book Health, Media, and Communication

Abstract

In this chapter, we describe the uses and outcomes of engaging with narratives (stories) in health communication. Narratives typically describe a series of events. They include characters, a temporal flow (events taking place over time), and causality (events linked in a cause-and-effect sequence). We begin by differentiating narratives from other forms of health communication, and briefly discussing different types of narratives, ranging from personal testimonials to entertainment-education. We highlight the fact that even fictional narratives can convey health information. We then describe the psychological processes that individuals experience when reading or watching narratives. Specifically, we focus on narrative engagement processes such as transportation into narrative worlds and identification with characters, including the factors that make individuals more likely to become engaged. We provide a summary of the empirical evidence on narrative health persuasion, drawing on recent meta-analyses and including comparisons of narratives across media and comparisons of narrative and non-narrative communication. We summarize lessons from this work on how to design effective narrative health messages. Lastly, the chapter highlights current and future directions in health narrative research.

Abstract

In this chapter, we describe the uses and outcomes of engaging with narratives (stories) in health communication. Narratives typically describe a series of events. They include characters, a temporal flow (events taking place over time), and causality (events linked in a cause-and-effect sequence). We begin by differentiating narratives from other forms of health communication, and briefly discussing different types of narratives, ranging from personal testimonials to entertainment-education. We highlight the fact that even fictional narratives can convey health information. We then describe the psychological processes that individuals experience when reading or watching narratives. Specifically, we focus on narrative engagement processes such as transportation into narrative worlds and identification with characters, including the factors that make individuals more likely to become engaged. We provide a summary of the empirical evidence on narrative health persuasion, drawing on recent meta-analyses and including comparisons of narratives across media and comparisons of narrative and non-narrative communication. We summarize lessons from this work on how to design effective narrative health messages. Lastly, the chapter highlights current and future directions in health narrative research.

Chapters in this book

  1. Frontmatter I
  2. Preface to Handbooks of Communication Science series V
  3. Contents IX
  4. Introduction 1
  5. Section 1: Message senders
  6. Chapter 1 Creating trust in health organizations 11
  7. Chapter 2 Creating trust and understanding in doctor–patient relationships 31
  8. Chapter 3 Social media influencers for health promotion 49
  9. Chapter 4 Celebrity health narratives and the celebrity sick-scape 69
  10. Section 2: Message content
  11. Chapter 5 Fear appeals in health communication 91
  12. Chapter 6 Messaging and affect processing 109
  13. Chapter 7 Narratives in health communication 127
  14. Chapter 8 Entertainment-Education in the new media landscape: Stimulating creative engagement in online communities for social and behavioral change 147
  15. Chapter 9 The communication of uncertainty in health 169
  16. Chapter 10 Social norms in health communication 187
  17. Chapter 11 The impact of argument strength in health communication 213
  18. Chapter 12 Behavioral change techniques in influencers’ social media messages 231
  19. Section 3: Medium types
  20. Chapter 13 Instagram and health 251
  21. Chapter 14 Twitter and health communication 269
  22. Chapter 15 Fantasy, facts and fun: Digital health games for impact and implementation 287
  23. Chapter 16 Chatbots for health communication 309
  24. Section 4: Message recipients
  25. Chapter 17 Information seeking, scanning, and processing 335
  26. Chapter 18 Health literacy and information processing 355
  27. Chapter 19 Language difficulties: Healthcare provider–migrant patient communication 375
  28. Chapter 20 Cognitive biases in depression: Implications for help-seeking messaging 391
  29. Chapter 21 Creating active involvement interventions to effectively reduce adolescent health risk behaviors 411
  30. Section 5: Contemporary challenges
  31. Chapter 22 Infodemics and health information overload 433
  32. Chapter 23 Fake news and misinformation 453
  33. Chapter 24 Health communication on social media during a crisis 469
  34. Section 6: Case studies
  35. Chapter 25 Exploring communication in multi-level strategies for promoting healthy diets: A South African case study 491
  36. Chapter 26 Physical activity and citizen science: Two case studies from Flanders (Belgium) 505
  37. List of contributors 527
  38. Index 539
https://doi.org/10.1515/9783110775426-008

Chapters in this book

  1. Frontmatter I
  2. Preface to Handbooks of Communication Science series V
  3. Contents IX
  4. Introduction 1
  5. Section 1: Message senders
  6. Chapter 1 Creating trust in health organizations 11
  7. Chapter 2 Creating trust and understanding in doctor–patient relationships 31
  8. Chapter 3 Social media influencers for health promotion 49
  9. Chapter 4 Celebrity health narratives and the celebrity sick-scape 69
  10. Section 2: Message content
  11. Chapter 5 Fear appeals in health communication 91
  12. Chapter 6 Messaging and affect processing 109
  13. Chapter 7 Narratives in health communication 127
  14. Chapter 8 Entertainment-Education in the new media landscape: Stimulating creative engagement in online communities for social and behavioral change 147
  15. Chapter 9 The communication of uncertainty in health 169
  16. Chapter 10 Social norms in health communication 187
  17. Chapter 11 The impact of argument strength in health communication 213
  18. Chapter 12 Behavioral change techniques in influencers’ social media messages 231
  19. Section 3: Medium types
  20. Chapter 13 Instagram and health 251
  21. Chapter 14 Twitter and health communication 269
  22. Chapter 15 Fantasy, facts and fun: Digital health games for impact and implementation 287
  23. Chapter 16 Chatbots for health communication 309
  24. Section 4: Message recipients
  25. Chapter 17 Information seeking, scanning, and processing 335
  26. Chapter 18 Health literacy and information processing 355
  27. Chapter 19 Language difficulties: Healthcare provider–migrant patient communication 375
  28. Chapter 20 Cognitive biases in depression: Implications for help-seeking messaging 391
  29. Chapter 21 Creating active involvement interventions to effectively reduce adolescent health risk behaviors 411
  30. Section 5: Contemporary challenges
  31. Chapter 22 Infodemics and health information overload 433
  32. Chapter 23 Fake news and misinformation 453
  33. Chapter 24 Health communication on social media during a crisis 469
  34. Section 6: Case studies
  35. Chapter 25 Exploring communication in multi-level strategies for promoting healthy diets: A South African case study 491
  36. Chapter 26 Physical activity and citizen science: Two case studies from Flanders (Belgium) 505
  37. List of contributors 527
  38. Index 539
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