Medicine and Health Commons^™

The Ability Of Narrative Communication To Address Health-Related Social Norms, Meghan B. Moran, Sheila T. Murphy, Lauren B. Frank, Lourdes Baezconde-Garbanati

Communication Faculty Publications and Presentations

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 …