Persuading with Narratives Against Gender Violence. Effect of Similarity with the Protagonist on Identification and Risk-Perception

This study focuses on analysis of the factors that can increase the persuasive effectiveness of information campaigns using narratives. An experiment was carried out in which similarity with the protagonist was manipulated in a video about a victim of gender violence. The protagonist was portrayed a...

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Bibliographic Details
Published in:Palabra-Clave 2018-06, Vol.21 (2), p.499-523
Main Authors: Igartua, Juan José, Fiuza, Daniela
Format: Article
Language:English
Subjects:
Attitudes
Behavior
COMMUNICATION
communication psychology
Domestic violence
Emotions
Gender
Gender-based violence
Hypotheses
Identification
Immigration
Narratives
Noncitizens
Perceptions
Persuasion
persuasión
persuasão
psicologia da comunicação
psicología de la comunicación
violencia doméstica
violência doméstica
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Summary:This study focuses on analysis of the factors that can increase the persuasive effectiveness of information campaigns using narratives. An experiment was carried out in which similarity with the protagonist was manipulated in a video about a victim of gender violence. The protagonist was portrayed as living in Spain, and she was said to be Spanish (high similarity) or Argentinian (low similarity). The participants (75 Spanish women) then filled out a questionnaire with measures about emotional impact, identification with the protagonist, and risk perception about becoming a victim of abuse. Results showed that similarity with the protagonist has an indirect influence on risk perception through negative emotions and identification.
ISSN:0122-8285
2027-534X
2027-534X
DOI:10.5294/pacla.2018.21.2.10