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Article
Each Medium Tells a Different Story: The Effect of Message Channel on Narrative Persuasion
Communication Research Reports
  • Nathan Walter, University of Southern California
  • Sheila T. Murphy, University of Southern California
  • Lauren B. Frank, Portland State University
  • Lourdes Baezconde-Garbanati, University of Southern California
Document Type
Citation
Publication Date
3-1-2017
Disciplines
Abstract
Limited attention has been given to the medium of story presentation in this process of narrative persuasion. The present study (N = 243) fills this gap by directly comparing narrative involvement across print and audiovisual versions of the same cervical cancer-related story. The mediation analysis revealed that exposure to an audiovisual narrative was associated with higher levels of cognitive and emotional involvement than exposure to the exact same narrative in its printed form. Yet the higher levels of transportation in the audiovisual condition came at a price of enhancing psychological reactance, eliminating the relative advantage of the film narrative.
DOI
10.1080/08824096.2017.1286471
Persistent Identifier
http://archives.pdx.edu/ds/psu/19894
Citation Information
Walter, N., Murphy, S. T., Frank, L. B., & Baezconde-Garbanati, L. (2017). Each Medium Tells a Different Story: The Effect of Message Channel on Narrative Persuasion. Communication Research Reports, 34(2), 161-170.