Do Narrative Engagement and Recipients’ Thoughts Explain the Impact of an Entertainment-Education Narrative on Discouraging Binge Drinking?

Authors Lonneke van Leeuwen , Bas van den Putte , Reint-Jan Renes , Cees Leeuwis
Published in Media Psychology
Publication date 2017
Research groups Communication in Digital Transition
Type Article

Summary

Previous research suggests that narrative engagement (NE) in entertainment-education (E-E) narratives reduces counterarguing, thereby leading to E-E impact on behavior. It is, however, unclear how different NE processes (narrative understanding, attentional focus, emotional engagement, narrative presence) relate to different thought types (negative or positive; about the narrative form or about the target behavior) and to E-E impact. This study explores these relations in the context of alcohol binge drinking (BD). Participants (N = 172) watched an E-E narrative showing negative BD consequences, thereby aiming to discourage BD. The main findings were that the E-E narrative had a positive impact on discouraging BD on almost all assessed BD determinants such as beliefs and attitude. It was shown that attentional focus, emotional engagement, and narrative presence were associated with BD-discouraging impact, albeit on different BD-related determinants. No evidence was found that negative thoughts about BD mediated these associations. From this, we conclude that attentional focus, emotional engagement, and narrative presence were important for E-E impact but that negative thoughts about BD did not play a role therein. The study’s empirical and practical implications are discussed.

Language English
Published in Media Psychology
Year and volume 20 2
ISBN/ISSN URN:ISSN:1532-785X
Key words narrative engagement;
Page range 194-220

Algemeen