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A Narrative Persuasion Approach to Promoting COVID-19- Related Policy Support.

Emma Cox1, Christopher Calabrese2, Erin Ash2

  • 1Department of Communication, Cornell University, Ithaca, New York, USA.

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|January 29, 2025
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Summary
This summary is machine-generated.

Messages highlighting personal responsibility for COVID-19 prevention can increase policy support by fostering empathy and similarity. This strategy is effective across different political ideologies, promoting understanding of social determinants in health.

Keywords:
Attribution theoryCOVID-19narrative persuasionpolicy supportsocial determinants of health

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Area of Science:

  • Health Communication
  • Social Psychology
  • Public Health Messaging

Background:

  • Focusing solely on individual health behaviors can decrease policy support and emotional engagement.
  • COVID-19 outcomes are influenced by structural barriers, yet policy interventions can improve outcomes for vulnerable populations.
  • Effective health communication requires promoting understanding of social determinants and policy support.

Purpose of the Study:

  • To examine the effects of personal responsibility framing on affective responses and COVID-19 policy support.
  • To investigate how affective responses to health messages influence policy support.
  • To determine if political ideology moderates the relationship between protagonist responsibility and audience responses.

Main Methods:

  • An experiment was conducted with 435 participants.
  • Participants were exposed to messages featuring characters with varying levels of personal responsibility for COVID-19 prevention.
  • Attribution theory and narrative persuasion concepts were utilized to analyze affective engagement and policy support.

Main Results:

  • A highly responsible protagonist elicited greater empathy and perceived similarity from participants.
  • Increased empathy and perceived similarity led to higher support for COVID-19 policies.
  • Political ideology moderated the effect of protagonist responsibility on perceived similarity, but empathy was evoked regardless of political leaning.

Conclusions:

  • Framing health issues with a focus on personal responsibility can be an effective strategy to increase policy support.
  • Empathy plays a crucial role in connecting health messages to policy support, independent of political ideology.
  • Health communication should strategically employ narrative elements to enhance public understanding and support for health policies.