narrative persuasion and gender violence
TRANSCRIPT
Narrativepersuasionandgenderviolence
JuanJoséIgartua&DanielaFiuzaUniversityofSalamanca
ObservatoriodelosContenidosAudiovisuales(OCA)[email protected] -www.ocausal.es
Narrativeimpact
• Factorsthatcanincreasethepersuasivenessofnarrativecampaignsdesignedtosolvesocialproblems.• Narrative:asequenceofevents+characters+implicitandexplicitarguments,attitudesandinformation.• Narrativepersuasion:processesormechanismsthatexplainhownarrativescanchangeattitudes,beliefsorbehaviors(Igartua&Barrios,2012).• Applications:todesignhealthcommunicationmessagesfromtheperspectiveofentertainment-education.
Similarity,identificationandpersuasiveimpact
• Identificationwiththecharactersplaysanimportantmediatingrole(Hoeken&Sinkeldam,2014;Igartua&Barrios,2012).• Similaritybasedonobjectivetraits(demographicaspects,gender,ornationality)orbasedonpsychologicalorsubjectivecharacteristics (personality,beliefs,opinionsorvalues)(Cohenetal.,2015;deGraaf,2014;Tal-Or&Tsfati,2016).• Theimpactofnationalityoftheprotagonist ofthenarrative.
Similaritywiththecharacter
Identificationwiththecharacter
Attitudinalimpact
Modernracismandidentification
• Modern racism is a subtle form of prejudice and is associated with reactions of avoidance of contact with immigrants and also with negative feelings (Gaertner & Dovidio, 1986; Navas, 1998).• People with a high level of prejudice (high on the
modern racism scale) experienced a lower identification with the immigrant protagonists in films (Igartua, 2015).• Lower identification with a stigmatized
character protagonist of a fiction movie (Chung & Slater, 2013).• Modern racism can interfere in reception
processes, conditioning narrative persuasion processes.
Hypothesisandproposedmoderatedmediationmodel
H1: Similarity (nationality) à (+) Identification with Maria.H2: Similarity (nationality) à (+) Risk perception with respect to gender violence.H3: Similarity (nationality) x MR à (+) Identification with Maria.H4: Similarity (nationality) à (+) Identification with Maria à (+) Risk perception with respect to gender violence (when MR is high) [conditional indirect effects].
MARIA(presentedasaSpanish
womanorasArgentinian immigrant
living inMadrid)
Nationalityoftheprotagonist(Spanishvs.
immigrant)
Perceivedriskofbeingavictimofgender
violence
Identificationwiththeprotagonist
MethodParticipants• N = 75 woman, Spanish university students; Mage= 20,29 years old (SD =
1.81)Design• Experimental research: a random two-group design.• Video narrative: a public service announcement that told the story of Maria, a
victim of gender violence.• IV: similarity in demographic terms (nationality) with the protagonist (Maria):• Low similarity (n = 35). María is presented as an Argentinian immigrant.• High similarity (n = 40). María is presented as a Spanish.
• Questionnaire: pre-test (modern racism, age and nationality) y post-test (emotions, identification with the protagonist, enjoyment, risk perception of becoming a victim of gender violence, participants’ recall of Maria’s nationality).
Experimentalstimuli:videoagainstgenderviolence
ThevideousedwasbasedonanmediacampaignagainstgenderviolenceproducedbythegovernmentofArgentina.
Narrativeformat:withdramatictonetoelicitemotionalimpactandactivatetheperceptionofrisk(itcanhappen toanyone).
Duration:2minutesand5seconds.
Edition:dialoguesweretakenout,adramaticmusicandsubtitleswereadded.
Experimentalmanipulation:textonthescreentointroduce theprotagonist (8seconds).
“Anotherkindoflifeispossible;weallhavetherighttolivewithoutviolence;reporthim!”
https://www.youtube.com/watch?v=KOw4wvO1eYc
[Participants’recallofMaria’snationality:>60%,χ2 (2,N =75)=48.36,p <.001]
[Enjoyment(1-10):M =6.10,SD =2.11;t(71)=1.49,p =.140]
Maria,Spanish,43yearsold.ShehasbeenlivinginMadrid for6years.Sheisthemotherof3childrenandhasbeenmarried toJuan,herabuser, for15years.Thisisherstory…
Maria, Argentinian, 43 years old. She has been living in Madrid for 6 years. She is the mother of 3 children and has been married to Juan, her abuser, for 15 years. This is her story…
Variablesandinstruments
• Modernracism.ScaledevelopedbyMcConahayetal.(1981),translatedandadaptedtotheSpanishcontextbyNavas(1998).10items(α =.84):• “Inrecentyears,immigrantshavedonebettereconomicallythantheydeserve”.
• Emotions feltwhilewatchingthead.ScaledevelopedbyFredrickson(adaptedtoSpanishbyPáez,etal.,2012).20items:positiveemotions(α =.75)ynegativeemotions(α =.78).• Identificationwiththeprotagonist. ScaledevelopedbyIgartua&Barrios(2012).11items(α =.87):• “IhadtheimpressionofactuallylivingMaria’sstorymyself”.
• Riskperceptionwithrespecttogenderviolence.3items(1=notatall,10=verymuch;α =.78):• “Howlikelydoyou thinkitisthatyoupersonallycouldfindyourself involvedinasituationofgenderviolence?”.
• “Howlikelydoyou thinkitisthatapersonsimilartoyou(inage,educationallevel,socialclass)couldfindherselfinvolved inasituationofgenderviolence?”.
• “Howlikelydoyou thinkitisthataperson fromyoursurroundings couldfindherselfinvolved inasituationofgenderviolence?”.
ResultsH1:Similarity à (+) Identification with the protagonist
t(68) = 0.09, p = .926Negativeemotions:t(70)=2.24,p <.028
Positiveemotions:t(65)=-0.007,p =.994
Similarity à Negative and positive emotions
ResultsH2:Similarity à (+) Risk perception of becoming a victim of abuse
Similarity(nationality)(0=low,1=high)
Modernracism
Perceived risk of being a victim of gender
violence
β = -.14, p = .225
β = -.22, p < .058
R =.29Adjusted R2 =.06(6%)F(2,71)=3.41,p <.038β = Standardized coefficients
Multiplelinearregressionanalysis
ResultsH3:Similarity X Modern racism à (+) Identification with the protagonist
Similarity(nationality)(-0,5=low,0,5=high)
Modernracism
Similarity(nationality)xModernracism
Identificationwiththeprotagonist
Moderatedmultipleregressionanalysis(PROCESSmacroforSPSS,model1)
B = .25, p = .259
B = -.20, p < .064
B = -.46, p = .338
R =.25R2 =.06(6%)F(3,66)=1.55,p =.204
B = Unstandardized coefficients
ResultsSimilarity X Modern racism à (+) Negative emotions
Interactioneffect“similarityxmodern racism”:
B = .52, p < .006
Moderatedmultipleregressionanalysis(PROCESS
macroforSPSS,model1)
Conditionaleffectofsimilarityonnegativeemotionsasafunctionofmodern racism
R =.41R2 =.17(17%)F(3,67)=4.58,p <.005
Similarity(-0,5=low,0,5=high)
Modernracism
SimilarityxModernracism
IdentificationwithMaría
Perceivedriskofbeingavictimofgenderviolence
-.20+
.25
-.46 .83**
R2 =.06
R2 =.14**
+p <.10,**p <.01
ResultsH4: Similarity à (+) Identification with the protagonist à (+) Risk perception of becoming a victim of abuse (when MR is high)
Moderatedmediationanalysis(PROCESSmacroforSPSS,model7)
MMI = .21, SE = .22, 95% CI [-.13, .74]
Similaritywiththeprotagonist(0=low,1=high)
Negativeemotions
Identificationwiththeprotagonist
Perceivedriskofbeingavictimofgenderviolence
.35*
.46***
-.15
.76*-.01
-.49
(-.55)
IndirecteffectSimilarityà Negativeemotionsà Identificationà Riskperception
B=.12,SE=.10,95%CI[.001,.45]
ResultsSimilarity à (+) Negative emotions à (+) Identification with the protagonist à (+) Risk perception of being a victim of gender violence
Serialmultiplemediatormodel(PROCESSmacro
forSPSS,model6)
[Modern racism=covariable]
Conclusionandpracticalimplications
• Theimportanceofsimilaritywiththeprotagonistofentertainment-educationnarratives.• Theroleofemotionsandidentification withcharactersasexplanatorymechanisms.• Onlynarrativesthathavecharacterssimilartotheaudiencewillhavethepotentialtoprovokeidentificationwiththeprotagonist,throughanemotionalroute.• Forindividualswithahighlevelofprejudicetowardsimmigrants,the“drama”oftheSpanishcharactercausedmoreemotionaldistressthanthesamedramaexperiencedbytheimmigrantcharacter.• Campaigns againstgenderviolencethatfeatureprotagonistswhoareimmigrants(asastigmatizedoutgroup)couldbelesseffective.• Futureresearch:analyseotherfactorsinvolvedintheconstructionofcharactersthatcouldincreaseidentification.
Thank youforyourattention!
Juan-JoséIgartua(*)UniversityofSalamanca,Spain
(*)Contact:[email protected]