Christy Katheryn R, Jensen Jakob D, Sarapin Susan H, Yale Robert N, Weaver Jeremy, Pokharel Manusheela
a Department of Communication , University of Utah , Salt Lake City , Utah , USA.
b Cancer Control and Population Sciences Core , Huntsman Cancer Institute , Salt Lake City , Utah , USA.
J Health Commun. 2017 May;22(5):433-441. doi: 10.1080/10810730.2017.1303555. Epub 2017 Apr 17.
Communication campaigns often include components that have been designed for a specific population, a strategy referred to as targeting. Targeted narratives are story-based components of a campaign that feature a character or situation relevant to the intended audience. Though commonplace, few studies have explicated the underlying mechanisms by which targeted narratives exert influence. In a message evaluation study, 316 women aged 40-75 (M = 51.19, SD = 8.11) were exposed to one of two targeted narratives and asked to complete measures of model admiration, narrative memorability, and intentions to receive a mammography. Targeting was based upon affiliation with the Mormon church. The results revealed that the relationship between the targeted narratives and screening intentions was especially strong for women from the target population who admired the depicted models and found the stories memorable.
宣传活动通常包括针对特定人群设计的组成部分，这一策略被称为定向宣传。定向叙事是宣传活动中基于故事的组成部分，其特点是有与目标受众相关的人物或情境。尽管很常见，但很少有研究阐明定向叙事发挥影响的潜在机制。在一项信息评估研究中，316名年龄在40至75岁之间的女性（M = 51.19，SD = 8.11）接触了两种定向叙事中的一种，并被要求完成对榜样钦佩度、叙事记忆度以及接受乳房X光检查意愿的测量。定向宣传是基于与摩门教会的联系。结果显示，对于来自目标人群且钦佩所描绘的榜样并觉得故事令人难忘的女性而言，定向叙事与筛查意愿之间的关系尤为强烈。
