Persuading with Narratives Against Gender Violence. Effect of Similarity with the Protagonist on Identification and Risk-Perception

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Keywords:

Persuasion, communication psychology, domestic violence

Abstract

This study focuses on analysis of the factors that can increase the persuasive effectiveness of information campaigns using narratives. An experiment was carried out in which similarity with the protagonist was manipulated in a video about a victim of gender violence. e protagonist was portrayed as living in Spain, and she was said to be Spanish (high similarity) or Argentinian (low similarity). e participants (75 Spanish women) then filled out a questionnaire with measures about emotional impact, identification with the protagonist, and risk perception about becoming a victim of abuse. Results showed that similarity with the protagonist has an indirect influence on risk perception through negative emotions and identification.

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Author Biographies

Juan José Igartua, Universidad de Salamanca

Doctor en Psicología y Catedrático (Professor) de Comunicación Audiovisual y Publicidad del Departamento de Sociología y Comunicación de la Universidad de Salamanca. Director del Observatorio de los Contenidos Audiovisuales, Grupo de Investigación Reconocido de la Universidad de Salamanca.

Daniela Fiuza, Universidad de Salamanca

Graduada en Comunicación Audiovisual. Master de Investigación en Comunicación Audiovisual de la Universidad de Salamanca

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Published

2018-02-12

How to Cite

Igartua, J. J., & Fiuza, D. (2018). Persuading with Narratives Against Gender Violence. Effect of Similarity with the Protagonist on Identification and Risk-Perception. Palabra Clave, 21(2), 499–523. Retrieved from https://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/7700

Issue

Vol. 21 No. 2 (2018)

Section

Articles

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