Year of Award
Master of Philosophy (MPhil)
School of Communication
Guo, Steve Z. S.
Perspective (Linguistics) ; Discourse analysis, Narrative
Building on existing research on self-referencing persuasion and narrative health communication, this study examined the persuasive effects of a linguistic message strategy-narrative point of view-and assessed the effects of first-person point of view as compared to third-person point of view. Web-based experimental results (N = 222) showed that the first-person point of view brought about higher levels of character identification and perceived susceptibility than third-person point of view, while the two points of view were equally effective in evoking transportation, self- referencing, and perceived severity. The results also indicated that self-referencing fully mediated the positive relationship between transportation/identification and perceived susceptibility. Yet self-referencing showed no significant impact on perceived severity, whereas more transportation/identification directly led to more perceived severity. Theoretical and practical recommendations are provided for health practitioners, and social media health campaigns
Includes bibliographical references (pages 40-49)
Wen, Jiayuan, "My word against yours : point of view in health messages" (2020). Open Access Theses and Dissertations. 850.
Available for download on Wednesday, November 09, 2022