Author

Jiayuan Wen

Year of Award

7-27-2020

Degree Type

Thesis

Degree Name

Master of Philosophy (MPhil)

Department

School of Communication

Principal Supervisor

Guo, Steve Z. S.

Keywords

Perspective (Linguistics) ; Discourse analysis, Narrative

Language

English

Abstract

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

Comments

Principal supervisor: Prof. Guo Steve Z. S. ; Thesis submitted to the School of Communication

Bibliography

Includes bibliographical references (pages 40-49)

Available for download on Wednesday, November 09, 2022



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