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
Bibliography
Includes bibliographical references (pages 40-49)
Recommended Citation
Wen, Jiayuan, "My word against yours : point of view in health messages" (2020). Open Access Theses and Dissertations. 850.
https://repository.hkbu.edu.hk/etd_oa/850
Link to Abstract & Table of Contents
http://systems.lib.hkbu.edu.hk/cgi-bin/thesisab.pl?pdf=991026299445703409a.pdf
Comments
Principal supervisor: Prof. Guo Steve Z. S. ; Thesis submitted to the School of Communication