Entertainment-education and HIV-AIDS prevention. Moderating and mediating processes

  1. Alicia Camelo-Guarín
  2. Juan-José Igartua
  3. Jair Vega-Casanova
  4. Jorge Enrique Palacio-Sañudo
Zeitschrift:
Cuadernos.Info

ISSN: 0719-3661

Datum der Publikation: 2022

Nummer: 51

Seiten: 268-287

Art: Artikel

DOI: 10.7764/CDI.51.29287 DIALNET GOOGLE SCHOLAR lock_openOpen Access editor

Andere Publikationen in: Cuadernos.Info

Zusammenfassung

Este artigo faz parte da pesquisa sobre educação e entretenimento (EE) sob a perspectiva da persuasão narrativa. São apresentados os resultados de um estudo experimental destinado a contribuir para melhorar o desenho de estratégias de EE para promover o teste anti-HIV em homens que fazem sexo com homens (HSH). Em particular, foi analisado o efeito da mensagem educação-entretenimento (escrita versus audiovisual) e o papel moderador da capacidade de gerar imagens mentais no impacto persuasivo das peças de EE. Participaram do estudo experimental 109 HSH e foram distribuídos aleatoriamente em duas condições experimentais (audiovisual versus mensagem escrita). Os resultados mostraram que a capacidade de gerar imagens mentais moderou o efeito da modalidade de mensagem EE no transporte narrativo e na identificação de personagens. Além disso, verificou-se que tanto o transporte narrativo quanto a identificação com as personagens atuaram como mecanismos mediadores relevantes, mas tais efeitos indiretos foram condicionados pela capacidade de gerar imagens mentais. Esses resultados significam um avanço no conhecimento dos processos de persuasão narrativa, o papel das diferenças individuais e fornecem informações relevantes para o desenho das intervenções de EE.

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Fuente de los datos: Dialnet