Influence of Narration Type and Modality on Health Science Popularization Effect in Social Media:An Experimental Study Based on Cervical Carcinoma and HPV Vaccine
The research examines the influence of narration type(didactic communication/first-person narrative/third-person narrative)and modality(text/infographic)on the effectiveness of health science popularization in social media.Results of a controlled experiment suggested that there were no differences in awareness about cervical carcinoma and HPV vaccine,knowledge,health beliefs,HPV vaccination intention and social media engagement among didactic communication,first-person narrative and third-person narrative condition.Infographic led to greater knowledge level of HPV than text-based message.No differences were found in awareness,health belief,vaccination intention and social media engagement between infographic and text based message.Besides,the research found that narration type interacted with modality to influence knowledge level,perceived susceptibility and vaccination intention.Specifically,the text-based message is more likely to enhance the perceptual susceptibility,and the third person narrative combined with inforgraphic is more conducive to the improvement of knowledge level and the promotion of individual vaccination willingness.
health science popularizationexperimental methodHPV vaccineinfographicnarrative
万方数据
