Fórmulas para la prevención, formato narrativo vs expositivo. Análisis comparativo de sus efectos en el conocimiento, actitud y conducta de los jóvenes sobre el VPH

Luz Martínez Martínez; Ubaldo  Cuesta Cambra; Olga  Serrano Villalobos; José Ignacio Niño González

doi:10.4185/RLCS-2018-1249

Authors

Luz Martínez Martínez Complutense University of Madrid https://orcid.org/0000-0001-8582-724X
Ubaldo Cuesta Cambra Complutense University of Madrid https://orcid.org/0000-0001-7023-7132
Olga Serrano Villalobos Complutense University of Madrid http://orcid.org/0000-0002-8562-6680
José Ignacio Niño González Complutense University of Madrid http://orcid.org/0000-0001-6940-2399

DOI:

https://doi.org/10.4185/RLCS-2018-1249

Keywords:

narrative persuasion, social networks, Facebook, human papilloma virus, prevention, sexual health

Abstract

This article presents the results of a study that empirically compares the effectiveness of narrative and non-narrative formats on Facebook to influence knowledge about HPV and promote more preventive attitudes and behaviours. Methods: A univariate inter-subject experimental design was used with 114 young participants, where the independent variable, with a two-level treatment, was “format type”, and the stimulus were two Facebook profiles presenting the same information about HPV but in two different formats: narrative and non-narrative. Results: The non-narrative expository profile produced greater increase in knowledge, while the narrative profile led to greater change in more responsible preventive attitudes and behaviours. Discussion and conclusions: This research confirmed the persuasive effectiveness of the narrative format against the non-narrative format in social networks. Mediational mechanisms are explained, and new strategies are recommended to improve young people’s understanding of the disease.

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Author Biographies

Luz Martínez Martínez, Complutense University of Madrid

PhD in Audiovisual Communication by Universidad Complutense de Madrid. Specialized in learning through media and in communication and health. Associated professor of Universidad Rey Juan Carlos and Researcher of the Chair of Communication and Health of the department of Communication, Audiovisual and Advertisement II of the Faculty of Information Sciences (UCM). Associated Professor in the graduate studies of Audiovisual Communication of Universidad Rey Juan Carlos de Madrid. She has published papers on scientific journals and has participated in numerous international congresses. Currently she is integrated as researcher in the Neuromarketing laboratory “NeurolabCenter” belonging to the department of Communication, Audiovisual and Advertisement II of the Faculty of Information Sciences (UCM).

Her research lines are focused on: the analysis of the creation and psychosocial and cultural effects of the audiovisual discourse in different platforms, its application in edu-entertainment and the study of its efficacy through innovative methodologies, neuromarketing.

Ubaldo Cuesta Cambra, Complutense University of Madrid

Ubaldo Cuesta Cambra is a Professor at the School of Information Sciences of the Complutense University of Madrid (UCM). Director of the Department of Audiovisual Communication and Advertising II. Director of the MA programme in Communication and Health and the MA programme in Advertising Management of the Complutense University of Madrid (UCM). Director of Comunicación y Salud Journal and co-Director of Pensar la Publicidad (PLP) journal. Member of the Spanish Council of Drug Addictions and other Addictions.

Director of the neuroscience lab “Neurolab” of the Department of Communication, Audiovisual and Advertising II of the School of Information Sciences (UCM). Director of the consolidated research group of the Complutense University of Madrid (UCM): “Creation and psychosocial and cultural effects of the audiovisual discourse”. Author of three books specialised in communication psychology and coordinator of seven books. Author of more than 30 articles published in high-impact Spanish-language and English-language journals (including several journals listed in Scopus and JCR) in the field of psychology and communication.

His areas of research are: the study of different aspects of communication and health such as addictions, prevention and health promotion; analysis and creation of strategies in advertising and health; development innovation in Neuroscience, its application in neuromarketing and advertising; and the neuro-psychological foundations of communication.

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Olga Serrano Villalobos, Complutense University of Madrid

She is currently PhD on Information Sciences by Universidad Complutense de Madrid. Specialized in Communication and health and in addictions to New Information and Communication Technologies (ICTs). Researcher in the Chair of Communication and Health of the Department of Audiovisual Communication and Advertisement (CAVP II) of the Faculty of Information Sciences (UCM). Professor of the subject of Information Theories in the graduate studies of Advertisement and Public Relations and in the graduate studies of Journalism in Universidad Rey Juan Carlos de Madrid. She has published in different scientific journals and has participated in different international congresses. Currently, she conducts research projects focused on Communication and Health, with reference to images and psychosocial factors within the Department of Audiovisual Communication and Advertisement II of the Faculty of Information Sciences (Universidad Complutense de Madrid). Her research lines are focused on the techno-addiction to sex in the youth population, the creation of theoretical models and the analysis of psychosocial factors; in the creation of detection and screening tools, as well as the prevention of health through image. Her study areas are: Communication, Sociology, Psychology and Psychiatry.

José Ignacio Niño González, Complutense University of Madrid

PhD in Advertisement and Public Relations by Universidad Complutense de Madrid, and Master’s degree in Business Administration by Instituto de Empresa de Madrid. He is currently secretary of the Academic Commission of the Doctorate Program on Communication, Audiovisual, Advertisement and Public Relations that is taught in the Faculty of Information Sciences (UCM). He has performed research stays in the University of Pekin (China), Universidad de Zacatecas (México) and Universidad de Oporto (Portugal). He has published numerous papers on scientific journals, book chapters and books. Currently, he is working on two research projects, one of them of technological nature linked to Teaching Innovation and another one in the field of mediatic multiscreen consumption. He is now Subdirector of the Neuromarketing laboratory “NeurolabCenter” belonging to the Department of Communication, Audiovisual and Advertisement of Information Sciences (UCM).

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