The Mediation Models Investigating the Influence of Narrative POV and Expanding Narratives of Public Service Short Video on Organ Donation Intentions Based on Two Experimental Studies

GUO Yuanming; YANG Xiao; LIU Xudong

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Chinese Journal of Journalism & Communication ›› 2024, Vol. 46 ›› Issue (3) : 30-54.

Specific Topic/Health Communication Research

The Mediation Models Investigating the Influence of Narrative POV and Expanding Narratives of Public Service Short Video on Organ Donation Intentions Based on Two Experimental Studies

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Abstract

This study used two experiments to examine the psychological mechanism of the persuasion effect of narrative point of view (POV) and expanding narratives of public service short videos. Analyzing data collected from the subjects who viewed a short video presenting corneal donation appeals, the study found that narrative POV (point of view) affects the organ donation intentions directly and people exposed to first-person narratives suggest deeper immersion than third-person narrative viewers. Moreover, immersion has positive impact on individuals' attitudes toward and intentions of organ donations, in line with the transportation theory. Data analysis also demonstrated that POV affects individual organ donation intentions following a serial mediation model of POV-Immersion-Attitude-Intentions. The model suggests that the contradictory findings of previous studies on the relationship between POV and health behavior are partially due to the mediation effect of immersion after exposure to such messages. Experiment 2, sustained by heuristic processing model, proceeds to explore how Danmu (bullet comments) as the expanding narratives influences organ donation intentions. It revealed that positive textual Danmu also indirectly but negatively impacts people’s donation intentions through boosting heuristics, which positively influences the negative attitudes and negatively influence the positive attitudes simultaneously.

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point of view (POV) / immersion / expanding narrative / serial mediation model / experiment / organ donation intentions

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GUO Yuanming , YANG Xiao , LIU Xudong. The Mediation Models Investigating the Influence of Narrative POV and Expanding Narratives of Public Service Short Video on Organ Donation Intentions Based on Two Experimental Studies[J]. Chinese Journal of Journalism & Communication. 2024, 46(3): 30-54

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Footnotes

1. 模型中“叙事视角”为虚拟变量，0=第一人称叙事，1=第三人称叙事。

2. 图中为非标准化系数，*p<.05, **p<.01, ***p<.001。

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