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
Revista:
Cuadernos.Info

ISSN: 0719-3661

Año de publicación: 2022

Número: 51

Páginas: 268-287

Tipo: Artículo

DOI: 10.7764/CDI.51.29287 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Cuadernos.Info

Resumen

Este artículo se enmarca en la investigación sobre educación-entretenimiento (EE) desde la perspectiva de la persuasión narrativa. Se presentan los resultados de un estudio experimental orientado a contribuir a la mejora del diseño de estrategias de EE para la promoción de la realización de la prueba del VIH en hombres que tienen sexo con hombres (HSH). Específicamente, se analizó el efecto de la modalidad del mensaje (escrito versus audiovisual) y el rol moderador de la capacidad para generar imágenes mentales en el impacto persuasivo de las piezas de EE. En el estudio experimental participaron 109 HSH, distribuidos aleatoriamente a dos condiciones experimentales (mensaje audiovisual versus mensaje escrito). Los resultados mostraron que la capacidad de generar imágenes mentales moderaba el efecto de la modalidad del mensaje EE sobre el transporte narrativo y la identificación con los personajes. Asimismo, se constató que tanto el transporte narrativo como la identificación con los personajes actuaban como mecanismos mediadores relevantes, pero dichos efectos indirectos estaban condicionados por la capacidad para generar imágenes mentales. Estos resultados suponen un avance en el conocimiento de los procesos de persuasión narrativa, el rol de las diferencias individuales y la entrega información relevante para el diseño de intervenciones de EE.

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