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
Revue:
Cuadernos.Info

ISSN: 0719-3661

Année de publication: 2022

Número: 51

Pages: 268-287

Type: Article

DOI: 10.7764/CDI.51.29287 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Cuadernos.Info

Résumé

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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