Using testimonial narratives to persuade people about artificial intelligencethe role of attitudinal similarity with the protagonist of the message

  1. Igartua, Juan-José 1
  2. González-Vázquez, Alejandro 2
  3. Arcila-Calderón, Carlos 1
  1. 1 Universidad de Salamanca
    info

    Universidad de Salamanca

    Salamanca, España

    ROR https://ror.org/02f40zc51

  2. 2 Universidad Internacional Isabel I de Castilla
    info

    Universidad Internacional Isabel I de Castilla

    Burgos, España

    ROR https://ror.org/055sgt471

Journal:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Year of publication: 2022

Issue Title: Media psychology

Volume: 31

Issue: 4

Type: Article

DOI: 10.3145/EPI.2022.JUL.09 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: El profesional de la información

Sustainable development goals

Abstract

La presente investigación aborda el estudio de los factores que incrementan el impacto persuasivo de los mensajes narrativos sobre inteligencia artificial (IA). En particular, se analiza el efecto en dos variables que, hasta la fecha, no han sido exploradas en este campo: las actitudes (positivas versus ambivalentes) hacia la IA expresadas por el protagonista del mensaje narrativo (un testimonial en formato audiovisual) y el papel de las creencias previas sobre la IA de los participantes. Se llevó a cabo un experimento online (N = 652) para contrastar el efecto de la similitud actitudinal en la identificación con el protagonista del mensaje narrativo y el efecto indirecto en las actitudes e intención de uso de la IA. Los resultados mostraron que el mensaje cuyo protagonista expresaba actitudes positivas hacia la IA inducía una mayor identificación únicamente en aquellos participantes con creencias positivas previas. En cambio, el mensaje cuyo protagonista expresaba actitudes ambivalentes hacia la IA inducía mayor identificación solamente entre los participantes con creencias previas negativas. Además, se observó que la identificación y la elaboración cognitiva actuaban como mecanismos mediadores del efecto de la similitud actitudinal sobre las actitudes y la intención de uso de la IA. Los hallazgos se discuten en el ámbito de la investigación sobre persuasión narrativa y del desarrollo de campañas sobre la mejora de la percepción social de la ciencia de datos.

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Funding information

El presente trabajo se ha realizado en el marco del proyecto de investigación "Uso del periodismo de datos y persuasión narrativa para mejorar el conocimiento y la percepción pública del big data y la inteligencia artificial", financiado por el Ministerio de Ciencia e Innovación (referencia FT-19-15021)

Funders

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