Persuading people through controversial movies: processes and mechanisms of narrative persuasion

Laburpena

Empirical research has found that exposure to specific fictional narratives exerts significant effects on attitudes and beliefs. However, there is little research about the persuasive impact of controversial movies. We present an experimental research study designed to analyze the attitudinal impact of one controversial feature-film (Camino), according to narrative persuasion theoretical models. Because of its critical message towards Opus Dei, this film triggered some controversy in Spain during its release. The results reveal that the experimental exposure to the movie induced negative opinions towards Opus Dei and religion, and weakened the relationship between political self-positioning and the aforementioned beliefs. Furthermore, the attitudinal impact was mediated by identification with the protagonist. These results are convergent with the Extended Elaboration Likelihood Model.