Beyond the story: Understanding the social media effects of celebrity advocacy on mental health stigma reduction

被引：0

作者：

Kim H.M. ^{[1
]}

机构：

[1] Communication Department, College of Liberal Arts, University of Massachusetts Boston, 100 Morrissey Blvd, Boston, 02125-3393, MA

来源：

Computers in Human Behavior | 2024年 / 159卷

关键词：

Celebrity advocacy; Health campaigns; Mental health; Social media; Stigma;

D O I：

10.1016/j.chb.2024.108356

中图分类号：

学科分类号：

摘要：

Anti-stigma campaigns increasingly leverage personal narratives of celebrities or public figures through social media, yet little is known about what makes social media an effective storytelling tool. This study empirically tests their mental health stories in different media formats using a multiple message design. Through a pilot study, four celebrities were selected: Kristen Bell, Mariah Carey, Dwayne Johnson, and Kevin Love, who have disclosed their mental health struggles. An online between-subjects experiment was conducted with 389 participants who were randomly assigned to one of three conditions (social media vs. online article vs. no-message control). Results showed that participants who read the stories in a social media format felt a greater social presence, as if they were engaging in a real conversation with the celebrity, compared to those who read the same stories in an online article format. This, in turn, facilitated a stronger sense of transportation into the story, ultimately leading to persuasive outcomes such as positive attitudes toward help-seeking and increased intentions to seek both professional and informal help. Further analyses revealed that the effects of social presence and transportation on attitudes toward help-seeking were more pronounced among those with greater parasocial intimacy with the celebrity. The findings provide empirical support for the effectiveness of using social media as a storytelling channel for anti-stigma campaigns. © 2024 Elsevier Ltd

引用

共 55 条

[1]

Appel M., Gnambs T., Richter T., Green M.C., The transportation scale–short form (TS–SF), Media Psychology, 18, 2, pp. 243-266, (2015)

[2]

Barbour J.B., Doshi M.J., Hernandez L.H., Telling global public health stories: Narrative message design for issues management, Communication Research, 43, 6, pp. 810-843, (2016)

[3]

Beck C.S., Aubuchon S.M., McKenna T.P., Ruhl S., Simmons N., Blurring personal health and public priorities: An analysis of celebrity health narratives in the public sphere, Health Communication, 29, 3, pp. 244-256, (2014)

[4]

Biocca F., Harms C., Burgoon J.K., Toward a more robust theory and measure of social presence: Review and suggested criteria, Presence: Teleoperators and Virtual Environments, 12, 5, pp. 456-480, (2003)

[5]

Braverman J., Testimonials versus informational persuasive messages: The moderating effect of delivery mode and personal involvement, Communication Research, 35, 5, pp. 666-694, (2008)

[6]

Burgoon J.K., Bonito J., Ramirez J., A, Dunbar N.E., Kam K., Fischer J., Testing the interactivity principle: Effects of mediation, propinquity, and verbal and nonverbal modalities in interpersonal interaction, Journal of Communication, 52, pp. 657-677, (2002)

[7]

Cavazos-Rehg P.A., Krauss M.J., Sowles S., Connolly S., Rosas C., Bharadwaj M., Bierut L.J., A content analysis of depression-related tweets, Computers in Human Behavior, 54, pp. 351-357, (2016)

[8]

Chaiken S., Eagly A.H., Communication modality as a determinant of persuasion: The role of communicator salience, Journal of Personality and Social Psychology, 45, 2, (1983)

[9]

Chen M., McGlone M.S., Bell R.A., Persuasive effects of linguistic agency assignments and point of view in narrative health messages about colon cancer, Journal of Health Communication, 20, 8, pp. 977-988, (2015)

[10]

Chung S., Cho H., Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement, Psychology and Marketing, 34, 4, pp. 481-495, (2017)

← 1 2 3 4 5 6 →