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The Ability of Narrative Communication to Address Health-related Social Norms

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Moran M. B., Murphy S. T., Frank L. B., Baezconde-Garbanati L.

International Review of Social Research

2013

vol. 3

issue 2

131-149

Social norms are an important predictor of health behavior and have been targeted by a variety of health communication campaigns. However, these campaigns often encounter challenges related to the socially specific context in which norms exist: specifically, the extent to which the target population identifies with the specific reference group depicted and the extent to which the target population believes the campaign’s message. We argue that because of its capacity to effect identification among viewers, narrative communication is particularly appropriate for impacting social norms and, consequently, behavioral intention. This manuscript presents the results of a randomized trial testing the effectiveness of two films – one narrative, one non-narrative – in changing perceived social norms and behavioral intention regarding Pap testing to detect cervical cancer. Results of the study indicate that the narrative film was in fact more effective at producing positive changes in perceived norms and intention.

Personal Network Analysis and Health among Latinas

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Frank L. B., Murphy S. T., Ball-Rokeach S.

International Review of Social Research

2016

vol. 6

issue 4

172-181

Interpersonal contacts play important roles in women’s health decisions. By using personal network analysis with a focus on specific role relationships, we can better examine interpersonal influences on health decision-making. Data were collected through face-to-face surveys of Hispanic women (N = 1632). Using an ego network name generator and name interpreters, participants detailed their personal networks for discussion about women’s health issues. Participants reported a mean of 1.99 (SD = 1.33) social network contacts with whom they discuss women’s health issues, of whom the most commonly reported contacts were female friends, sisters, mothers, and husbands, boyfriends, or partners. Many of the contacts nominated were family members, yielding a high personal network density (M = 0.84, SD = 0.32). Controlling for participant demographics and other forms of social influence, role relations’ encouragement to get a Pap test and personal network exposure to Pap test discussions were associated with Pap test status. Personal network analysis should leverage information on specific role relations. Given the importance of personal network contacts for women’s health status, health educators and medical professionals must account for women’s personal social networks in developing health interventions.

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2 International Review of Social Research

2 Frank L. B.

2 Murphy S. T.

1 Baezconde-Garbanati L.

1 Ball-Rokeach S.

1 Moran M. B.

1 2016

1 2013

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The Ability of Narrative Communication to Address Health-related Social Norms

Personal Network Analysis and Health among Latinas