Visual Juxtapositions as Exemplars in Messages Promoting Healthy Dietary Behavior

Do Storytelling and Processing Motivation Matter? Comparing Narratives and Exemplars in Promoting Hepatitis C Screening among College Students

Encouraging hepatitis C screening, particularly among young adults who are at increased risk of infection, is essential for eliminating viral hepatitis. A 3 (narrative vs. exemplar vs. informational message) × 2 (processing motivation: low vs. high) between-subjects experiment was conducted among college students to compare the effectiveness of different message strategies and examine the moderating role of processing motivation. Findings revealed that the narrative was perceived more favorably than the exemplar message, and both messages led to a greater screen intention than the informational message. The narrative persuaded by increasing transportation and identification and, then, enhancing message perceptions. However, these mediation paths did not explain the effects of the simple exemplar. Moreover, the effects of the narrative and the exemplar did not differ significantly depending on levels of processing motivation. The study advances a theoretical understanding of the differences between narratives and exemplars. It also offers practical suggestions for campaign message design.

Each post matters: a content analysis of #mentalhealth images on Instagram

This study examined mental health-related content on a popular visual-based social media platform, Instagram. A content analysis was completed by using the search term '#mentalhealth' on public Instagram posts (N = 758). Our data showed that wellness practices related to mental health (e.g. exercise, healthy eating), anxiety, and depression are the most addressed mental health topics on Instagram. Additionally, posts that mention at least one type of mental health problem seek peer support and engagement from other users at a higher rate compared to posts that do not mention mental health disorder or topic (beyond the search term #mentalhealth). We discussed these findings in detail, as well as their theoretical and practical implications and the limitations of this study. We also suggested avenues for further research to promote evidence-based health communication techniques tailored to current visual-based social media platforms.