Communication Science: Interactive Media and Online Communication

Narrative Impact: Effects and persuasion mechanisms of narrative communication

Status
current
Project begin
01.01.2015
Project end
31.12.2019
Keywords
Akademische Forschung, Medienwirkung, Medienwirkungsforschung, Narrative impact, Narrative Kommunikation, Werbewirkung
Description

Narratives, i.e. stories, are central for the media. They are at the core of feature films, television series, novels, and radio dramas, and stories are told in non-fictional media content like reportages or news (in the form of case examples) as well. Furthermore, storytelling is considered an effective communication strategy for influencing stakeholders and target groups in PR and advertisement.

This continuous research project examines the effects of narrative communication on knowledge, beliefs, attitudes, and behaviors in different contexts (e.g. in journalism, in advertising, and in the reception of fictional entertainment). A central aim in this research project is to understand the mechanisms through which effects of narrative communication occur. 

Involved persons

Involved institutions

Publications in the course of the project