Toward a theory of entertainment persuasion¶
Moyer-Gusé, E. (2008). Toward a theory of entertainment persuasion: Explaining the persuasive effects of entertainment-education messages. Communication Theory, 18(3), 407-425.
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Primes¶
- Narrative Persuasion
- Narrative persuasion supports a distinctive counterfactual: "If the audience were less transported, they would have counter-argued and the attitude shift would not have occurred." That move lets analysts predict where narrative will outperform argument and vice versa: high-stakes, identity-relevant, or counter-attitudinal content is more effective via narrative precisely because the transportation route bypasses the defenses that direct argument would have activated, an asymmetry Moyer-Gusé (2008) formalizes in her entertainment-overcoming-resistance model identifying the specific defenses (reactance, counter-arguing, perceived persuasive intent) that transportation suppresses.
This sourceEntertainment Overcoming Resistance Model (EORM): identifies specific defenses against persuasion — reactance, counter-arguing, perceived persuasive intent, perceived invulnerability — and specifies how transportation and character involvement in entertainment narratives suppress each, explaining why narrative routes outperform direct argument on counter-attitudinal content.
- Narrative persuasion supports a distinctive counterfactual: "If the audience were less transported, they would have counter-argued and the attitude shift would not have occurred." That move lets analysts predict where narrative will outperform argument and vice versa: high-stakes, identity-relevant, or counter-attitudinal content is more effective via narrative precisely because the transportation route bypasses the defenses that direct argument would have activated, an asymmetry Moyer-Gusé (2008) formalizes in her entertainment-overcoming-resistance model identifying the specific defenses (reactance, counter-arguing, perceived persuasive intent) that transportation suppresses.
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