Text Narrative And Audience Emotion In The Background Of Health Communication

This research focuses on the relationship of narrative mode and message framing. We apply an experiment using a2(first person point of view vs third person point of view)*2(gain vs loss) design. With help from email, social network and the website---sojump, we finally got368answered questionnaires with a population from16cities of China which has a main average age from20to50years old and a nearly half-half sex.Finally, we find that different point of view and message framing can really influence the perceived message necessity, attitude toward quit-smoking, and the perceived positive emotion, while less related to the behavior of both smoker and nonsmoker. The mediated effects of negative emotion between stimulation and attitude toward smoking (Rc=0.018, p=0.009), smoke intention (Rc=0.021, p=0.005; Rc=0.015, p=0.019) are quite significant except behavior intention which means tell others to give up smoking. While positive emotion has a nearly opposite result. And the importance of experimental design has been discussed in the end of the paper.