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Successful social marketing campaign to promote COVID-19 vaccination for the unvaccinated relies on increasing positive reactions but also reducing negative responses to persuasive messages. This study aims to investigate the relative effects of narrative vs non-narrative public service announcements (PSAs) promoting COVID-19 vaccination on both positive and negative reactions. Using social media as a tool for disseminating marketing campaigns provides a great opportunity to examine the effectiveness of narrative PSAs on vaccination intention, especially among unvaccinated young adults, who were the target audience of the social marketing. This study explores the role of empathy and psychological reactance as underlying mechanisms.

An experiment involving unvaccinated young adults was conducted with a one-factor, two-condition (message type: narrative vs non-narrative) design.

Results indicated that the narrative (vs non-narrative) PSAs led to greater empathy. While no direct effects of message type emerged on psychological reactance or vaccination intention, results of a serial multi-mediator model confirmed that empathy and psychological reactance mediated the effects of message type on vaccination intention.

The study extends the understanding of narrative persuasion by examining an underlying mechanism behind narrative persuasion in a COVID-19 PSA. This study provides empirical evidence of the important role of empathy in processing narrative PSAs. Moreover, the current study expands narrative persuasion’s applicability to COVID-19 vaccination intervention messages for unvaccinated young adults, highlighting the effectiveness of narrative persuasion as a social marketing communication tool.

Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how narrative advertising video on internet, narrator flow and online audience characteristics influence the health communication effects and depression prevention messages of public service advertisements.

This study uses two experimental designs. The first contrasts the effectiveness of persuasion between narrative and argument advertising videos on internet, while the second contrasts the effectiveness of persuasion between narrators with high and low flow. This study employed partial least squares path modeling to validate the research structure hypothesis.

Empirical results indicate that internet narrative advertising video is not direct, but rather draws on flow and positive anticipated emotions to stimulate the production of online audience intention to adopt health risk-reducing behaviors. Compared with narrative advertising video, which influences intention to adopt health risk-reducing behaviors through flow and positive anticipated emotions, narrator advertising video with an emotionally invested high-flow narrator can strengthen online audience intention to adopt risk-reducing behaviors more directly and positively.

The study results can provide elements to assist in the design of online advertising video on depression prevention and health promotion.

In this study, the dialogue among narrative theory, emotional contagion theory, and anticipated emotions theory is constructed, and an integrated conceptual framework is developed for the relationship between internet advertising video type and the health communication.

This study aims at a better understanding of parents’ identity work when their parenting skills are questioned, in an organizational setting. The parents in this study were assessed as at risk of unsatisfactory parental functioning because of problems related to drugs, mental health and/or psychosocial functioning, and they were observed and offered guidance at an extended health centre in Norway. The study explores how individual self-presentations are interwoven with and dependent on organizational narratives of identity.

Based on an analysis of 16 qualitative interviews, three exemplary cases are analyzed in detail. Narrative identity and professional gaze constitute the theoretical framework.

Parents and service providers negotiate which organizational narratives of identity are available, and the narratives are integrated in parents’ self-presentations in different ways. The most common strategy is to accept the organizational narratives offered, but they are also transformed and rejected. The experience of being seen by an empathic professional gaze contributes to the creation of an acceptable self-narrative.

Tending to parents’ identity needs should be an integral part of services provided. If parents are to cooperate with state services and engage in interventions, their needs for preserving an acceptable and coherent self-narrative must be considered.

This paper adds to the understanding of how identity work is a central feature of service provision. It also adds to the literature on relationships between identity narratives at different levels of society.

The purpose of this paper is twofold: first, assess the effects of the peers’ recovery narratives on service users’ perceived mental health recovery; and second, explore various stakeholders’ perspectives on the program, specifically its facilitators and barriers.

The study used a convergent mixed-method design. First, a pre-test post-test design was used with service users to evaluate the peer recovery narrative program. They completed the Recovery Assessment Scale (RAS) and participated in qualitative interviews that explored perspectives on their mental health recovery before and after the program. Second, a cross-sectional design was used to explore stakeholder groups’ perspectives on the recovery narrative program immediately after listening to the narratives.

While findings show that there was no statistical difference between scores on the RAS before and after the peer narratives, thematic analysis revealed a change in service users’ understanding of recovery post-narratives. Other stakeholder groups confirmed this change. However, some healthcare professionals questioned the universal positive effects of the peer recovery narrative program on service users. Stakeholders agreed that beyond effects of the peer recovery narrative program on service users, there were also positive effects among the peers themselves.

To the authors’ knowledge, this is the first Canadian study, and one of the first studies to rely on mixed-methods and various stakeholder groups to evaluate the impact of peer recovery narratives on service users. The research, thus, fills a knowledge gap on peer recovery narratives.

The importance of effective public messages has been widely recognized during the coronavirus disease 2019 (COVID-19) pandemic. In particular, the role of news items and interpersonal conversations for the acceptance of public health measures has been highlighted. The authors propose a conceptual model based on the existing literature on how to measure the degree of persuasion of news narratives in the context of the COVID-19 pandemic.

The authors adopted a whole population approach, where the unit of analysis was the population of the media news about the COVID-19 pandemic. The authors selected a sample to develop and test their conceptual model. The sample size was n = 248. The questionnaire was distributed online using a non-probability convenience sampling plan. The authors used a pre-post pseudo-experimental design. Respondents answered questions about their attitude toward the COVID-19 pandemic. After watching a narrative news report on the same subject, they then answered questions designed to measure changes in their attitude. A structural equation model, the Sobel test and a paired samples t-test were used to test hypotheses.

The results showed that there is a significant relationship between narrative with transportation and empathy. There was also a positive and significant relationship between transportation and empathy with attitude and interpersonal talk. The relationship between transportation and self-referencing was also supported. Further, transportation and attitude mediated the relationships between narrative and interpersonal talk, self-referencing as well as empathy. A paired samples t-test revealed that attitudes were changed or reinforced before and after watching the narrative news report.

This paper contributes to the body of knowledge by identifying the outcomes of narrative persuasion during public health crises such as the COVID-19 pandemic.

Interest in older employees increases in times of population ageing. Previous research exploring the situation has underlined older employees' struggle with workplace changes. However, it has not explored their master narrative – the socially shared narrative about older employees that steers behaviour. This study explores this narrative and its differences across changing workplaces. It draws on Lyotard's suggestion that master narratives disintegrate in post-modern societies.

This study conducts focus groups among older Finnish employees of an airline, postal service and social care. These groups experienced different kinds of workplace changes, namely mass layoffs, digitalisation and restructuring. The focus groups highlight the individuals' shared narratives, thereby pinpointing the master narrative.

The master narrative describes how simultaneous changes at the workplace and in their health lead older employees to look for ways to exit their jobs. This narrative is largely stable across workplaces, showing no disintegration but some variation.

This is the first study on the master narrative of older employees and its disintegration. To the authors’ knowledge, it is also the first study to use focus groups to explore a master narrative.

The purpose of this paper is to explore the use of stories in a mental health environment. It includes an account of learning to read and recognise stories as a particular form of organizational narrative in the National Health Service (NHS).

The study involved a retrospective search for stories contained within ethnographic data collected from a mental health organization. A small number of stories were analysed in an attempt to discover how stories were used in one particular organizational setting.

The stories told by staff ranged from heroic action on behalf of a patient and in spite of the organization, to tragic stories of staff coming to harm. Stories told by patients concerned their experiences of meaningful relationships with the staff. Alongside this small collection of stories, two particular phenomena associated with storytelling are described; the first involves counter‐stories, which involved either discrediting accounts of patient as storytellers or offered different stories to suggest competing interpretations. The second involved collapsed story forms exchanged between staff as a means of convergent sense‐making.

The paper works with stories as a particular narrative form in one particular mental health setting. These stories have the potential to draw attention to aspects of organisational life such as fears about harming patients or coming to harm and possibilities for relationships between patients and staff. Two forms of exchange related to storytelling are detailed and are described as counter‐ and collapsed stories.

China and the USA are among the countries where depression is most prevalent. However, the treatment rate of depression is relatively low in these two countries. Negative attitudes toward depression is one of the major contributor to the low-treatment rate. The purpose of this paper is to examine the use of narratives to promote positive attitudes toward depression in China and the USA. In addition, it examines that the psychological mechanisms underlying narrative persuasion in these two different cultural contexts.

An online survey was conducted in both China (n=84) and the USA (n=174). Participants were first asked to complete a short questionnaire about their demographic information and depressive symptoms. They were then asked to read a story featuring a college student with depression. After reading the message, participants completed another questionnaire measuring their attitudes toward depression, transportation (i.e. readers’ involvement with the story), and counterarguing (i.e. the generation of thoughts that dispute the persuasive argument).

Results from a multi-group analysis suggested that although narrative messages had similar persuasive effects for readers from different cultures, the relation between narrative transportation and counterarguing was different. For the US participants, the more they were transported to the story world, the less counter arguments they generated. However, transportation was not negatively associated with counterarguing for Chinese readers.

Findings provide implications for strategically using narrative persuasion to promote positive attitudes toward depression in different cultural contexts.

This study is the first to test the use of narratives to promote positive attitudes toward depression in different cultural contexts.

This study aims to examine the way in which elderly people, men and women, with a terminal illness use language to construct a narrative about their “living-with-dying” experience.

This investigation is a secondary analysis based on a corpus of health and illness narratives collected by the Health Experiences Research Group at the University of Oxford and published by the DIPEx charity (available at: http://healthtalk.org/home).

This study shows that there are qualitative differences in the way in which not only elderly people but also men and women report their experience with terminal illness and their relation to death.

Understanding the different perspectives from which elderly people narrate their experiences of how they live while dying from terminal illness can help health professionals to develop more effective all-inclusive health policies and practices in end-of-life care.