Entertainment-education and HIV-AIDS prevention. Moderating and mediating processes

Alicia Camelo-Guarín; Juan José Igartua; Jair Vega-Casanova; Jorge Palacio-Sañudo

doi:10.7764/cdi.51.29287

Autores/as

Alicia Camelo-Guarín Universidad del Norte
Juan José Igartua Universidad de Salamanca
Jair Vega-Casanova Universidad del Norte
Jorge Palacio-Sañudo Universidad del Norte

DOI:

https://doi.org/10.7764/cdi.51.29287

Palabras clave:

persuasión narrativa, educación-entretenimiento, prevención de VIH-SIDA, modalidad de la narrativa, transporte narrativo, identificación con el personaje, capacidad para generar imágenes mentales, intención de comportamiento

Resumen

Este artículo se enmarca en la investigación sobre educación-entretenimiento (EE) desde la perspectiva de la persuasión narrativa. Se presentan los resultados de un estudio experimental orientado a contribuir a la mejora del diseño de estrategias de EE para la promoción de la realización de la prueba del VIH en hombres que tienen sexo con hombres (HSH). Específicamente, se analizó el efecto de la modalidad del mensaje (escrito versus audiovisual) y el rol moderador de la capacidad para generar imágenes mentales en el impacto persuasivo de las piezas de EE. En el estudio experimental participaron 109 HSH, distribuidos aleatoriamente a dos condiciones experimentales (mensaje audiovisual versus mensaje escrito). Los resultados mostraron que la capacidad de generar imágenes mentales moderaba el efecto de la modalidad del mensaje EE sobre el transporte narrativo y la identificación con los personajes. Asimismo, se constató que tanto el transporte narrativo como la identificación con los personajes actuaban como mecanismos mediadores relevantes, pero dichos efectos indirectos estaban condicionados por la capacidad para generar imágenes mentales. Estos resultados suponen un avance en el conocimiento de los procesos de persuasión narrativa, el rol de las diferencias individuales y la entrega información relevante para el diseño de intervenciones de EE.

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Biografía del autor/a

Alicia Camelo-Guarín, Universidad del Norte

Doctora en Ciencias Sociales de la Universidad del Norte de Colombia. Fomenta la investigación en temas educativos. Su investigación se centra en la persuasión narrativa, la comunicación sanitaria. Actualmente trabaja como profesora e investigadora en el Departamento de Comunicación Social de la Universidad del Norte. Investigadora Senior de GIDHUM en Desarrollo Social.

Juan José Igartua, Universidad de Salamanca

Doctor en Psicología Social, es Catedrático de Psicología de los Medios de la Universidad de Salamanca (España). Su investigación se centra en el análisis de los efectos de los medios y, en particular, en la teoría de los medios de entretenimiento, la persuasión narrativa, el análisis de los efectos socio-cognitivos de los marcos informativos, la comunicación sobre la salud y los medios y la inmigración. Ha publicado artículos de investigación en prestigiosas revistas arbitradas como Journal of Communication, Media Psychology, Mass Communication & Society, Communications-The European Journal of Communication Research, Journal of Media Psychology, entre otras.

Jair Vega-Casanova, Universidad del Norte

Profesor del Departamento de Comunicación Social, Investigador Titular (Colciencias) del Grupo de Investigación PBX Comunicación, Cultura y Cambio Social y profesor de la Maestría en Comunicación, Epidemiología y Salud Pública de la Universidad del Norte. Estudiante de Doctorado en Comunicación y Magíster en Estudios Políticos y Económicos, Universidad del Norte (Colombia). Sociólogo, Universidad Simón Bolívar (Colombia). Sus investigaciones y publicaciones se inscriben en la relación entre comunicación, cultura y cambio social.

Jorge Palacio-Sañudo, Universidad del Norte

Doctor en Psicología, Ciencias del Comportamiento y Prácticas Sociales por la Universidad Paris Nanterre. Psicólogo y profesor de la Universidad del Norte. GIDHUM Investigador Senior en Desarrollo Social y Psicología de la Salud con poblaciones en situación de vulnerabilidad (niños trabajadores y personas desplazadas o migrantes).

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