Publication: Persuasión y auto-eficacia percibida a través de facebook: el caso del VPH
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2018-05-22
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Universidad Complutense de Madrid
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Abstract
El virus del papiloma humano es la enfermedad más común de transmisión sexual en el mundo, como indica la Organización Mundial para la Salud (OMS, 2015), la mayoría de las mujeres y hombres sexualmente activos contraerán la infección en algún momento de su vida. Aunque en la mayoría de los casos el organismo superará la infección, existen ciertos genotipos relacionados con algunos tipos de cáncer, como el cáncer del cuello de útero (CCU), el cuarto cáncer más frecuente en la mujer a nivel mundial. La OMS indica que el 70% de los cánceres cervicales de útero contiene el vph (Tipo 16 y 18), en 2012, 500.000 mujeres habían sido infectadas y el CCU provocó 270.000 muertes en todo el mundo. Por estos motivos, se hace imprescindible el conocimiento de la enfermedad, sobre el contagio y la prevención. Aunque se han desarrollado intervenciones y campañas dirigidas a la prevención del vph mediante el uso del preservativo y la vacunación, el vph sigue siendo una infección desconocida para la mayoría de los jóvenes y un tema estigmatizado (Evers, Albury, Byron y Crawford, 2013; Stephens y Tomas, 2014; Navarro-Illana et al., 2014). Las investigaciones sobre la persuasión narrativa y el Edu-entretenimiento (EE), muestran la eficacia de las narraciones para la transmisión de conocimiento, adquisición de nuevos valores y el cambio de conductas a otras más saludables (Murphy, Frank, Moran y Patnoe, 2011; Moyer-Gusé y Nabi, 2010; Igartua, 2011; Oliver, Dillard, Bae y Tamul, 2012; Niederdeppe, Shapiro y Porticella, 2011). La narrativa y la implicación del espectador en la historia y con los personajes provoca ciertos mecanismos psicológicos como el transporte narrativo, la identificación, la identificación de similitud, el deseo, las relaciones parasociales y la atracción que median los efectos persuasivos sobre la actitud y la conducta, y que producen efectos intermedios sobre la auto-eficacia que también influirá al cambio de la actitud y de la conducta (Moyer-Gusé, 2008; Sood, 2002)...
Human papilloma virus is the most common sexually transmitted disease in the world, as the World Health Organization (WHO, 2015) indicates, most of the women and men sexually active will contract the infection at some point in their lives. Although in most cases the body will outgrow the infection, there are certain genotypes related to some types of cancer, such as the cervical cancer (CCU), the fourth most frequent cancer in women in the world. The WHO indicates that 70% of uterine cervical cancers contain hpv (types 16 and 18), by 2012, around 500,000 women were infected and the CCU caused 270,000 deaths in the world. For these reasons, knowledge of the disease, contagion and prevention becomes essential. Although interventions and campaigns have been developed for prevention of hpv through the use of condoms and vaccination, hpv remains an unknown disease for most young people and a stigmatized issue (Evers, Albury, Byron and Crawford, 2013; Stephens and Tomas, 2014; Navarro-Illana et al., 2014). The researchs on narrative persuasion and Edu-entertainment (EE), show the effectiveness of narrative for the transmission of knowledge, the acquisition of new values and the change of behaviors to healthier ones (Murphy, Frank, Moran and Patnoe, 2011; Moyer-Gusé and Nabi, 2010; Igartua, 2011; Oliver, Dillard, Bae and Tamul, 2012; Niederdeppe, Shapiro and Porticella, 2011). Narrative and the involvement of the spectator in the story and with the characters provokes certain psychological mechanisms such as narrative transportation, identification, similarity, wishful, parasocial relationships and liking that effect on attitudes and behaviors, and that produce intermediate effects on self-efficacy that will also influence the change in attitude and behavior (Moyer-Gusé, 2008; Sood, 2002)...
Human papilloma virus is the most common sexually transmitted disease in the world, as the World Health Organization (WHO, 2015) indicates, most of the women and men sexually active will contract the infection at some point in their lives. Although in most cases the body will outgrow the infection, there are certain genotypes related to some types of cancer, such as the cervical cancer (CCU), the fourth most frequent cancer in women in the world. The WHO indicates that 70% of uterine cervical cancers contain hpv (types 16 and 18), by 2012, around 500,000 women were infected and the CCU caused 270,000 deaths in the world. For these reasons, knowledge of the disease, contagion and prevention becomes essential. Although interventions and campaigns have been developed for prevention of hpv through the use of condoms and vaccination, hpv remains an unknown disease for most young people and a stigmatized issue (Evers, Albury, Byron and Crawford, 2013; Stephens and Tomas, 2014; Navarro-Illana et al., 2014). The researchs on narrative persuasion and Edu-entertainment (EE), show the effectiveness of narrative for the transmission of knowledge, the acquisition of new values and the change of behaviors to healthier ones (Murphy, Frank, Moran and Patnoe, 2011; Moyer-Gusé and Nabi, 2010; Igartua, 2011; Oliver, Dillard, Bae and Tamul, 2012; Niederdeppe, Shapiro and Porticella, 2011). Narrative and the involvement of the spectator in the story and with the characters provokes certain psychological mechanisms such as narrative transportation, identification, similarity, wishful, parasocial relationships and liking that effect on attitudes and behaviors, and that produce intermediate effects on self-efficacy that will also influence the change in attitude and behavior (Moyer-Gusé, 2008; Sood, 2002)...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad II, leída el 20-06-2017