Transportation Theory: Narrative transportation theory focuses on the causes and consequences of an individual being immersed in a story, or transported into a narrative world. Transportation refers to the feeling of being so absorbed in a story that connection to the real world is lost for some time; it includes cognitive engagement, emotional experience, and the presence of mental imagery. This experience is a key mechanism underlying narrative influence on recipients’ attitudes and beliefs, particularly in combination with enjoyment and character identification. Narrative persuasion through transportation has been demonstrated with a wide variety of topics, including health, social issues, and consumer products. Transportation can occur across media (through written, audio, or video narratives) and for both factual and fictional stories. It is typically measured with a self-report scale, which has been well-validated (Green & Brock, 2000). Transportation is conceptually similar to flow (Csikszentmihalyi, 1990) and presence (Klimmt & Vorderer, 2003), although both flow and presence pertain more to being immersed in an experience, rather than specifically in a narrative. While individuals are transported, their mental systems and capacities become concentrated on events occurring in the story, causing them to lose track of time, lack awareness of the surrounding environment, and experience powerful emotions as a result of their immersion in the narrative. Transported recipients may also lose some access to real-world knowledge, making them more likely to adapt their real-world beliefs and behaviors to be more consistent with the story to which they are exposed. Transportation theory suggests several mechanisms to explain this phenomenon, including reduced counterarguing, connections with characters, heightened perceptions of realism, the formation of vivid mental imagery, and emotional engagement. Personality factors can also affect the extent of transportation: narrative recipients vary in transportability, or their dispositional tendency to become transported; and they may be influenced differently by narratives due to a difference in their need for affect (individuals high in need for affect are more likely to be transported into narratives). Additional factors such as story quality and points of similarity between the reader and the story can also influence transportation.
Melanie C. Green and Kaitlin Fitzgerald
Julie E. Volkman
In health and risk communication, evidence is a message feature that can add credibility, realism, and legitimacy to health and risk messages. Evidence is usually defined into two types: statistical or narrative. Statistical evidence employs quantifications of events, places, phenomena, or other facts, while narrative evidence involves stories, anecdotes, cases, or testimonials. While many health and risk messages employ statistical or factual information, narrative evidence holds appeal for health and risk communication for its utility in helping individuals learn their risks and illnesses through stories and personal experiences. In particular, narratives employed as evidence in a health or risk message especially hold value for their ability to communicate experiences and share knowledge, attitudes, beliefs, and ideas about complex health issues, propose behavior change, and assist individuals coping with disease. As a result, the personal experiences shared, whether they are from first-hand knowledge, or recounting another’s experience, can focus attention, enhance comprehension for risks, and recall of health and risk information. Furthermore, readers engage with the story and develop their own emotional responses which may align with the purpose of the health and risk message. Narratives, or stories, can occur in many ways or through various points of view, but the stories that “ring true” to readers often have a sense of temporality, coherence, and fidelity. As a result, formative research and pre-testing of health and risk messages with narratives becomes important to understand individual perceptions related to the health issue and the characters (or points of view). Constructs of perceived similarity, interest, identification, transportation, and engagement are helpful to assess in order to maximize the usefulness and persuasiveness of narratives as evidence within a health and risk message. Additionally, understanding the emotional responses to narratives can also contribute to perceptions of imagery and vividness that can make the narrative appealing to readers. Examining what is a narrative as evidence in health and risk messages, how they are conceptualized and operationalized and used in health and risk messages is needed to understand their effectiveness.