Telling the Tale: The Role of Narratives in Helping People Respond to Crises.

Brooke Liu, Lucinda Austin, Yen-I Lee, Yan Jin, and Seoyeon Kim. (Forthcoming). “Telling the Tale: The Role of Narratives in Helping People Respond to Crises.” Journal of Applied Communication Research.

Abstract: During public health crises like infectious disease outbreaks, news media and governments are responsible for informing the public about how to protect themselves. A large body of health communication research finds that persuasive narratives motivate protective behaviors, such as intentions to vaccinate. In their seminal book on crisis narratives, Seeger and Sellnow (2016) theorized five narrative types: blame, renewal, victim, hero, and memorial. In this study, we tested how the public responds to crisis narratives about a hypothetical infectious disease crisis, modelled after narratives emerging from the 2014-2016 Ebola pandemic, through an online experiment with a U.S. adult sample (N = 1,050). Findings showcase which crisis narratives positively affect public protective behaviors as well as emotional responses, assessments of information credibility, and attributions of crisis responsibility.