Narratives in Public Communication

This volume explores the applications of narrative and storytelling in corporate, public health, and political communications, and its implications for those fields. Using diverse research methods including surveys, experiments, case studies, and content analyses, an international team of authors first explore conceptual and theoretical issues of narrative persuasion, then examine the impact and application of narratives in science communication, political advertising, corporate communication, and social movement before discussing the use of stories in community building, identity construction, and civic engagement. This timely volume will be of interest to academics, researchers, and graduate students who are interested in narratives and communications, within the areas of public relations, public communication, organizational communication, strategic communication, risk and crisis communication, and political communication.

Fuyuan Shen is professor of communication at Pennsylvania State University Heidi Hatfield Edwards is professor of communication at Florida Institute of Technology

List of Tables About the contributors Preface Chapter 1. Narratives in public communication: An introduction Chapter 2. Correcting Anti-Vaccine Misinformation with Storytelling: The Effects of Narratives and Correction Placement Chapter 3. Are repeated stories a good strategy? Focusing on narrative persuasion in digital political communication Chapter 4. The effects and implications of consuming multiple science narratives on different types of audience engagement Chapter 5. Persuasive Mechanisms and Effects of Narrative Video Political Ads from the 2018 U.S. Midterm Elections on Voter Attitudes Chapter 6. Effects of narrative-based corporate message and sponsorship disclosure in native CSR advertising Chapter 7. Understanding crisis narratives with large-scale Twitter data: The role of celebrity and emotions in the virality of #MeToo social media activism messages Chapter 8. The Co-Creation of a Collective Identity through Narrativized Sisterhood in a Women's Political Training Program Chapter 9. The re-enchantment of narratives in disaster risk communication: Developing a storytelling framework with '5C' principles Chapter 10. Constructing the pipeline fight metanarrative: Micromobilizations, participation, and environmental advocacy Chapter 11. Once upon a time...a story of narratives in public communication