Evaluating Mediated Perception of Narrative Health Messages: The Perception of Narrative Performance Scale

Abstract

Narrative media health messages have proven effective in preventing adolescents' substance use, but few measures exist to assess perceptions of them. Without such a measure it is difficult to evaluate the role these messages play in health promotion or to differentiate them from other message forms. In response to this need, a study was conducted to evaluate the Perception of Narrative Performance Scale that assesses perceptions of narrative health messages. A sample of 1,185 fifth graders in public schools at Phoenix, Arizona, completed a questionnaire rating of two videos presenting narrative substance use prevention messages. Confirmatory factor analyses were computed to identify the factor structure of the scale. Consistent with prior studies, results suggest a three-factor structure for the Perception of Narrative Performance Scale: interest, realism, and identification (with characters). In addition, a path analysis was performed to test the predictive power of the scale. The analysis shows that the scale proves useful in predicting intent to use substances. Finally, practical implications and limitations are discussed.

ACKNOWLEDGEMENTS

This research was supported by Grant Number (RO1 DA005629) from the National Institute on Drug Abuse to The Pennsylvania State University (Grant Recipient), Michael Hecht, Principal Investigator. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the National Institutes of Health. Also, the authors express appreciation to Dr. Andrew Hayes and the anonymous reviewers for their valuable comments.

Notes