To pause with a cliffhanger or a temporary closure? The differential impact of serial vs. episodic narratives on children's physical activity behaviors

Authors: LU, AMY - Northeastern University; SOUSA, CAIO - Northeastern University; GREEN, MELANIE - University At Buffalo; HWANG, JUNGYUN - University Of Florida; Thompson, Deborah - Debbe; BARANOWSKI, TOM - Children'S Nutrition Research Center (CNRC)

Submitted to: Meeting Abstract
Publication Type: Abstract Only
Publication Acceptance Date: 4/15/2022
Publication Date: 5/30/2022
Citation: Lu, A.S., Sousa, C.V., Green, M., Hwang, J., Thompson, D.J., Baranowski, T. 2022. To pause with a cliffhanger or a temporary closure? The differential impact of serial vs. episodic narratives on children's physical activity behaviors [abstract]. 72nd Annual International Communication Association (ICA) Conference. May 26-30, 2022; Paris, France. Oral Presentation.

Interpretive Summary:

Technical Abstract: Narratives, or stories, are pervasive across multiple media platforms and have been found to influence health behaviors such as physical activities through active video games. Most of the existing narrative research, however, has focused on the incorporation of narratives as an independent variable. However, different narrative presentation formats have seldom been compared to explore their differential effect on physical activity motivation. Our objective was to investigate the effects of narrative presentation formats (serial or episodic) on children's narrative immersion, physical activity intention, as well as physical activity behaviors. Children ages 8-12 years old (N=44) were randomly assigned to watch a 12-episode animation series designed for an existing active video game in which the story plot was delivered either in a thread-up way (serial) or in a piecemeal style (episodic). Children's narrative immersion, physical activity intention, as well as physical activity behaviors were then assessed. Controlling for social desirability, we found that children who watched the serial narrative had significantly more MVPA during multiple visits over three weeks. This finding was corroborated by both wrist- and hip-worn research-grade accelerometers. On the other hand, we did not detect any difference regarding the narrative immersion and physical activity intention via self-reports. Serial narratives can result in more MVPA than episodic narratives. Future health narrative designers should identify optimal creative strategies in plot design to encourage all types of children to participate in PA with engaging stories to maximize the narrative's behavioral potentials.