Semester of Graduation

August 2021

Degree

Master of Mass Communication (MMC)

Department

Manship School of Mass Communication

Document Type

Thesis

Abstract

This study utilizes narrative persuasion theory to investigate the effect of narrative and argument appeals when communicating about Obsessive-Compulsive Disorder (OCD) to the public. This study tested stigma and recognition of OCD with a 2x2 factorial between-subject design using advertisement types and gender as the independent variables. Findings showed that communication type and gender do not affect OCD recognition. However, a univariate ANCOVA analysis, when controlling for empathy and OCD experience. The results revealed that gender and ad type did affect OCD stigma. Also, women showed lower stigma scores for social restrictiveness when seeing the narrative appeal when contrasted with the argument appeal. Men, contrarily, showed lower stigma scores after seeing the argument appeal. This research has practical implications for mental health communicators and advertisers in communicating OCD to lower stigma among the public.

Committee Chair

Heo, Jun

Available for download on Monday, July 08, 2024

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