Can Empathy Offset Low Bystander Efficacy? Effectiveness of Domestic Violence Prevention Narratives in India.

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ID: 65274
2019
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Abstract
Domestic violence stems from deeply rooted patriarchal norms and directly conflicts with humanitarian standards. Given that this issue impacts women across the world, many countries have initiated campaigns to heighten awareness and fight this epidemic. Based on Social Cognitive Theory (SCT), we explored whether narrative health messages might prompt bystanders to intervene (e.g., calling a helpline number) when they encounter domestic violence. Using a sample of participants from India, we found that narratives had a stronger impact on attitude toward the ad and reporting intention than non-narratives and such effects were mediated by feelings of empathy. More importantly, the mediating effects of empathy were significantly greater when bystander efficacy was low rather than high.
Reference Key
muralidharan2019canhealth Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Muralidharan, Sidharth;Kim, Eunjin Anna;
Journal Health Communication
Year 2019
DOI
10.1080/10410236.2019.1623645
URL
Keywords
Breast cancer eppm mobile social media prevention information

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