Study title

Content and aims of the research project The general aim of the project is to investigate the influence of the media on health-related attitudes and behaviors. In this study, the effect of media health communication will not be investigated by means of the usual scary messages but by means of positive, motivating media content. Various experiments will be carried out for this purpose. In laboratory studies, the effects of positive emotionalization, the significance of media characters, and narrative presentation formats on health-related attitudes and behavior will be investigated. A subsequent long-term study will take a closer look at the effect of parasocial relationships with media characters. The findings of the laboratory studies will lead to a representative population survey in Switzerland on the influence of media use on health-related attitudes and behaviors. Scientific and social context Maintaining and improving the well-being of the Swiss is one of the main objectives of the Swiss healthcare system. Although the Swiss are comparatively well off, the general promotion of prevention, stabilization, and further improvement of the healthcare system plays an important role on the political agenda. Media health communication plays an essential role in supporting these goals. Current research on media health communication often focuses on the effect of rather "negative," frightening media messages. Supportive, positive-motivating types of health communication have rarely been researched to date. The impact of health communication in addition to traditional health campaigns (e.g., entertainment formats and documentaries) has also been the subject of too little empirical research.