Is seeing believing? Comparing the influence of textual and visual policy narratives on public opinion

Abstract

AbstractScholars have used the Narrative Policy Framework (NPF) to explain public opinion on a variety of policy issues and across venues. Recent work in the NPF has expanded the application of the framework beyond textual formats to accommodate policy narratives that are visual in nature. This article asks whether individuals respond differently to visual versus text‐based narratives. The research argues that visuals are more easily understood, dramatic, and memorable than text, suggesting that visual narratives may have a greater influence on policy attitudes. I explore these possibilities using Twitter narratives related to the Dakota Access Pipeline in the United States. Exposure to visual narratives significantly increased perception of issue importance, but contrary to expectations, visual narratives were no more effective at enhancing information recall, shifting attitudes, and encouraging activism than textual narratives. The article discusses possible reasons for these findings, the implications for narrative persuasion, and suggestions for future avenues of research.Related ArticlesChang, Katherine T., and Elizabeth A. Koebele. 2020. “What Drives Coalitions' Narrative Strategy? Exploring Policy Narratives around School Choice.” Politics & Policy 48(4): 618–57. https://doi.org/10.1111/polp.12367.Crow, Deserai A., Lydia A. Lawhon, John Berggren, Juhi Huda, Elizabeth Koebele, and Adrianne Kroepsch. 2017. “A Narrative Policy Framework Analysis of Wildfire Policy Discussions in Two Colorado Communities.” Politics & Policy 45(4): 626–56. https://doi.org/10.1111/polp.12207.Shanahan, Elizabeth A., Mark K. McBeth, and Paul L. Hathaway. 2011. “Narrative Policy Framework: The Influence of Media Policy Narrative on Public Opinion.” Politics & Policy 39(3): 373–400. https://doi.org/10.1111/j.1747‐1346.2011.00295.x.