Telling Stories, Saving Lives: Utilizing Narrative Persuasion to Dispel Myths and Increase Vaccine Uptake
- Annenberg School for Communication, Room 500
Seminar Series on Research Strategies to Increase Vaccine Uptake.
Attend in person or virtually (lunch provided for in-person attendees).
Join on Zoom: https://upenn.zoom.us/j/91515442779?pwd=akHDpj5OCn9PmeRTWFElReWgPnzpbU.1
Speaker:
Sheila Teresa Murphy, PhD
Professor of Communication, Annenberg School for Communication and Journalism, University of Southern California
Talk overview:
Dr. Sheila T. Murphy studies how individual, interpersonal, community, and cultural factors shape knowledge, attitudes, and practices, with a focus on tailoring messages for diverse audiences in the U.S. and globally. She is a leading expert on using narrative—rather than traditional didactic messaging—to shift beliefs and behaviors on topics including human trafficking, condom use, stereotyping, cancer screening, water conservation, and acceptance of marginalized groups. She has collaborated with numerous TV productions (e.g., Grey’s Anatomy, ER, Desperate Housewives, American Crime) to evaluate media impacts on viewers’ knowledge, attitudes, and behavior.
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