How proximity and trust of policy narrators motivate their audience

The effect of the narrator is understudied in the Narrative Policy Framework. We offer a systematic approach that details narrator definition, features (proximity to audience), and functions (audience trust). Informed by Construal Level Theory, we conducted an exploratory study (n = 2268) that assigned proximal to distal narrator features (“your friend,” “your doctor,” “the CDC,” and a control “someone”) and affixed narrators to visual messages about getting the COVID-19 vaccine. We investigated the extent to which proximity, trust, and congruence between narrator and narrative form predicts motivation to vaccinate. Narrator alone had no significant effect, but the proximal narrator paired with proximal characters in the policy message did have significant effects on motivation to vaccinate. Individual trust of distal narrators elicits affective responses, whereas individual trust of the proximal narrator is associated with motivation. These results suggest effects of narrator feature, characteristic, and function are dynamic and contextual.