Generation of Sympathy by Narrative as a Communication Act: Narrative of Asparagus Introduction Process in Mogami-machi Town, Yamataga

Abstract

As narrative has a function of promoting sympathy, local area promotion which cares for residents’ feelings needs narrative presentation to consumers. This study aims to empirically show the sympathy-promoting function of narrative by narrative presentation experiment for consumers.

A narrative presentation experiment, which uses the narrative of asparagus introduction process in Mogami-machi town in Yamagata, is conducted. Subjects are divided into two groups. Each group is presented narrative by different presentation method, “text presentation” which places emphasis on narrative content or “storytelling” which places emphasis on communication. Although appropriate price of Asparagus in Mogami-machi town increases in both text presentation and storytelling, the difference of increase procedure is confirmed. It is also shown that willingness to meet models in the narrative is increased in storytelling, especially for those who have interested in communication aspect of narrative. The result suggests that subjects sympathized with persons in the narrative.