Exercise

Exercise Messages: Tailoring, Framing, and Narratives

A considerable number of studies conclude that exercise-promoting messages are most effective when tailored to individual interests, attitudes, and behaviors. By tailoring messages to attitudes and beliefs, exercise-promoting messages can specifically address an individual's perceived barriers and the benefits of physical activity. Individuals' intentions to exercise are often modified by the belief that they have control over the health outcomes. This perceived control provides a sense of empowerment, resulting in a high probability that individuals will engage in physical activity.

Message framing is another way communication promotes positive attitudes and beliefs about physical activity. Gain frame messages convey what an individual will acquire or accomplish as a result of enacting certain behaviors. For instance, exercise gain frames emphasis the increase in energy and confidence and improved appearance as a result of physical activity. Studies of interpersonal and popular media show that physical activity interventions are associated with gain frames due to their capacity to influence attitudes and beliefs. The success of exercise gain frames also applies to the use of technical equipment such as pedometers, heart rate monitors, and bike milometers. Studies note that these devices stimulate exercise behaviors because they emphasis the accomplishment, or in other words, the gains of physical activity.

Additionally, health communication scholars have investigated the use of narratives as an effective way of influencing and promoting physical activity. Through the use of concrete imagery, vivid detail, and gain framing, narratives provide identification. As individuals identify with an exercise-promoting narrative, they begin to reevaluate their attitudes about what is possible to accomplish as a result of exercise. Insofar that identification is tailored to the individual's traits, behaviors, and beliefs, narratives have been correlated to increased physical activity behaviors.

Social environments also influence physical activity interventions. Numerous studies have noted that permanent changes in physical activity are highlighted by social environments that provide supportive and encouraging relationships. This is one reason rehabilitation centers, group fitness classes, and exercise groups are effective environments for physical activity behavior change. These environments foster social interaction in a way that motivates individuals through support, accountability, and knowledge rather than strenuous obligation. Exercising in a social group has been found to increase one's knowledge about his or her strengths and limitations, and also provide solutions to barriers. Consequently, group fitness environments promote self-efficacy, which research notes as a cornerstone to maintaining a long-term exercise routine.

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