Identification

Two Types of Identification

Scholars have described two types of identification. Similar identification (or simply labeled “identification”) occurs when an individual perceives him or herself to be similar to a character in some way. For example, the character may look similar to the viewer or face similar problems in their daily lives. Individuals identify with characters perceived as similar because they expect that others who are similar to themselves will provide rewarding interactions. Therefore, if viewers perceive themselves as similar to a spokesperson for a health campaign, they may be more likely to enact the suggested behaviors.

Wishful identification, on the other hand, entails identifying with characters one wishes he or she could be like. Media provide vicarious experiences in which individuals can experience things they never could in real life or can try on alternate identities. As a result, viewers may identify with characters whom they wish they could be, instead of those who are similar to themselves. During this process, viewers pinpoint important attributes of a character they feel they are lacking in order to experience what life might be like if they did possess those attributes. For example, women have been found to engage in wishful identification with thin celebrities, leading to eating disorders in order to try to achieve their desired bodies.

Identification with characters can result in cognitive, affective, or behavioral changes in the audience. Cognitive outcomes of identification include taking the perspective of the character during viewing. When individuals attempt to see things from the character's point of view, they may think how the character would respond to various situations. On the other hand, through identification viewers can become emotionally involved in a character's life, leading to similar feelings as the character during viewing. If the [Page 686]character has a bad day, those who strongly identify with the character might also have a bad day. Finally, part of identification is behaving in ways similar to the character. Identification can extend outside the viewing experience as individuals post comments on fan sites or alter their behavior in order to be more in line with the character.

One area through which identification becomes an important concept for health communication is research regarding narrative persuasion or entertainment–education. Often television shows will embed health messages in narratives in order to pass the information to the audience in an entertaining manner. When audience members identify with characters involved in the health story lines, they can have positive health outcomes. Narrative persuasion or entertainment–education has been found to be effective in developing countries where public health information is not readily available. By listening to radio programs or viewing television shows dealing with sensitive health topics, audience members can learn healthy behaviors. In this way, identification serves as the mechanism or mediator through which health communication can have effects. It is not just by hearing or watching the program, but the adoption of the character's perspective that leads to the health benefits.

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