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Exploiting deliberate metaphor for co-creation
| Topic and scope | In this study we examine how deliberate metaphor can be used for co-creation of health campaigns. By prompting an audience to make a metaphor and thus co-creating it with the audience, a health campaign can stimulate deliberate metaphorical thinking by the audience and get them to talk about a certain health topic in innovative, playful and challenging ways which increase involvement, understanding and may promote attitude change. |
| Duration | June 2016 – June 2021 |
| Research question | This project deals with the question how deliberate metaphor can be used for co-creation in health campaigns. |
| Method | The RQ is tackled by means of a variety of research methods: (1) corpus analysis of a corpus of co-created metaphorical and non-metaphorical slogans, (2) experimental research and (3) interviews. |
| Status | The first study is currently published in Health Communication. The papers of the second and third studies are in preparation. |
| Researcher and supervisors | Researcher: Romy van den Heerik
Supervisors: Gerard Steen, Lisa Sparks (Chapman University), Christian Burgers and Charlotte van Hooijdonk (Vrije Universiteit Amsterdam) |
| Funding | Extramural PhD project |