The Role of Emotions in Cultural Transformation
The Use of Stories Against Domestic Violence
DOI:
https://doi.org/10.17421/2498-9746-12-27Keywords:
Emotions, Narrative, Domestic violence, Appraisal, Narrative empathy, Cultural transformationAbstract
Some contemporary public debate topics are characterized by a particularly intense emotional narrative. This article analyses the role of emotions in cultural transformation, with particular reference to advertising campaigns against domestic violence. Drawing on Magda Arnold's theoretical framework on emotional appraisal and Suzanne Keen's concept of narrative empathy, it proposes an analysis of three TV ads by British non-profit organizations (2018-2025). The aim is to examine how narrative structure guides the emotional appraisal of viewers and how the emotions elicited contribute, or fail to contribute, to a deep cultural transformation. The findings suggest that these campaigns tend to elicit negative emotions to raise awareness, without however aspiring to a cultural transformation grounded in positive values.
