Comics in public health: the sociocultural and cognitive influence of narrative on health behaviours

Abstract

In health communication, comics are an unlikely but viable channel. Through the psychological and cognitive effects of embodiment and narrative, the translation of lived experiences into stories can powerfully instruct. In this article I discuss comics as a crucial tool for public health communication, given their ability to reflect cultural norms and to resonate within specific social contexts. My discussion draws on theories of cognition, narratology, comic scholarship and the social cognitive theory of health. I also narrate an autography of two projects that use comics to educate underserved communities about diabetes management. In this article I suggest that comics should be used in public health to (1) value the audience as non-experts and (2) communicate narratives of lived experience. Both can positively impact health behaviours.