Participative videos concerning climate change: The interplay between media experience, perceived effectiveness knowledge, attitudes, and behavioral intentions changes

Abstract

Recent studies have shown that nearly all humans believe in the reality of climate change and its effects, and people engage with climate issues in diverse ways, including watching videos about how to mitigate those effects. However, research results have demonstrated that negative emotional videos are less effective on citizen engagement than they once were. Based on these findings, we developed five participative videos that a panel of 150 social media users evaluated. This chapter explores this evaluation, in terms of the perception of the media experience, the perceived effectiveness of the videos, and possible changes the videos have induced in behavioral intentions. Drawing from studies on media effects and digital climate communication (Doyle, 2020; Lee et al., 2020; Ojala & Lakey, 2017; Shaw et al., 2019; Macnamara, 2018; Coffman, 2002; FrenettRecent studies have shown that nearly all humans believe in the reality of climate change and its effects, and people engage with climate issues in diverse ways, including watching videos about how to mitigate those effects. However, research results have demonstrated that negative emotional videos are less effective on citizen engagement than they once were. Based on these findings, we developed five participative videos that a panel of 150 social media users evaluated. This chapter explores this evaluation, in terms of the perception of the media experience, the perceived effectiveness of the videos, and possible changes the videos have induced in behavioral intentions. Drawing from studies on media effects and digital climate communication (Doyle, 2020; Lee et al., 2020; Ojala & Lakey, 2017; Shaw et al., 2019; Macnamara, 2018; Coffman, 2002; Frenette, 2009), we investigate how these experiential factors influence attitudes and representations of climate change issues. Findings suggest that a more positively evaluated media experience is correlated with a greater reported sense of the effectiveness of the videos and measured changes in knowledge, attitudes, and behavioral intentions. However, correlations are uneven, and do not exempt campaign designers from the need to collect updated indicators about their audience.e, 2009), we investigate how these experiential factors influence attitudes and representations of climate change issues. Findings suggest that a more positively evaluated media experience is correlated with a greater reported sense of the effectiveness of the videos and measured changes in knowledge, attitudes, and behavioral intentions. However, correlations are uneven, and do not exempt campaign designers from the need to collect updated indicators about their audience