Journal
COMMUNICATION REPORTS
Volume 33, Issue 3, Pages 121-135Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/08934215.2020.1799049
Keywords
Anecdotes; Climate Change; Emotions; Experiment; Storytelling
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Funding
- John D. and Catherine T. MacArthur Foundation
- 11th Hour Project
- Heising-Simons Foundation
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Sharing personal stories of how climate change is already harming people is a promising communication strategy to engage diverse and even skeptical audiences. Using two experiments, we test the effects of a radio story on the climate change beliefs and risk perceptions of political moderates and conservatives. The radio story, which aired on hundreds of stations across the U.S., is a North Carolina sportsman's personal account of how climate change has already affected the places he loves. Both experiments found positive effects on global warming beliefs and risk perceptions. Additionally, Study 2 found these effects were mediated by emotional reactions of worry and compassion. These studies suggest personal stories can be a persuasive communication strategy.
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