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Personal Stories Can Shift Climate Change Beliefs and Risk Perceptions: The Mediating Role of Emotion
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2020
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Source: Communication Reports, 33(3), 121-135
[PDF-275.19 KB]
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Journal Title:Communication Reports
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Personal Author:
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NOAA Program & Office:
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Description: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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Source:Communication Reports, 33(3), 121-135
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Rights Information:Accepted Manuscript
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