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剪影视频可以增加慈善捐款:来自英国的实验证据
Ganga Shreedhar1, Anandita Sabherwal1,2, Ricardo Maldonado1,3
1Department of Psychological and Behavioural Sciences, London School of Economics and Political Science, London, United Kingdom.
Frontiers in psychology
|February 5, 2024
概括
气候小说 (cli-fi) 故事可以激发亲环保行动,特别是在视频格式. 科学气候信息有效地促进了政策支持和个人行动意图,显示了不同的沟通途径.
科学领域:
- 环境心理学 环境心理学
- 沟通研究 沟通研究
- 关于气候变化的沟通
背景情况:
- 新兴研究探讨了气候小说 (cli-fi) 的潜力,通过影响情绪,态度和意图来增加支持支持气候倡议的支持.
- 很少有研究检查了cli-fi对揭示行为的影响或不同媒体格式 (文本,音频,视听) 如何影响结果.
研究的目的:
- 调查悬疑故事及其传播媒介对气候政策支持,行动意图和慈善捐款的因果关系.
- 为了比较Cli-fi在文本,音频和视听格式中的有效性,与科学信息和控制叙述进行比较.
主要方法:
- 这是一项预先注册的在线实验,其中1,085名英国成年人被随机分配到五个条件:科学信息,对照故事,cli-fi文本,cli-fi音频或cli-fi视频.
- 衡量了对气候政策的自我报告支持,个人和集体行动意图,以及公开的慈善捐款.
主要成果:
- 科学信息导致对气候政策和个人行动的支持更高,与负面情绪一起,与cli-fi文本和控制相比.
- 剪影视频在增加支持环境的慈善捐款和培养幸福和希望等积极情绪方面最有效.
- 短片故事并不普遍比科学信息更有效,不同的格式产生不同的效果.
结论:
- 科学气候信息和cli-fi都是气候传播的有价值工具,为行为和政策变化提供了不同的途径.
- 视频格式的cli-fi可以吸引人,以激发个人亲环境行动.
- 传播科学气候信息可能更有利于加强公众对社会变化和气候政策的支持.
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