When Are Loss Frames More Effective in Climate Change Communication? An Application of Fear Appeal Theory

Dynamic Fear in Fear Appeals: Applying Fear Appeals to Environmental Communication in China

This study investigates the role of dynamic fear in the effectiveness of communicating health threats (i.e. fear appeals) of ground-level ozone among Chinese citizens. An online survey revealed that fear appeal messages effectively enhance the audience's risk perceptions, efficacy beliefs, and acceptance of the message. Crucially, dynamic fear reduction process positively predicts engagement in protective behaviors (i.e. danger control process) and negatively predicts engagement in fear control processes, such as message denial. Presenting severity before susceptibility resulted in a more positive attitude toward the message recommendation. These findings highlight that communicating health-threats about climate pollution is effective in raising awareness and motivating protective behaviors. Furthermore, our study underscores the importance of dynamic fear, specifically fear reduction, in increasing fear appeals' effectiveness in communicating climate issues from a health perspective.

Unraveling the relationship between audience engagement and audiovisual characteristics of automotive green advertising on Chinese TikTok (Douyin)

As video platforms such as Douyin, also known as TikTok's Chinese version, continue to grow, there is an increasing interest in the study of green advertising videos to understand their audiovisual features and their impact on audience engagement. In this research, we specifically focus on green advertising within the automotive industry. Drawing on literature from sustainability, green advertising, and communication studies, we identified seven audiovisual aspects and three persuasive strategies pertinent to green automotive advertising videos. Utilizing a mixed-methods video analysis framework, we analyzed a dataset of 2,553 green automotive advertising videos on Douyin over three years from 15 June 2020 to 15 June 2023. These videos exhibited higher loudness, a faster pace, and longer durations compared to their non-green counterparts. We categorized three distinct types of green advertising videos on Douyin and established that specific audiovisual features and persuasive strategies are significantly correlated with audience engagement levels. This study not only delineates the audiovisual characteristics of green automotive advertising in China's digital space but also contributes to the broader discourse on sustainable marketing practices on social networks like TikTok. The findings extend image-centric research to video content and provide marketers with data-driven insights for crafting effective content creation strategies on Douyin.

Hopium or empowering hope? A meta-analysis of hope and climate engagement

Researchers are increasingly examining whether hope can motivate action on climate change, or conversely, whether it might demotivate such action. We present a meta-analysis (k = 46) of quantitative studies examining the relationships between measures and manipulations of hope with climate engagement. On average, measured hope was associated with greater climate engagement (r = 0.18); however, this effect differed based on the target of hope. Hope regarding the possibility of respondents taking action was particularly strongly associated with greater engagement (r = 0.40), while in contrast, hope grounded in climate change not being a problem was associated with less engagement (r = -0.40). Hope in response to climate change generally, and domain-general hope, were only weakly associated with greater engagement (rs = 0.13, 0.20). On average, hope manipulations fostered increased engagement, though the increase was small (Cohen's d = 0.08). Subgroup analyses suggested two promising types of hope manipulations warranting future research: personal efficacy (k = 2, d = 0.18) and in-depth (k = 2, d = 0.49). In contrast, messages suggesting societal efficacy (i.e., providing a sense of possibility that climate change could be addressed) did not significantly or substantially boost (nor discourage) engagement (d = 0.05), and status quo-framed messages (i.e., messages highlighting that environmental conditions could stay the same if climate action is taken) had a marginally significant negative effect on engagement (d = -0.18). After excluding a single outlier, the extent to which manipulations increased hope were not correlated with increases in climate engagement, suggesting the possibility that hope might be incidental to the success of some manipulations rather than a necessary component for promoting engagement. Overall, our meta-analysis does not suggest that increasing hope decreases climate engagement, with the possible exceptions of denial hope and status quo framed messages. Conversely, however, results provide partial yet inconclusive evidence for the hypothesis that increasing hope increases climate engagement. Given the existing published literature, we argue that future researchers should consider study designs that align with theoretical perspectives on how hope promotes climate engagement (e.g., longitudinal designs) and also consider directly assessing populations of interest (e.g., climate activists).