The full story: Understanding how films affect environmental change through the lens of narrative persuasion

Abstract

1. Researchers in conservation fields have recently highlighted the potential for visual storytelling to convey environmental messages to large audiences. However, an effective model for how such narratives can produce environmental outcomes, such as human-nature connection and pro-environmental behaviour (PEB), has not yet been developed.2. Substantial evidence now suggests that narrative is an effective means of changing beliefs, attitudes and behaviours. This effect is demonstrated in diverse disciplines and understood within the theoretical frameworks of narrative persuasion.3. We propose a conceptual framework for understanding the impacts of environmental films on environmental behaviours, and connection with nature. Linking insights from the narrative persuasion field with those of conservation psychology, we identify three promising pathways through which environmental films might influence their audiences: (a) reduced resistance to environmental messages, (b) interactions with audience identity and (c) meaningful media experiences.4. This analysis raises key questions and illuminates priority areas for future research, with an aim to complement and extend existing calls to better appreciate the role of film in addressing environmental problems. Research moving forward should focus on understanding the role environmental films can play in connecting people with nature, promoting PEB and the relationship between the two. Specifically, more attention should be paid to the role of deictic shift in encouraging environmental outcomes, the relation between audiences and characters and the power for film to support self-expansion.

Effects of self-objectification on viewers’ narrative engagement.

“…In line with Bandura’s social learning theory, identification may result in modeling others’ positive behavior such as exercising or volunteering, even if the model is a mediated character (Bandura, 2001). Moreover, identification with narrative characters may be used as a mechanism of persuading audience members to adopt certain attitudes, for example, attitudes about the environment (McCormack et al, 2021) or teen pregnancy (Moyer-Guse & Nabi, 2010), which may potentially result in behavioral changes. Lastly, identification with an entertainment media narrative character allows for identity play, temporarily expanding the boundaries of the self (Slater et al, 2014).…”

The implications of digital visual media for human–nature relationships

“…Correspondingly, McCormack et al. (2021) draw on insights from social psychology to propose a framework for studying and enhancing the ‘narrative persuasion’ of environmental films, with the aim of improving their effectiveness in inspiring pro‐environmental behaviours.…”

Dead in the water: Mortality messaging in water crisis communication and implications for pro‐environmental outcomes

“…Pro‐environmental communication efforts have been largely information‐focused, communicating climate‐relevant facts to change behaviour (Mildenberger et al, 2013; Rademaekers & Johnson‐Sheehan, 2014). However, humans are not simply rational machines: we make decisions based on more than information alone; we are influenced by emotions, values, worldviews and social roles (Davidson & Kecinski, 2021; de Groot & Thøgersen, 2018; McCormack et al, 2021; Rademaekers & Johnson‐Sheehan, 2014; Reynolds‐Tylus et al, 2019; Steg et al, 2014; Vesely et al, 2021; Vestergren et al, 2018). ‘Wicked’ environmental and water problems are complex and require more than facts to generate pro‐environmental behaviour and decisions (McCormack et al, 2021; Powell et al, 2017).…”

“…However, humans are not simply rational machines: we make decisions based on more than information alone; we are influenced by emotions, values, worldviews and social roles (Davidson & Kecinski, 2021; de Groot & Thøgersen, 2018; McCormack et al, 2021; Rademaekers & Johnson‐Sheehan, 2014; Reynolds‐Tylus et al, 2019; Steg et al, 2014; Vesely et al, 2021; Vestergren et al, 2018). ‘Wicked’ environmental and water problems are complex and require more than facts to generate pro‐environmental behaviour and decisions (McCormack et al, 2021; Powell et al, 2017). Messaging must match audiences' values, worldview or identity, using frames that help the public and/or decision‐makers connect with the message (Greenaway & Fielding, 2020; Ma & Hmielowski, 2021; Rademaekers & Johnson‐Sheehan, 2014; Vesely et al, 2021).…”