Visualizing Climate Change: The Role of Construal Level, Emotional Valence, and Visual Literacy

Abstract

This study examines how the level of concreteness and abstraction of climate change imagery influences people’s responses via emotional valence, and how such effect is moderated by people’s visual literacy. Findings show that concrete images promote negative feelings, which subsequently reduce people’s perceived distance to climate change, encourage concern and behavioral intention. Less visually literate people are more influenced by the visuals’ effect and are more motivated by concrete images. Our study integrates theoretical perspectives from construal level, emotional valence and visual literacy, while also offering practical advice regarding how to effectively visualize climate change to engage a wide audience.