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Infotainment May Increase Engagement with Science but It Can Decrease Perceptions of Seriousness

Author

Listed:
  • Lloyd S. Davis

    (Department of Science Communication, University of Otago, Dunedin 9054, New Zealand)

  • Bienvenido León

    (School of Communication, University of Navarra, 31009 Pamplona, Spain)

  • Michael J. Bourk

    (Mass Communication and Media Department, Gulf University for Science and Technology, Mubarak Al-Abdullah Area, West Mishref, Kuwait City 32093, Kuwait)

  • Lei Zhu

    (Department of Science Communication, University of Otago, Dunedin 9054, New Zealand)

  • Wiebke Finkler

    (Department of Marketing, University of Otago, Dunedin 9054, New Zealand)

Abstract

We presented 867 participants with one of two videos about climate change that differed only in terms of whether they had an infotainment or expository narration. They were available in either English or Spanish. The participants consisted of two distinct clusters: one in which all were over 30 with a university degree, and another dominated by younger participants without a university degree. The infotainment version produced a significantly reduced perception of the seriousness of climate change for the planet in the latter cluster. Furthermore, viewers of the English versions, who were predominantly residents in countries with low-context cultures, perceived the risk of climate change for the planet to be significantly higher after watching the video with the expository narration. Using infotainment for science communication is a two-edged sword: while it may help engagement, making light of a topic can reduce perceptions about its seriousness. We suggest that the use of infotainment should be determined by the aims of the communicators and the nature of the target audience. If the purpose is simply to convey information, then infotainment is likely to be the most effective and it has the additional benefit of engaging recipients that lack a university education. However, if the purpose is to affect attitudes and persuade an audience, then an expository narration is likely to be most effective.

Suggested Citation

  • Lloyd S. Davis & Bienvenido León & Michael J. Bourk & Lei Zhu & Wiebke Finkler, 2022. "Infotainment May Increase Engagement with Science but It Can Decrease Perceptions of Seriousness," Sustainability, MDPI, vol. 14(17), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:17:p:10659-:d:898771
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    References listed on IDEAS

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    1. Wim Kellens & Ruud Zaalberg & Tijs Neutens & Wouter Vanneuville & Philippe De Maeyer, 2011. "An Analysis of the Public Perception of Flood Risk on the Belgian Coast," Risk Analysis, John Wiley & Sons, vol. 31(7), pages 1055-1068, July.
    2. Frondel, Manuel & Simora, Michael & Sommer, Stephan, 2017. "Risk Perception of Climate Change: Empirical Evidence for Germany," Ecological Economics, Elsevier, vol. 137(C), pages 173-183.
    3. Emilio Chuvieco & Mario Burgui-Burgui & Anabel Orellano & Gonzalo Otón & Paloma Ruíz-Benito, 2021. "Links between Climate Change Knowledge, Perception and Action: Impacts on Personal Carbon Footprint," Sustainability, MDPI, vol. 13(14), pages 1-19, July.
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