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2. Seafood stories: the effect of video message type on U.S. support for sustainable aquaculture
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Format:
- Journal article
- Publication Date:
- 2021-06-17
- Published:
- United States: Taylor & Francis
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12203
- Journal Title:
- Journal of Applied Communication Research
- Journal Title Details:
- Volume 49, 2021
- Notes:
- Using two samples of U.S. adults (Study 1: N = 336; Study 2: N = 2329), this study features a messaging experiment utilizing a between-subjects design, with a no-message control group, to explore the impact of a narrative video, in comparison to an infographic video, on support for sustainable aquaculture. Results indicate that the infographic video type is more transporting than the narrative video, and that transportation influences support for aquaculture indirectly through emotional response, as well as risk and benefit perceptions; however, importantly, we also note that video content may have contributed to the observed differences. For an emerging issue like aquaculture with environmental and human health implications, strategic messaging, especially when accompanied by vivid images, may allow audiences to better engage with a complex and contentious topic.