How Effective Are Concrete and Abstract Climate Change Images? The Moderating Role of Construal Level in Climate Change Visual Communication. Issue 3 (June 2021)

• Record Type: Journal Article
• Authors: Duan, Ran; Takahashi, Bruno; Zwickle, Adam
• Is Part Of: Science communication. Volume 43:Issue 3(2021)
• Page Start: 358
• Page End: 387
• Publication Date: 2021-06
• Subjects: climate change -- construal-level theory -- imagery -- visual communication; Social sciences -- Periodicals; Knowledge, Sociology of -- Periodicals; Communication in science -- Periodicals; Communication of technical information -- Periodicals; Communication in medicine -- Periodicals; Information scientifique -- Périodiques; Information technique -- Périodiques; Communication en sciences sociales -- Périodiques; Communication en médecine -- Périodiques; 300.14
• DOI: 10.1177/10755470211008192
• Languages: English
• ISSNs: 1075-5470

Abstract

Relying on construal-level theory, we experimentally test how the level of concreteness and abstraction of climate change imagery affects climate change responses among a diverse sample of U.S. adults ( N = 448). Results show that concrete visual messaging practices cannot directly lead to increased level of concern or behavioral intentions. Instead, they may backfire for conservatives, less-efficacious people, and people who are low in proenvironmental values. Our findings contribute to the effective climate change visual communication literature by incorporating a construal-level perspective, while also offering practical implications regarding how to use visuals more effectively to engage the public with climate change.