Seeking a More Positive Discourse on Climate Change: Review of Emotional Appeals in Environmental and Climate Change Discourse

• In Event: Scholar to Scholar V

Abstract

Climate change communication frequently uses negative emotional appeals to motivate change in the public. This paper reviews examples of these appeals in environmental and climate change communication. Although these appeals may be successful in drawing attention to the issue, they are not as successful in encouraging individual behavior change. A proposed alternative strategy is the use of hope appeals that provide a positive vision of the future and motivate individuals to achieve this vision.

Author

• Amy Chadwick, Penn State University