Communicating complex ocean issues: How strategically framed messages affect awareness and motivation when conveyed using narrative vs. expository language

Abstract

Abstract Considering the nascent stage of marine conservation communication, little is understood about how best to communicate complex issues, such as ocean acidification (OA), that are remote and invisible. Despite accumulating evidence of OA’s adverse effects on marine ecosystems and biota and subsequent consequences for human societies, it remains obscure to a majority of the public. This study compared two language styles (narrative and expository) to determine which was more effective for communicating OA to diverse audiences. The two language styles were scripted and presented in YouTube videos, with identical visuals, message contents and message frames identified as potentially effective for environmental and marine conservation communication. In an online experiment, 183 respondents were randomly assigned to view one of three videos (narrative, expository, control). Although the literature suggested the value of narrative‐based conservation communication, findings suggest that expository language was comparably effective for increasing awareness and motivation. Nevertheless, there were some indications that story‐like narratives may better enhance motivation. This study also strengthens the argument for careful selection of frames to enhance the effectiveness of marine conservation communication.