Narrative persuasion and psychological distance: Analyzing the effectiveness of distance-framed narratives in communicating ocean plastic pollution.

Abstract

Narratives have been identified as an effective tool to communicate seemingly abstract and uncertain risks. This study integrates the construal level theory of psychological distance and narrative persuasion to examine how distance-framed narratives influence young adults' attitude, behavioral intention, and policy support related to ocean plastic pollution. Results from an experimental survey (N=889) indicate that the narrative featuring socially close characters and spatially close location is least effective in producing persuasive effects. Instead, the narrative depicting socially close characters' encounters at a spatially distant location is more persuasive. Within narrative conditions, the findings support the mediating role of identification and transportation in facilitating narrative effects. Serial mediation of identification/transportation and psychological distance perception was also observed. Findings from this study offer meaningful theoretical and practical implications for strategic communication on ocean plastic pollution.