Image of Research

Mother Goose and Mother Nature: Using Storytelling to Improve Environmental Communication


I study how to improve environmental communication through storytelling. I conducted an experiment to measure audience responses to a series of animations that varied along different narrative dimensions (such as time and emotional tone). This image is a frame is from one animation where a man goes to the media about his company’s wasteful practices, resulting in him being fired but the company becoming more sustainable. This story encouraged the most positive environmental attitudes across political affiliations. This research can serve as templates for media, politicians, and activists to craft appealing storylines, especially for audiences normally hostile to environmental messages.