Seafood stories: the effect of video message type on U.S. support for sustainable aquaculture

ABSTRACT

Using two samples of U.S. adults (Study 1: N = 336; Study 2: N = 2329), this study features a messaging experiment utilizing a between-subjects design, with a no-message control group, to explore the impact of a narrative video, in comparison to an infographic video, on support for sustainable aquaculture. Results indicate that the infographic video type is more transporting than the narrative video, and that transportation influences support for aquaculture indirectly through emotional response, as well as risk and benefit perceptions; however, importantly, we also note that video content may have contributed to the observed differences. For an emerging issue like aquaculture with environmental and human health implications, strategic messaging, especially when accompanied by vivid images, may allow audiences to better engage with a complex and contentious topic.

KEYWORDS:

• Aquaculture
• narrative
• transportation
• risk
• emotion

Acknowledgements

This research was supported by the National Science Foundation award #1355457 to Maine EPSCoR at the University of Maine.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 Both studies also included a textual condition that featured the script of the infographic video, which is not included in this research. Readers can find the infographic video here: https://youtu.be/e2HqLOn7YU8 and the narrative video here: https://youtu.be/5cJLPOScNPw

2 We modified the narrative video in Study 2 based on results from Study 1 to provide better lighting and reduce noise associated with a working waterfront (e.g., foghorn blasts). We also reduced the length of the video by about a minute to make it more comparable to the infographic condition. Further, Chef Seaver also appears to smile more in the narrative video in Study 2, possibly making him seem more approachable. For further analysis of the narrative video in Study 2, please see Rickard et al. (2021).

3 Lower value indicates more frequent visit to coastal areas.

4 Lower value indicates more frequent visit to coastal areas.

Additional information

Funding

This research was supported by the National Science Foundation award #1355457 to Maine EPSCoR at the University of Maine.