Infotainment May Increase Engagement with Science but It Can Decrease Perceptions of Seriousness

Lloyd S. Davis (), Bienvenido León, Michael J. Bourk, Lei Zhu and Wiebke Finkler
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Lloyd S. Davis: Department of Science Communication, University of Otago, Dunedin 9054, New Zealand
Bienvenido León: School of Communication, University of Navarra, 31009 Pamplona, Spain
Michael J. Bourk: Mass Communication and Media Department, Gulf University for Science and Technology, Mubarak Al-Abdullah Area, West Mishref, Kuwait City 32093, Kuwait
Lei Zhu: Department of Science Communication, University of Otago, Dunedin 9054, New Zealand
Wiebke Finkler: Department of Marketing, University of Otago, Dunedin 9054, New Zealand

Sustainability, 2022, vol. 14, issue 17, 1-17

Abstract: We presented 867 participants with one of two videos about climate change that differed only in terms of whether they had an infotainment or expository narration. They were available in either English or Spanish. The participants consisted of two distinct clusters: one in which all were over 30 with a university degree, and another dominated by younger participants without a university degree. The infotainment version produced a significantly reduced perception of the seriousness of climate change for the planet in the latter cluster. Furthermore, viewers of the English versions, who were predominantly residents in countries with low-context cultures, perceived the risk of climate change for the planet to be significantly higher after watching the video with the expository narration. Using infotainment for science communication is a two-edged sword: while it may help engagement, making light of a topic can reduce perceptions about its seriousness. We suggest that the use of infotainment should be determined by the aims of the communicators and the nature of the target audience. If the purpose is simply to convey information, then infotainment is likely to be the most effective and it has the additional benefit of engaging recipients that lack a university education. However, if the purpose is to affect attitudes and persuade an audience, then an expository narration is likely to be most effective.

Keywords: science communication; environmental communication; public perception of science and technology; science and media (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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