Communicating Climate Change: Are Stories Better than “Just the Facts”?

Abstract

Postpositive policy scholarship has long asserted the importance of narratives—or stories—in shaping public policy through public opinion. In part, the Narrative Policy Framework (NPF) was developed to empirically test this assertion. To assess the relationship between policy narratives and public opinion, NPF posits several causal mechanisms including narrative transportation. Narrative transportation is a measure used to assess the extent to which individuals exposed to a story are “transported” into that story. NPF hypothesizes that as narrative transportation increases the reader of the story will (i) have more positive affect for characters within the story; and (ii) will find the story more persuasive. Using an online experiment involving a nationally representative sample of over 1,700 respondents, this research tests narrative transportation hypotheses by exposing subjects to one of three Cultural Theory narratives about climate change, as well as a control list of scientifically agreed upon facts. While findings do not support that narratives are any more transportive than fact lists in terms of directly persuading respondents to accept specific climate change policies, the data do show that narrative transportation positively influences affect for hero characters, which extant research demonstrates indirectly influences the persuasiveness of a story.

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