Visual Agenda-Setting, Emotion, and the BP Oil Disaster

Abstract

This study seeks to identify the most memorable visual imagery of the Deepwater Horizon Oil Spill by comparing a content analysis of television images and a survey of the most-remembered images. The study compared visuals from weeks 1 and 6 of the disaster to a survey conducted a year later that asked respondents to freely recall the most memorable images of the disaster. The comparison showed respondents did indeed choose as the most memorable images the visuals coded with greatest frequency in the content analysis. However, the emotions evoked by the oil-soaked animals elevated that set of images to the most memorable—chosen by almost half of respondents. This set of images was number one with the respondents yet number eight in frequency in the content analysis. This study shows a visual agenda-setting effect heightened by emotion.

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