| Popis: |
Satire describes “a genre of art (literature, caricature, film) that uses exaggeration, irony and ridicule to criticize people and events, to expose them to ridicule, to denounce conditions, to castigate them with sharp wit” (Duden, last access: 15.05.2023). This study examines satire as a form of expression of persuasive communication and to what extent it helps to influence climate change perception within young adults. Current research suggests that satire can be used to increase climate change perception (Brewer & McKnight, 2015). In the current study the Climate Change Perception Scale by van Valkengoed et al., 2021 is applied. This scale has been created to make comparison and integration of climate change perception findings easier (van Valkengoed et al., 2021). It has been found that young adults aged 18-25 strongly respond to satire in the context of environmental communication (Skurka et al., 2022). The psychological mechanisms of action cited in the literature as to why satire has a particular effect on young adults are the increased attention of this age group (Eisend, 2009). Furthermore, according to Martin & Ford (2018), the hedonistic emotion mirth or pleasure is evoked, creating more openness towards the topic. Also, the authors Skurka et al., 2022 argue that young adults in particular form their world views and political attitudes in this very phase of life and precisely then respond especially to messages that are presented in a captivating and rousing manner (Boukes et al., 2015; Skurka et al., 2022). To date, no research has tested the impact of satirical Instagram posts on perception of climate change. However, research demonstrates that consumption of satirical television news programs was associated with greater attention to news about science and technology, news about the environment, and information about global warming (Feldman et al., 2011). By packaging information in an entertaining way (Baum, 2003), satirical news programs therefore offer an alternative route by which their viewers, including those who do not consume much traditional news, can acquire information about topics such as climate change (Brewer & McKnight, 2015). Also, previous research has found that satirical television programs cover public affairs in ways that have the potential to inform and shape public understandings and further shape audience’ understandings of climate change (Baym, 2005, 2007). The current study investigates if a similar effect on climate change perception can be found in satirical Instagram posts since social media significantly shapes and contributes to the everyday life of young people. Social media posts from the platform "Instagram" are used for manipulation in the present study. The posts in the experimental group correspond to real posts by the German satirist and influencer Sebastian Hotz, also known as "Elhotzo". The Instagram posts in the control group are fictitious and written by the researchers. To sum up, the present study wants to show that climate change perception (dependent variable) can be increased by a climate-related message that uses satire or information in Instagram posts (independent variable). A more positive effect in the experimental group (satire) as compared to the control group (information) on climate change perception is postulated. |
