Applying theory to practice: designing environmental messages using the concepts of sensation seeking and fear appeals
by Wai Hsien Cheah, Ajlina Karamehic
Interdisciplinary Environmental Review (IER), Vol. 4, No. 2, 2002

Abstract: Over the years, many environmentalists have realized the potential of mass media and used it to advance environmental campaigns, which aim to persuade the target audience to change or avoid certain behaviors that may be damaging to the environment. However, although the media may have the power to reach the masses, their persuasive capabilities can still be questioned. Because i) the expectations of direct media effects on behaviors have been too ambitious, and ii) messages have failed to reach the target audience, the success of past mass media efforts has been limited. In an effort to apply communication theory and mass media research to other disciplines, this paper proposes using fear appeals and sensation seeking as message components for environmental movements/campaigns. By enhancing perceptions of the importance of an issue, encouraging message acceptance and offering practical measures towards preventing the negative outcomes of inaction, fear appeal messages can be utilized towards heightening and stirring up public support for an environmental issue. Similarly, by producing environmental messages that evoke strong sensory, emotional and arousal responses both among the local people and other interests in question, environmental campaigns can employ messages high in sensation value to their advantage. Thus, this article explicates and provides support for fear appeals and sensation seeking as effective means for designing better environmental movement messages.

Online publication date: Mon, 13-May-2013

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