A growing body of research has explored whether evoking hope or fear about climate change is more effective at catalyzing attitude and behavior change among the public. Prior studies on this topic have primarily tested responses to text and/or still image manipulations, finding mixed results. Amid the rapidly growing creation and consumption of climate change video content online, it is important that researchers also consider how the public may engage with hope and fear narratives presented in videos. This study aims to help fill this gap by examining how Americans respond to hope and doom and gloom climate change frames portrayed in short online videos. Participants who watched the hope and doom videos reported experiencing the respective emotions the videos sought to elicit (hope and fear). Participants with different political affiliations and with contrasting climate change attitudes across the Six Americas of Global Warming reported significantly different levels of fear, but only participants across the Six Americas reported significantly different levels of hope. However, despite these emotional responses, neither video was associated with significant differences in climate change risk perceptions, likelihood of behavior change, or likelihood of climate activism. These null results suggest that the impacts of a single hope or fear appeal can be overstated and caution against claims that either hopeful or fear-driven climate change communication strategies are necessarily optimal. Open-ended survey responses to the videos also suggest that ideological views about climate change may be associated with how individuals respond to specific video production elements, including music, editing, pacing, and visuals.

中文翻译：

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希望的气候还是厄运和阴郁？通过在线视频测试气候变化希望与恐惧的沟通辩论

越来越多的研究探索了唤起对气候变化的希望或恐惧是否更有效地促进了公众态度和行为的改变。先前关于该主题的研究主要测试了对文本和/或静态图像操作的响应，发现结果喜忧参半。在在线气候变化视频内容的创作和消费迅速增长的情况下，研究人员还必须考虑公众如何参与视频中呈现的希望和恐惧叙述。这项研究旨在通过研究美国人如何应对在线短视频中描绘的希望、厄运和悲观气候变化框架来帮助填补这一空白。观看希望和厄运视频的参与者报告体验了视频试图引发的各自情绪（希望和恐惧）。在全球变暖的六个美洲，具有不同政治派别和对气候变化态度截然不同的参与者报告了显着不同的恐惧程度，但只有六个美洲的参与者报告了显着不同的希望水平。然而，尽管有这些情绪反应，但这两个视频都与气候变化风险认知、行为改变的可能性或气候激进主义的可能性的显着差异无关。这些无效结果表明，单一希望或恐惧诉求的影响可能被夸大了，并警告不要声称有希望或恐惧驱动的气候变化传播策略必然是最佳的。