ABSTRACT

This study examines young South Floridians’ perceptions of visual elements and four generic types of engagement identified via a novel interdisciplinary methodology (Vaughan, H., & Johns, L. N. [2021]. Beyond frame analysis: Formal analysis and genre typology in the communication study of short-form environmental video messaging. Journal of Environmental Media, 2(1), 55–78. https://doi.org/10.1386/jem_00040_1) combining formal analysis and genre theory in short-form videos on sea-level rise. We employ a mixed-methods approach in order to examine how formal aspects, such as the use of direct address, voiceover, computer animation and digital simulation, narrative structure, and musical score impact viewer reception of 10 short-form videos and sharing behavior. An inductive analysis of emergent themes identifies several notable aspects that should be considered by practitioners of environmental media in the design and execution of compelling and persuasive short-form videos. Key results point to the importance of focusing on human stories and voices, a narratology that emphasizes practical actions and solutions, a measured use of humor and overly evocative musical scores, as well as the importance of video source and overall quality.

摘要

本研究通过一种新颖的跨学科方法（Vaughan, H., & Johns, LN [2021]）研究了年轻的南佛罗里达人对视觉元素和四种通用参与类型的看法。超越框架分析：传播研究中的形式分析和流派类型学的短格式环境视频信息。环境媒体杂志，2(1), 55–78。https://doi.org/10.1386/jem_00040_1）在海平面上升的短视频中结合形式分析和流派理论。我们采用混合方法来研究形式方面，例如使用直接地址、画外音、计算机动画和数字模拟、叙事结构和乐谱如何影响观众对 10 个短视频的接收和分享行为。对新兴主题的归纳分析确定了环境媒体从业者在设计和执行引人注目且有说服力的短视频时应考虑的几个值得注意的方面。关键结果指出了关注人类故事和声音的重要性，一种强调实际行动和解决方案的叙事学，对幽默的谨慎使用和过度唤起的乐谱，