從心理距離的觀點來探討氣候變遷圖像對氣候行動的影響

Abstract

如何更有效地傳播氣候變遷，是近年來氣候變遷領域中重要的議題。由於氣候變遷是一種較為抽象、複雜的概念，傳播媒體會使用不同的媒材讓民眾更容易理解。圖像作為氣候變遷傳播中的重要媒材，會讓人們對氣候變遷議題產生不同的感受，進而影響民眾展開氣候行動的意願。因此本研究希望能找出圖像有效的氣候變遷傳播策略，以達到促進民眾展開氣候行動的目標。本研究依照解釋水平理論將氣候變遷圖像區分抽象(Abstract)與具體(Concrete)兩組圖像，再去探討兩種類型的圖像對民眾在心理距離與氣候政策與氣候行動意願的影響。並討論個人認知風格對心理距離的影響，與情緒和議題關心程度兩個氣候行動的重要因子在心理距離到氣候行動間的作用。結果顯示，圖像操控會使民眾在氣候變遷的心理距離上有所差異，但卻不會在氣候政策與行動意願有所差異。圖像類型會影響民眾對氣候變遷的具體或抽象解釋，間接影響民眾對氣候變遷的心理距離。此外，具有全球公民意識與特質同理心的民眾較不受圖像操控的影響。當民眾對氣候變遷的心理距離接近時，會增強不同類型的情緒與對氣候變遷的關心程度。心理距離能透過關心程度、憤怒和希望情緒來增加民眾對氣候政策的支持與氣候行動的意願。與憤怒和希望感相比，恐懼、悲傷與內疚對氣候政策與氣候行動意願的影響效果則較有限，本研究還發現焦慮與羞恥情緒不利於民眾支持氣候政策。How to effectively communicate climate change has become an important issue in the field in recent years. As climate change is an abstract and complex issue, media outlets use different materials to help people understand it better. Images are an important medium in climate change communication, and they can elicit different feelings and affect people's willingness to take climate action. Therefore, this study aims to find effective image-based climate change communication strategies to encourage people to take climate action. This study divides climate change images into two groups, Abstract and Concrete images, according to the Construal Level Theory. It explores the effects of these two types of images on people's psychological distance and willingness to take climate policy and action. It also examines how cognitive styles affect the psychological distance and how emotions and concern affect the relationship between psychological distance and climate action. The results show that manipulating images can affect people's psychological distance but not their willingness to take climate policy and climate action. Images influencing people construal level thinking about climate change and indirectly affect people's psychological distance . In addition, people with global identity and trait empathy are less affected by images manipulation. Psychological distance can indirect intention to support for climate policies and take climate action through emotions of concern, anger, and hope. Compared to emotions of anger and hope, the effects of fear, sadness, and guilt on climate policy and action willingness are limited. This study also found that anxiety and shame are not conducive to support climate policies.