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Research project
Date
2022
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Media and Communication
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DOI
http://dx.doi.org/10.34944/dspace/7905
Abstract
This study examines the news coverage of the flight-shaming movement known as “flygskam”. It does so through a content analysis of news articles that discuss the phenomenon in 2019, using Kim Witte’s (1992) Extended Parallel Process Model EPPM. While the theory suggests that fear appeal messages are likely to be effective when threats components are balanced with efficacy recommendations, the findings here indicate that the message in some of these articles amounts to a low level of susceptibility. This predicts a low reception of the fear-based message by its intended audiences. Others chose to include eco-celebrities as an incentive for the movement. What these findings bear as implications for campaigns is a need for carefully presenting mitigation and adaption messages, especially for an issue as polarized and sensitive as the climate crisis.
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This research project was completed as part of the MMC 9203 Critical Textual Analysis course.
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