2016: Using Humor to Promote Climate Change Activism among Young Adults
Many young adults support environmentally conscious values through their private actions, such as tweeting about causes or buying “green” products, but they are less likely than ever to vote. This project will give EDF the communication tools it needs to reach out to Millennials (ages 18–30)—the rising generation for climate change activism and political change. Using professionally produced YouTube videos, the researchers will test humorous messages as a strategy for boosting public engagement. The study will examine whether funny messages—similar to satirical news programs successful with younger audiences—are more effective than informational or fear-based appeals for motivating a new generation of climate activists.
Investigators: Jeff Niederdeppe, Cornell Communication; David Acup, EDF