Transmedia Edutainment for Sustainable Advocacy: How Narrative Engagement and Counterarguments Influence Generation Z’s Response to Sustainable Development Messages

Aya Shata, Michelle Seelig, Nicholas Carcioppolo

Abstract


Media convergence has created new forms of storytelling, such as transmedia edutainment (TE-E), which can serve as an innovative communication strategy for promoting pro-environmental attitudes and behaviors. Because of the limited evidence about the persuasive outcomes of narrative TE-E, this research investigates the role of TE-E as a novel communication approach that advocates for sustainable development among Generation Z. Drawing on narrative persuasion theories, we conducted an experiment (N = 441) that examined the narrative mechanisms of TE-E, focusing on narrative engagement and counterargument, and assessed the narrative outcomes of different single formats—including video, game, and comic—compared with TE-E. Findings revealed that TE-E effectively minimized counterarguing compared with other single platforms, yet the video format strongly fostered narrative engagement. Overall, this research provides practical contributions for environmental advocates in designing a successful TE-E.


Keywords


transmedia, edutainment, sustainable development, environmental education, environmental communication, narrative engagement, counterargument

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