Narrative transportation, identification, and storytelling in environmental (science) communication

In this day and age, one of our most challenging communication topics is climate change and the degradation of nature (Fraenkel, 2020). The old model of science communication - whereby scientists in lab coats communicate their facts and truth through mass communication channels - is coming to an end (Climate Outreach, 2017). The science of science communication is a developing body (Climate Outreach, 2017; Corner & Clarke, 2016). There is an urgent need to understand how narratives can contribute to communicating about environmental science more effectively, by aligning with the needs and values of different audiences (Climate Outreach, 2017). Using narratives in environmental communication has become increasingly common (Smith et al., 2014). Yet, many scientists are uncertain about how to communicate and translate their research into compelling stories (Martinez-Conde et al., 2019). This study aims to give scientists and environmental organisations insight into the mechanisms of narrative persuasive storytelling and how an audience processes stories. It concludes that stories are uniquely suited for changing emotionally held opinions and beliefs, and can help individuals to understand complex and abstract scientific subjects. Furthermore, this study concludes that identification is a vital element in narrative persuasion.