Communicating Climate Change: An Examination of Narrative Intuition, Transmedia Acumen, and Emotional Intelligence in the Presentation of the Transmedia Emotional Engagement Storytelling (TREES) Model

This dissertation contextualizes a new model to help design more effective communication campaigns aimed at addressing the climate emergency. My multi-pronged research approach led me to discover three key competencies, or abilities—(1) Narrative Intuition, (2) Transmedia Acumen, and (3) Emotional Intelligence—that can be combined to bring about deeper and lasting emotional engagement with climate change storyworlds. The public is inundated with climate change discourse unlike ever before, yet most of us remain superficially engaged with solutions to the crisis because of a multifaceted set of challenges that are unique to climate change communications. To this end, climate change communicators should consider the efficacy of narrative affect—or how affective experiences result in varying levels of emotional engagement and ultimately influence how people live out their lives. To transport people into climate change storyworlds, this dissertation asserts that transmedia storytelling, or the worldbuilding process, can place a renewed emphasis on the affective dimensions of our engagement with climate change. Across five chapters, I use a transmedial econarratological lens to answer two core research questions: (1) How is a successful transmedia storytelling climate change campaign structured? (2) What does a novel transmedia storytelling model for the modern climate change campaign comprise? In Chapter 1, I affirm that narrative building can serve as an effective strategy for climate change campaigns. Chapter 2 is divided into four parts that explore the prevailing challenges that surround climate change communications, as well as, theories of narrative, transmedial narrative, and engagement, and in parallel, the Degree of Narrativity, Degree of Transmediality, and Degree of Engagement—the main branches of the TREES Model I present in Chapter 5. In Chapter 3, I highlight the ethnographic methodological lens I used to conduct my research. In Chapter 4, I examine the structure and best practices of two exemplary transmedia storytelling campaigns. Finally, in Chapter 5, I elaborate on the origins of my TREES Model to introduce three key competencies used in the production of a storyworld that evokes emotional engagement with audiences. This document concludes with a summary of recommendations to inspire additional research.