Document Type

Article

Publication Date

3-9-2025

Publication Title

International Journal of Communication

Volume

19

First page number:

1468

Last page number:

1491

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

Disciplines

Communication | Communication Technology and New Media | International and Intercultural Communication

File Format

PDF

File Size

1200 KB

Language

English

Rights

IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

Creative Commons License

Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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