Table_1_Changing minds about climate change in Indonesia through a TV drama.DOCX

Drama has been shown to change attitudes and inspire action on topics as diverse as health, sanitation, intergroup conflict, and gender equality, but rarely have randomized trials assessed the influence of narrative entertainment programs focusing on climate change and environmental protection. We report the results of an experiment in which young Indonesian adults were sampled from five metropolitan areas. Participants were randomly assigned to watch a condensed two-hour version of a new award-winning TV drama series #CeritaKita (Our Story)—and accompanying social media discussion program Ngobrolin #CeritaKita (Chatter—Our Story)—as opposed to a placebo drama/discussion that lacked climate and environmental content. Outcomes were assessed via survey 1–7 days after exposure to the shows, and through a follow up survey after 5 months. We find that the treatment group became significantly more knowledgeable about environmental issues such as deforestation, an effect that persists long term. Other outcomes, such as motivation to participate in public discussion on climate change, willingness to follow influencers who post about environmental issues on social media, support for policies to address climate change and support for more media coverage of this issue, moved initially after viewing but subsided over time, possibly due to lack of continued exposure and other changes in context. This pattern of results suggests that ongoing/seasonal programming may be needed in order to sustain attitudinal and behavioral change. Draw media market investments, and change public narratives at scale when it matters change.

戏剧已被证明能够改变人们对健康、卫生、群体冲突和性别平等等多元主题的态度并激发行动，但鲜有随机对照试验评估聚焦于气候变化和环境保护的叙事娱乐节目的影响。本研究报告了一项实验的结果，实验中我们对来自五个大都市区的年轻印度尼西亚成年人进行了抽样。参与者被随机分配观看一部新获奖的电视连续剧《#CeritaKita（我们的故事）》的浓缩两小时版本及其伴随的社会媒体讨论节目《Ngobrolin #CeritaKita（闲聊—我们的故事）》，而非缺乏气候和环境内容的安慰剂戏剧/讨论。通过调查评估了在接触节目后1至7天内以及5个月后的结果。我们发现，接受治疗的组在环境问题，如森林砍伐方面的知识显著增加，这一效果具有长期持续性。其他结果，如参与气候变化公开讨论的动机、愿意跟随在社交媒体上发布环境问题帖子的意见领袖、支持应对气候变化的政策以及对更多媒体对此问题的报道的支持，在观看后初期有所提升，但随着时间的推移而逐渐减弱，这可能是由于缺乏持续的接触和语境的其他变化。这种结果模式表明，可能需要持续/季节性的节目以维持态度和行为的变化。在需要改变的时候，吸引媒体市场投资，并大规模改变公众叙事。