El sesgo de atención a las imágenes del cambio climático y su incidencia en el compromiso ciudadano
DOI:
https://doi.org/10.5294/pacla.2024.27.4.5Palabras clave:
Atención, cambio climático, imágenes, medio ambiente, percepciónResumen
La comunicación visual puede influir en la percepción pública de la crisis climática. Este estudio evalúa el grado en que el sesgo de atención a las imágenes relacionadas con el cambio climático se vincula con las actitudes proambientales. Mediante un enfoque de autoinforme aplicado a 312 estudiantes universitarios, que se expusieron a piezas negativas, positivas y neutras, se encontró que la valencia emocional de las mismas es clave en la percepción del riesgo. Los resultados sugieren que las imágenes que enfatizan las pérdidas ambientales y económicas pueden ser más atractivas, pero desmotivan e impiden desarrollar un pensamiento más reflexivo en relación con lo que cada uno puede aportar, mientras que las imágenes positivas invitan a las personas a pensar de manera amplia y a plantear soluciones. En ese sentido, se evidenció que la capacidad del público para visualizar metas y éxitos a corto plazo genera una mayor voluntad de apoyar soluciones ambientales. Estos hallazgos aportan evidencia sobre las imágenes que deben emplearse al impulsar el compromiso ciudadano para combatir el cambio climático. Los resultados sugieren que no es conveniente transmitir visiones perturbadoras o sentimientos de miedo o malestar a las audiencias, de tal modo que se eludan las respuestas psicológicas defensivas, de rechazo a la temática medioambiental.
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