Del ver al compartir: el rol de las emociones en la propagación de contenidos sobre cambio climático en YouTube

Hilda Paola Muñoz-Pico; Fátima Viteri-Mancero

doi:10.5294/pacla.2022.25.2.6

Autores

Hilda Paola Muñoz-Pico Autor Universidad Internacional del Ecuador https://orcid.org/0000-0002-8280-5456
Fátima Viteri-Mancero Autor Universidad San Francisco de Quito https://orcid.org/0000-0001-9418-2631

DOI:

https://doi.org/10.5294/pacla.2022.25.2.6

Palavras-chave:

Mudança do clima, comunicação, ciência, divulgação, meio ambiente, meios sociais

Resumo

A mudança no clima é o maior desafio ambiental do século. O Painel Intergovernamental sobre Mudança do Clima deixa claro: meio grau a mais de aquecimento em nosso planeta marcará a diferença entre a vida e a morte. Nesse contexto, a comunicação sobre a mudança climática é de vital importância para gerar o compromisso individual e governamental para combater esse problema, que se agrava, principalmente, por ação das atividades humanas no mundo. Esta pesquisa pretende aprofundar-se nas áreas da psicologia emocional e da comunicação ambiental para explicar a popularidade de conteúdo sobre a mudança do clima no YouTube. A partir de vídeos que abordam a temática meio ambiental, as autoras analisam como as emoções que produzem ativação fisiológica desembocam na difusão massiva. Os resultados indicam que, independentemente da avaliação dos vídeos, isto é, de se são considerados positivos ou negativos, eles podem chegar a ser populares na medida em que impulsionem a ativação fisiológica dos espectadores. Esse achado esclarece por que as pessoas compartilham conteúdo meio ambiental e como elaborar campanhas de luta contra a mudança climática.

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