Pro-environmental impact on university students: emotions generated
and involvement promoted by a UN storytelling
Impacto proambiental en jóvenes universitarios: emociones generadas e
implicación promovida por un storytelling de la ONU
doxa.comunicación |
nº 37, pp. 193-212
| 193
July-December of 2023
ISSN: 1696-019X / e-ISSN: 2386-3978
How to cite this article:
Del Moral Pérez, M. E.; López-Bouzas, N.; Castañeda Fernández, J. and Bellver Moreno, M. C. (2023). Pro-environmental impact on university
students: emotions generated and involvement promoted by a UN storytelling.
Doxa Comunicación
, 37, pp. 193-212.
https://doi.org/10.31921/doxacom.n37a1864
M. Esther del Moral Pérez.
University Professor. She teaches ICT applied to Education. Faculty of Teacher Training
and Education. University of Oviedo (Spain). She has 4 six-year research periods. She coordinates the research group
TECN@:Technology and Learning.
Principal Investigator of Competitive Projects, author of impact articles in prestigious
magazines. Research Areas: media, digital literacy, TV and childhood, video games, social networks, augmented reality,
digital applications, gamication, education in rural areas, etc. She carried out research stays in: Calgary (Canada),
Poitiers (France), Freiburg (Germany), ITD Genoa (Italy). He taught courses at Ibero-American universities (Chile,
Mexico and Peru).
University of Oviedo, Spain
[email protected]
ORCID: 0000-0002-9143-5960
Nerea López-Bouzas
.
PhD student in Education and Psychology with a University Teacher Training Scholarship (FPU).
Early Childhood Education Teacher and Master’s Degree in Research and Innovation in Early Childhood and Primary
Education. She collaborates with the Department of Education Sciences and is a member of the
TECN@: Technology
and Learning
research group of the University of Oviedo. Her lines of research focus on the integration of technological
resources in the teaching-learning process, inclusive education, digital applications, augmented reality, gamication,
analysis of audiovisual narratives, etc.
University of Oviedo, Spain
[email protected]
ORCID: 0000-0003-0753-0672
Jonathan Castañeda Fernández.
Associate professor at the University of Oviedo attached to the area of Research
Methods and Diagnosis in Education (MIDE). Graduate in Pedagogy (obtaining the National Award for Completion of
University Studies) and PhD with international mention from the University of Oviedo, achieved thanks to a scholarship
from University Teacher Training (FPU) and a pre-doctoral research stay at the Lusiada University of Lisbon. At the
teaching level, he has taught subjects primarily linked to educational research and evaluation. And at the research level,
he has participated in various projects (lines: evaluation of training activities, learning approaches, ecosystems to build
global citizenship, etc.) and is currently part of the “TECN@: Technology and Learning” research group of the Oviedo
University
University of Oviedo, Spain
[email protected]
ORCID: 0000-0003-4934-2979
is content is published under Creative Commons Attribution Non-Commercial License. International License
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nº 37, pp. 193-212
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July-December of 2023
Pro-environmental impact on university students: emotions generated and involvement promoted by a UN storytelling
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
1. Introduction
Growing public awareness of the need to look after the environment has not always translated into environmentally
responsible behaviours (Durán et al., 2010). is has led to a more intensive search for strategies for changing behaviours in
various sectors of the population in an attempt to ensure prosperity for all as part of a new agenda of sustainable development
(United Nations, 2015). e
Sustainable Development Goals
call for international engagement with the environment, which
Abstract:
e storytelling of the UN environmental campaign seeks to raise
awareness among young people. is research
(Fragmento eliminado
para anonimizar el artículo)
aims to: 1) nd out how storytelling
impacts, identifying their aective-emotional responses and detecting
the degree of environmental involvement –sensitization, awareness
and mobilization– generated; and 2) identify their opinions about
the persuasive capacity of the narrative. e methodology is mixed:
quantitative
, as an empirical non-experimental descriptive and
correlational study, with an exploratory and analytical nature of data
collected with a questionnaire. And,
qualitative
, after analyzing the
opinions expressed in focus groups. e results underline that the
storytelling message generates a lot of interest and empathy with the
protagonist. Its pro-environmental impact is high and is related to the
level of ecological awareness of the students. e narrative is highly
valued as it promotes a great environmental implication. It raises
awareness and raises awareness to reduce the consumption of plastics
and, to a lesser extent, mobilizes, since not everyone changes their
attitude. Finally, this strategy manages to transform an informative
message into a persuasive story, activating the interest of young
people. However, it is necessary to design campaigns that invite to
carry out concrete actions and propose eco-sustainable behaviors that
facilitate their emulation.
Keywords:
S
torytelling
; environment; emotions; pro-environmental impact; youth.
Resumen:
Se utiliza la campaña medioambiental de la ONU “Rompe con el plástico”
dentro del Proyecto Go Green! para sensibilizar a los universitarios sobre
el consumo de plásticos. La investigación se propone: 1) conocer las
respuestas afectivo-emocionales y nivel de implicación proambiental de
estudiantes de grados de Educación tras visionarla; y 2) identicar sus
opiniones sobre la pertinencia de su narrativa, mensaje y protagonista.
La metodología es mixta: cuantitativa, en tanto estudio empírico
no experimental, con muestreo no probabilístico –participantes del
proyecto (N=296)–, con carácter descriptivo y correlacional apoyándose
en datos recabados con un cuestionario. Y, cualitativa, mediante
grupos focales. Los resultados subrayan que el mensaje de la campaña
apoyada en la técnica del storytelling genera mucho interés y empatía
con la protagonista. La narrativa está muy bien valorada y propicia
gran implicación medioambiental. Su impacto proambiental es alto,
relacionado con el nivel de conciencia ecológica de los estudiantes.
Sensibiliza y conciencia para reducir el consumo de plásticos, aunque
no todos cambian su actitud. Concluyendo, la campaña transforma
un mensaje informativo en relato persuasivo, activando el interés de
la audiencia. Sin embargo, es preciso diseñar campañas más explícitas
que inviten a realizar acciones concretas y propongan comportamientos
eco-sostenibles emulables.
Palabras clave:
Storytelling; medioambiente; emociones; impacto proambiental;
jóvenes.
Received: 17/11/2022 - Accepted: 20/02/2023 - Early access: 27/03/2023 - Published: 01/07/2023
Recibido: 17/11/2022 - Aceptado: 20/02/2023 - En edición: 27/03/2023 - Published: 01/07/2023
M. Carmen Bellver Moreno
. Associate Lecturer. University of Valencia (Spain). Hired Doctor. Faculty of Philosophy
and Educational Sciences. Research lines: creativity, social networks and ICT and education, adolescence and youth.
She has one six-year period of research. She has carried out research and teaching stays in Québec (Canada), Florence
(Italy) and Sántarem (Portugal). She has participated as a researcher in competitive projects and in impact publications.
University of València, Spain
[email protected]
ORCID: 0000-0002-7718-9652