Impacto proambiental en jóvenes universitarios: emociones generadas e implicación promovida por un storytelling de la ONU

M. Esther del Moral Pérez; Nerea López-Bouzas; Jonathan Castañeda Fernández; M. Carmen Bellver Moreno

doi:10.31921/doxacom.n37a1864

Authors

M. Esther del Moral Pérez University of Oviedo, Spain https://orcid.org/0000-0002-9143-5960
Nerea López-Bouzas University of Oviedo, Spain https://orcid.org/0000-0003-0753-0672
Jonathan Castañeda Fernández University of Oviedo, Spain https://orcid.org/0000-0003-4934-2979
M. Carmen Bellver Moreno University of Valencia, Spain

DOI:

https://doi.org/10.31921/doxacom.n37a1864

Keywords:

environment, emotions, pro-environmental impact, youth, Storytelling

Abstract

The UN environmental campaign “Break up with plastic” is used within the Go Green! project to sensitize university students about the consumption of plastics. The research proposes: 1) know the affective-emotional responses and level of pro-environmental involvement of Education degree students after viewing it; and 2) identify their opinions about the persuasive capacity of the narrative, message and protagonist. The methodology is mixed: quantitative, as a non-experimental empirical study, with non-probabilistic sampling -project participants (N=296)-, with a descriptive and correlational nature, based on data collected with a questionnaire. And, qualitatively, through focus groups. The results underline that the message of the campaign supported by the storytelling technique generates a lot of interest and empathy with the protagonist. The narrative is highly valued and encourages great environmental involvement. Its pro-environmental impact is high, related to the level of ecological awareness of the students. It raises awareness and awareness to reduce the consumption of plastics, although not everyone changes their attitude. Concluding, the campaign transforms an informative message into a persuasive story, activating the interest of the audience. However, it is necessary to design more explicit campaigns that invite concrete actions and propose eco-sustainable behaviors that can be emulated.

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Author Biographies

M. Esther del Moral Pérez, University of Oviedo, Spain

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, gamification, 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).
Nerea López-Bouzas, University of Oviedo, Spain

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, gamification, analysis of audiovisual narratives, etc.
Jonathan Castañeda Fernández, University of Oviedo, Spain

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.
M. Carmen Bellver Moreno, University of Valencia, Spain

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.

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