Just Turn on the Faucet: A Content Analysis of PSAs About the Global Water Crisis on YouTube |
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Authors: | Joanna M T Krajewski Amy C Schumacher Kajsa E Dalrymple |
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Institution: | 1. Department of Communication, Flagler College, St. Augustine, FL, USA;2. Department of Community and Behavioral Health, University of Iowa College of Public Health, Iowa City, IA, USA;3. School of Journalism and Mass Communication, University of Iowa, Iowa City, IA, USA |
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Abstract: | Water is essential for human life, yet safe drinking water is a limited resource. Critical to fighting the global water crisis are public awareness campaigns, including Public Service Announcements (PSAs). While YouTube has become a popular medium for disseminating prosocial content such as PSAs, environmental communication efforts on this platform remain largely uninvestigated. This study examines the content and characteristics of global water crisis PSAs on YouTube by applying two communication models: the Extended Parallel Process Model, and the Elaboration Likelihood Model. These models are used to evaluate the potential effectiveness of the PSAs. Content analysis reveals that threat messages often outweigh efficacy messages in the videos, central route processing cues are more prevalent than peripheral route cues, and a focus on quality or quantity issues differed by sponsoring organization (non-profit, for-profit, government). Implications and avenues for potential future research are discussed. |
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Keywords: | Environmental communication persuasion YouTube public service announcements content analysis Extended Parallel Process Model |
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