Mediations of environmental risk: engagement of young audiences in Uruguay and Ireland
Gómez Márquez, Maria VictoriaORCID: 0000-0003-4015-3776
(2022)
Mediations of environmental risk: engagement of young audiences in Uruguay and Ireland.
PhD thesis, Dublin City University.
The research focuses on young adults' reception of environmental communication channelled through
online audio-visual media.
In the Anthropocene, it is critical to understand lay-people' perspectives of environmental risks, while
advancing situated knowledge on the potential role of pervasive media like YouTube. Young adults
are critical networked publics, who remain object of apocalyptic or celebratory interpretations
regarding their relationship with media technologies, and their civic agency in the environmental
crisis. Through social media platforms, they become strongly inscribed in a diversity of cultures in
the convergence of the local, the national and the international level of a globalised world. For
instance, Ireland and Uruguay have in common the national sustainability challenges of a robust
agricultural economy and culture, while also inserted in the mediatised global scene through a high
penetration of online media.
The substantial fieldwork of this study consisted of sixteen focus groups with young adults, conducted
in Ireland and Uruguay, comprising 109 participants. In these face-to-face led discussions, the
question of how young adults engage with online eco-video was explored. It was carried out through
the reported and performed selective exposure to a wide variety of short-form videos presenting
environmental issues, alongside interpretations and assessment of the perceived influence of these
contents. Engagement and distance with environmental risks were further analysed through
participants' issue awareness, together with their perceived responsibility and agency, in order to
situate the audience reception process in specific cultural mediations.
The findings signal the coexistence of environmental concerns situated at the local and the global
level, with traces of a North-South divide, while exposure and interpretation of eco-video remains
highly globalised. As hypothesised after reviewing levels of environmental concern across time
versus the lack of significant mobilisation or massive lifestyle changes worldwide, these new
findings support the notion that it remains crucial to analyse more sophisticated forms of denial,
connecting with communication barriers dependent on dissonance, doom, distance and identity.
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ID Code:
26556
Deposited On:
15 Feb 2022 15:01 by
Fran Callaghan
. Last Modified 15 Feb 2022 15:01
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