Promoting Clean Energy: Applying Models of Persuasion in Three Projects for a Creative Thesis in Communication
Witherspoon, William
Citations
Abstract
Transition from fossil fuels to clean energy sources is urgent, given mounting impacts attributed to human-caused climate change. The positive economic effects of the transition are easier than ever to validate because solar, wind, and battery technologies now outcompete fossil energy in many parts of the world. However, communicating these realities in the face of political polarization is challenging. This paper focuses on three creative projects promoting clean energy in 2024-2026: a series of conversations with experts before a live audience, a pair of videos encouraging turnout in a public utility commission election, and a video advocating for a community solar bill. It describes each project’s idea origins, practical aspects, and media/technology considerations. Then it evaluates each in the light of communication theories. The paper’s conclusion considers all three projects in the light of challenges and opportunities for promoting clean energy in a politically polarized society
