College - Author 1
College of Liberal Arts
Department - Author 1
Communication Studies Department
Degree Name - Author 1
BA in Communication Studies
Date
6-2026
Primary Advisor
Bethany Conway, College of Liberal Arts, Communication Studies Department
Abstract/Summary
Beach and ocean pollution are major environmental issues for all communities, but they have an especially deep impact on coastal communities, where beaches are part of everyday life. Marine pollution includes both chemical pollution and trash, and a lot of it starts from land-based human activity before it reaches the ocean. This study examines how different messaging styles about beach pollution affect how people respond to the issue and whether they feel motivated to help protect beaches and oceans. Using an online experiment, participants viewed one of two beach pollution posters and then answered questions about their reaction to the message. The study contrasts the effectiveness of a negativity/loss-focused poster with a negativity/loss- focused poster that also includes stronger fear appeals. Participants were asked questions about their intentions to reduce plastic use, properly dispose of trash at the beach, and take action to protect the coast. They were also asked about their level of concern for ocean pollution, how serious they think the issue is, whether the consequences feel real, and how concerned they feel about the future of beaches and oceans. Based on gain/loss framing and the Extended Parallel Process Model, this study predicted that participants who viewed the stronger negativity/loss plus fear-based message would report higher perceived threat, more worry, and stronger intentions to help protect beaches and oceans than the negativity/loss condition without fear. Results showed that the fear/threat message did not lead to stronger responses than the negativity/loss message. Participants in both conditions reported high concern about ocean pollution, and most differences between the two poster groups were not statistically significant. However, several results were marginal and in the direction opposite of the hypothesis, including concern about ocean pollution, belief that ocean pollution needs immediate attention, persuasiveness, and likelihood of taking action to protect the ocean or coastline. Open-ended responses suggested that some participants saw the fear message as too negative or wanted clearer, more local examples. Overall, the findings suggest that beach pollution messages should make the issue feel serious, but should also be careful with the use of fear, and stay clear, local, and focused on actions people feel they can take.
URL: https://digitalcommons.calpoly.edu/comssp/283