THE EFFECTS OF BLUE DOCUMENTARY ON VIEWERS’ PERCEPTIONS AND ATTITUDINAL CHANGE TOWARD MARINE LIFE CONSERVATION
DOI:
https://doi.org/10.24200/jonus.vol6iss2pp379-402Abstract
Background and Purpose: This study aimed to examine the persuasive effects of a blue documentary (BD) representing marine life extinction on viewers’ perceptions and attitudes toward conservation.
Methodology: This study selected 36 participants using purposive sampling according to the characteristics of their location and age categories. A total of 72 semi-structured interviews were conducted in two stages—the pre- and post-viewing of the documentary. A documentary program of Lestari Ujana Marin (LUM) was the media text used in gathering the necessary data. The data were then perused qualitatively through the employment of thematic analysis.
Findings: The findings suggest that the participants’ perceptions and attitudes toward marine life conservation were more positive after being exposed to the documentary. The attitudinal changes have been sustainable and exhibited through the participants’ real actions supporting marine life conservation.
Contributions: This study paves the way for collaboration between experts in different fields, such as filmmakers, oceanologists, and non-governmental organizations, who are fundamentally concerned with disseminating knowledge about environmental conservation for the benefit of future generations.
Keywords: Media, blue documentary, persuasion, pro-conservation, marine life, young generation.
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