Communicating environmental data through art: the role of emotion and memory in evoking environmental action

Pollution is a leading cause of death and disease globally, disproportionately affecting low-income communities and communities of color. These environmental justice (EJ) communities face various challenges, including political and linguistic isolation and information disparities, making effective environmental communication crucial. Traditional methods like informational campaigns often fail to translate increased environmental knowledge into pro-environmental behavior, a phenomenon known as the value-action gap. This study explores the potential of visual art, with its emotive and personalized techniques, to bridge this gap. The use of art in environmental communication is supported by existing literature suggesting its ability to disseminate scientific information, facilitate engagement, and elicit emotional responses. The study focuses on measuring emotional response to environmental art, acknowledging the challenges in quantifying emotion and using sentiment analysis as a proxy. The research is conducted within the framework of Project Harvest (PH), a co-created community science project aimed at evaluating rainwater quality in EJ communities and increasing community engagement in environmental decision-making.

Existing literature highlights the limitations of traditional science communication methods in driving behavioral change related to environmental issues. The value-action gap, where increased knowledge doesn't necessarily translate into action, is well-documented. Studies show that art can enhance emotional responses to environmental data, creating a stronger connection between information and personal action. Several studies referenced in the paper demonstrate the potential of art installations to disseminate scientific findings and increase engagement. However, measuring emotional responses remains challenging. The paper employs sentiment analysis of participant discussions as a method to assess emotional reactions.

This study is embedded within Project Harvest (PH), a co-created community science program involving four Arizona communities. PH participants collected rainwater samples over 2.5 years. Data was shared through two methods: (1) a static booklet (control group) and (2) the same booklet accompanied by an interactive art installation, "Ripple Effect" (case group). The Ripple Effect installation used soundwaves and water to represent rainwater quality data, making the data multi-sensory and interactive. Data analysis involved focus groups and follow-up interviews. Focus group discussions were analyzed using NVivo software for qualitative coding and Docuscope Global for sentiment analysis. Follow-up interviews assessed memory recall and environmental action. Statistical analyses included chi-squared tests and Wilcoxon ranked sum tests to compare groups and identify relationships between variables. The study uses a mixed-methods approach, combining quantitative and qualitative data to understand the impact of the data visualization methods.

The study revealed several key findings. Participants in the Ripple Effect group demonstrated stronger intentions to change their behavior and were more likely to follow through with those intentions five to six months after the data-sharing event compared to the booklet-only group. Ripple Effect participants engaged in more temporal comparisons of their data (across seasons), while booklet-only participants made more comparisons with other households and field blanks. More Ripple Effect participants expressed surprise at their data, while more booklet-only participants were pleased or relieved. Sentiment analysis indicated that Ripple Effect participants used more first-person pronouns and metadiscourse, suggesting a more personal and reflective engagement with the data. Booklet-only participants showed a higher percentage of words coded as "Information States," suggesting a more passive reception of information. Follow-up interviews revealed that Ripple Effect participants had better memory recall of the event and their data, and this specific recall was strongly associated with taking action. A majority of participants who preferred a specific method favored Ripple Effect. While some technical challenges with Ripple Effect were noted, this did not negate its overall effectiveness. Demographic differences in behavior changes were also observed, with women and adults aged 36-64 showing higher rates of behavior change.

The findings suggest that environmental art can be a powerful tool for overcoming the value-action gap. The multi-sensory and interactive nature of Ripple Effect increased engagement, leading to enhanced emotional responses, improved memory recall, and ultimately, more substantial behavioral changes. The familiar format of the booklet provided a valuable supplementary resource, allowing for continued engagement and dissemination of the information. The study also highlights the importance of co-designing communication materials with community members to ensure accessibility and relevance. The results suggest that the combination of artistic and traditional methods may be the most effective approach, with the art installation serving as a powerful initial engagement tool.

This study demonstrates the effectiveness of environmental art in communicating complex environmental data and driving pro-environmental behavior. The interactive and multi-sensory nature of the Ripple Effect installation improved data comprehension, stimulated emotional responses, and led to better memory retention and subsequent behavioral changes. While the booklet played a supportive role, the art installation proved crucial in fostering engagement and motivating action. Future research could explore different types of environmental art and their impact on diverse communities, focusing on scalability and accessibility. The successful integration of artistic approaches into environmental communication offers a promising avenue for addressing environmental justice issues and promoting environmental stewardship.

The study's design included potential confounding variables, such as differences in the number of contaminants reported for different sample collection methods. The sentiment analysis was limited by the availability of an English-only dictionary, potentially overlooking nuances in the Spanish-language discussions. The study focused on a single artwork, limiting the generalizability of the findings. Some technical difficulties and potential counter-intuitive aspects of the Ripple Effect design were reported by participants.