Do You See What I See? Perceptions and Effects of Image–Text Congruency in Online Climate Change News

Literature suggests that when the image and text of news are congruent, it enhances news salience. However, when incongruent, people prioritize the viewpoint of the picture over the words. But what is congruency? This study experimentally investigates perceived image–text congruency in climate change online news, examining how newsreaders perceive and are influenced by congruency. It also explores the impacts of news format on perceptions of congruity, concerns about the climate crisis, and trust in the news outlet. Findings suggest congruency is partially subjective, highlighting that responsible visual discourse in the news may depend less on congruency than previously thought.