Is It Real Enough? A Mixed-Methods Study of Realism, Engagement and Counterargument in Transmedia Edutainment for Sustainable Behaviors

Advancements in technology have driven media convergence, paving the way for innovative storytelling formats like Transmedia Edutainment (TE-E), a new promising strategy for advocating prosocial behaviors. However, there is limited research on narrative processing and the persuasive outcomes of TE-E, particularly in environmental contexts. Therefore, this paper examines TE-E as a new communication strategy that leverages storytelling across multiple platforms to promote pro-environmental messaging. Drawing on entertainment-education literature and narrative persuasion theories, specifically the narrative engagement model and perceived realism as theoretical frameworks in this study, to help understand the role and influence of TE-E. Using a mixed-method design, five focus group discussions were conducted with college students to gain deeper insights into their attitudes and impressions towards TE-E. Additionally, an online experiment with (N=441) college students examined the role of perceived realism, narrative engagement, and counterargument, as message mechanisms responsible for promoting pro-environmental behaviors. Thematic analysis of the focus groups discussions revealed two emerging themes: (1) “The triple R effect of TE-E” and (2) “Is it real enough?” The experiment shows that the counterargument plays a key role in understanding and shaping the message mechanisms of TE-E. Results found that TE-E successfully encourage adopting sustainable behaviors and directly reduces counterarguments. However, it had slightly lower perceived realism compared to the video, leading to reduced narrative engagement. Overall, this paper contributes to the expanding literature on TE-E within the context of environmental communication. Practical implications for message development and environmental advocacy are also discussed.