Promoting Concern for Climate Change: A Study of Wildfire Photographs Using Q Methodology

Abstract

This study employs Q methodology to identify responses to wildfire imagery and climate change concern. Using photographs shared on Twitter during California’s 2018 Camp Fire, findings reveal three different perspectives on what images evoked the most concern among individuals: catastrophic destruction, smokescapes, and human or animal suffering. Results also reveal the images that evoke the least concern, such as scenes of aid and support and officials’ rescue meetings. These results extend literature on the role of visuals in climate change communication and have implications for the selection of images that appeal to the various perspectives of the broader public.