Members of the TV-audience who have so far been indifferent to issues of sustainability constitute the target audience for the Ecotainment-concept. This requires that the viewers deal with pertinent issues on both a cognitive and an emotional level and form a positive attitude towards the concept. In order to evaluate TV reports in terms of their cognitive and emotional potential to raise the viewers’ interest in Ecotainment, an instrument was developed. The following aspects of ecotainment are assessed: does the report address diverse viewer groups? Does the report raise a sufficient number of aspects dealing with sustainability? What are the viewers’ cognitive and emotional responses?

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