Seeds of Change: Exploring Digital Storytelling in Sustainable Cotton YouTube Videos

Hannah Gustin; Kameron Rinehart; Laura Fischer

doi:10.5032/jae.v66i4.3234

Authors

Hannah Gustin Texas Tech University https://orcid.org/0009-0001-6342-3241
Kameron Rinehart Austin Peay State University https://orcid.org/0000-0002-4510-6306
Laura Fischer Texas Tech University https://orcid.org/0000-0001-9288-4621

DOI:

https://doi.org/10.5032/jae.v66i4.3234

Keywords:

sustainable cotton, digital storytelling, YouTube, framing theory

Abstract

This study examines the communication techniques and frames used in the U.S. Cotton Trust Protocol’s YouTube content, as well as viewer engagement with the content. Through a content analysis of the organization’s 28 producer-facing videos, this research identified key framing strategies, emotional and logical appeals, and sources used. The results revealed that while the organization employs a variety of techniques, the diversity still contributed to very low viewer engagement. Emotional appeals, mainly emphasizing hope, and personal narratives highlighting cotton producers were the most frequently used techniques. Farmers emerged as the most utilized source as a strategy to enhance trust and reliability. Environmental frames dominated the videos, paired with an equal distribution of episodic and thematic framing styles throughout the YouTube channel. The findings highlighted the critical need for the U.S. Cotton Trust Protocol to refine its communication strategies and focus on styles and techniques that resonate more effectively with their target audience. By enhancing video content, the organization can further its impact on the cotton industry and drive greater awareness and participation in sustainability. This study provides valuable insights for improving the reach and influence of the U.S. Cotton Trust Protocol and sustainability initiatives in general.

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