The psychology literature on persuasive communication in the environmental domain is rapidly expanding. Classical variables, such as pro-environmental attitudes and citizens’ engagement, can be influenced by factors such as the role of opinion leaders (Nisbet and Kotcher, 2009), the type of message and its framing (e.g., economic, health-related, or moral), the role of social and descriptive norms (Van der Linden et al., 2015; Cialdini, 2003; Gustafson et al., 2025), and pre-existing values (Corner et al., 2014). Furthermore, perceived emotions may influence energy consumption decisions (Brosch et al., 2013), emphasizing the importance of moving beyond knowledge in promoting shifting attitudes and behaviors.

This literature, however, mostly focuses on individual dynamics, whereas less attention has been devoted to community variables, collective decision-making, and group processes. The territorial dimension and place-based narratives can be essential in persuading and generating positive attitudes concerning climate change (Schweizer et al., 2013; De Simone et al., 2025; Breves, 2023). In this perspective, recent research on the social acceptance dynamics of renewable energy communities has highlighted the importance of perceived socio-political control and the so-called motivational ‘warm-glow’ effect (Bonaiuto et al., 2025). The acceptance of community energy solutions is indeed based on a complex interaction of psychosocial factors that characterize the ‘psychology of the prosumer’ (Brambati et al., 2023). Thus, even within these interesting research fields, the impact of persuasive communication on participation in pro-environmental communities has been largely neglected. In particular, among the different kinds of pro-environmental communities, Renewable Energy Communities (RECs) have been under-investigated in the psychosocial literature. These initiatives are defined as Energy Communities which generally intend, in innovative and collaborative ways, to produce, consume, and manage renewable energy, usually initiated by local community members, with the potential to generate social, economic, and environmental benefits (Caramizaru and Uihlein, 2020; Hoppe and De Vries, 2018; Sovacool et al., 2020). Thus, RECs are communities that exhibit strong local and interdependent relationships, especially in their ‘solidary’ intention (Adler and Heckscher, 2006). This feature makes it relevant to understand how participatory processes related to these initiatives can be fostered through persuasive processes.

To fill this gap, this work aims to propose an integrated methodological approach, meaning that both textual/verbal and audio-video features are simultaneously considered in a global analytical procedure. In line with the theoretical framework of the Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986; Briñol and Petty, 2008) as well as with the dual models in persuasive communication (Chaiken, 1989), several communicative elements concerning RECs will be outlined. The investigation of main arguments, discursive strategies, frames, and audio-visual cues will contribute to outlining the main persuasive features of video news focusing on Renewable Energy Communities (RECs) in Southern Italy, considering both their nature (solidarity-based or not) and their project status (under development or already implemented). The aim is to identify communicative strategies that may provide useful insights for fostering citizen engagement and participation by activating either analytic or heuristic processing routes.

Results provide an analytical description of the communicative features, as outlined in the procedure. For each community, textual elements and references to the observed audio-visual cues are reported, organized according to the three research questions. A general overview of these findings will be presented in the discussion section (see Table 2 for a summary of the results).

Our analytical framework distinguishes three interconnected dimensions: (1) informational content (what is communicated), (2) persuasive strategies (how arguments are constructed and delivered), and (3) multimodal elements (visual and auditory support). While conceptually distinct, these dimensions operate synergistically in effective communication. Heuristic and analytical cues, as theorized in the ELM, manifest across all three dimensions, creating complex persuasive pathways tailored to diverse audiences.

The analysis reveals that communicative strategies systematically vary according to the REC’s orientation (solidarity-based/non-solidarity-based) and project phase (implemented/under development). We identified four distinct communicative configurations, each characterized by a specific balance between analytical and heuristic elements, different dominant themes, and coherent audiovisual strategies. This variation suggests that communication about RECs is inherently contextual, with persuasive approaches being tailored to match both the community’s values and the project’s maturity.

Psychosocial literature on persuasive communication and participation emphasized the combined use of central and peripheral pathways to promote participation, including in environmental issues (Lee et al., 2017). Even in individualistic, market-framed contexts, communication is more effective when heuristic cues accompany analytical ones, thus emphasizing social responsibility and sustainability (Higgins and Walker, 2012).

However, a notable gap was found in the literature concerning the communicative features that support participation in energy community projects, including the Renewable Energy Community. REC is acknowledged as a multifaceted construct, encompassing various technical domains and matching different layers of benefits and critical features. Although communication has been identified as a crucial aspect influencing engagement and participation in RECs throughout the project’s life cycle (Dóci, 2021), limited attention has been devoted to the investigation of the different pathways of persuasive communication and how dynamics, contents, and channels can represent opportunities to affect the targets’ intentions to be part of these communities. Since it is not yet a widespread issue, this study aimed to investigate the communicative dynamics and processes adopted to inform about those matters and sensitize and persuade citizens to participate in these projects through a variety of analytical markers deriving from speech and audio-visual analysis, thus implying an integrated approach.

The present study investigated the multimodal communicative strategies adopted in public informative videos about different types of Renewable Energy Community (REC) initiatives in Southern Italy through the application of the Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986; Briñol and Petty, 2008; Poggi and D’Errico, 2022). Our findings provide explorative insights into how varied configurations of analytic (central) and heuristic (peripheral) cues are employed to persuade and engage the public, as well as how socio-cultural context and the specific characteristics of the REC project can influence features of the communication process.

Consistent with previous research (Lee et al., 2017; Higgins and Walker, 2012), our study highlights the importance of integrating both central and peripheral pathways to persuasion in communication for environmental causes. However, our study advances the literature by demonstrating how four distinct communication styles can be identified, each characterized by a specific balance between analytic and heuristic cues, tailored visual and verbal cues, distinct persuasive aims, and audio-visual elements.

For instance, the analyzed video from San Giovanni a Teduccio (Naples) adopted a communicative approach characterized by a harmonious integration of emotional and analytic content. Here, the message emphasized social and economic benefits, using accessible and inclusive language to address the whole community. The inclusion of authentic imagery, such as scenes from neighborhood life and renewable energy installations, along with background music, created an environment that facilitated both rational understanding and emotional resonance. This blend likely enhances viewers’ identification with the project, making participation feel both personally and collectively meaningful. Interestingly, the communication seemed to activate not only the content of “warmth” typically associated with Southern Italian communities (Fiske et al., 2007), but also to construct a counter-stereotypical image centered on competence and capacity for social improvement.

A similar, yet even more emotionally charged, heuristic pathway emerged in the San Severo video. Here, the persuasive appeal was underlined by explicit references to social justice (“No one should be left behind when it comes to energy access”), religious values (“Inspired by Laudato Si′…”), and humanitarian impact (“The fight against energy poverty is real, and we are here to make a difference”). The imagery of charity, active help, and religious symbols reinforced stereotypical themes of warmth and community (Fiske et al., 2007), augmented by affective music that encouraged empathy and moral engagement. Rational arguments and technical data were secondary, indicating that in solidarity-focused RECs, human values and emotional resonance are prioritized over analytical depth. This aligns with the notion that solidarity-based collective action benefits from moral and identity-based motivation (Di Bernardo et al., 2021).

The Roseto video represents a third configuration, where regional identity and group belonging are central. This video privileged heuristic cues, particularly those evoking collective pride and regional leadership (“The Monti Dauni are proving they have the strength to innovate…”). The use of aerial imagery, motivational language, and uplifting music contributed to a narrative centered on competence, progress, and innovation. Unlike San Severo, the focus here was not on humanitarianism, but rather on local pride and the empowerment of the community as a regional actor capable of leading energy transition. Such collective pride can be a powerful motivator when engagement depends on local or territorial identity rather than purely moral values (Martin, 2003).

In contrast, the Sant’Arsenio video was characterized by a predominance of analytic communicative cues. The language used was technical and bureaucratic, focused on data, regulations, official processes, and expert authority. The visual style supported this, highlighting formal documents, meetings, and slides, with a notable absence of background music. This austere style likely signals credibility and seriousness (reinforcing perceptions of authority and competence; Vincze and Poggi, 2022), but may risk alienating lay audiences or those for whom emotional connection is important. Such an approach may be suitable for audiences already predisposed toward analytic processing or in contexts where legal/normative framing is required.

A cross-comparison of the cases revealed a meaningful pattern: the choice of communicative strategy is closely linked to the context and aims of the specific REC project. In solidarity-based communities (such as San Giovanni a Teduccio and San Severo; Cerreta et al., 2024), where values, knowledge-sharing, and social ties are central, communication leverages emotion, shared identity, and moral appeals to foster engagement and participation. In standard (non-solidarity) RECs, the focus shifts toward the technical and the rational, with communication that values objectivity, transparency, and procedural detail.

A key insight is the distinction between solidarity-based RECs (such as San Giovanni a Teduccio and San Severo) and non-solidarity-based RECs (like Sant’Arsenio and Roseto), each one adopting unique framings of the energy transition and deploying specific communication strategies. Solidarity RECs emphasize energy as a fundamental social right and frame their narratives around moral obligations and social justice. A core argument for these communities concerns the well-being of vulnerable populations. In these cases, energy is not defined as a commodity, but rather as a means of restoring dignity and reducing inequality. San Giovanni a Teduccio, for instance, explicitly identifies its mission as helping vulnerable families access affordable energy, tying clean energy to economic relief and profound social transformation. San Severo goes further, invoking the Catholic doctrine of ‘Laudato Si’ to frame renewable energy as a spiritual responsibility and collaborating with Caritas to reinforce messages of compassion and social care. The rhetoric in these cases is highly emotive, with appeals like “This is not just about saving money – it’s about dignity, about giving people a fair chance.”

In contrast, non-solidarity-based RECs approach energy as an economic and technical opportunity, aligning their communication with principles of efficiency, innovation, and strategic regional development. Their discourse emphasizes institutional and policy frameworks, focusing on regulatory compliance, economic incentives, and long-term viability. For example, Sant’Arsenio highlights financial and regulatory aspects, stating, “Through this project, we aim to facilitate regulatory compliance.” Roseto amplifies regional pride, presenting the Monti Dauni as a model for energy innovation and sustainability.

Moreover, videos concerning already implemented RECs (e.g., San Giovanni a Teduccio and San Severo) appeared more complex and interactive, clearly structured toward engagement and involvement. In contrast, communication about under-development communities (such as Sant’Arsenio and, to a lesser extent, Roseto) was more technical, less emotionally engaging, and appeared more concerned with information provision than with persuasion. This appears consistent with previous studies: Dóci (2021) highlights how effective communication and persuasion processes are adjusted to the various stages of the project. The primary purpose of the initial phase of the projects is to inform community members about current developments (which is consistent with the informative and technical nature of communication procedures found in the under-development RECs analyzed). On the other hand, the primary goal of the second phase, when the RECs had already been implemented, was to allow participants to provide feedback or ask questions. It typically took the shape of information events or face-to-face interactions, allowing the initiators to persuade skeptics and opponents (Dóci, 2021). Thus, it is reasonable to think that in this phase, communicative processes will be more focused on people’s persuasion and engagement, using a balanced mix of heuristic and analytic cues.

These findings extend previous theoretical frameworks by demonstrating that the balance of analytic and heuristic cues is not fixed but varies according to project maturity/stage, community context (solidarity-based vs. non-solidarity-based; Cerreta et al., 2024), and specific persuasive objectives. They suggest that future frameworks for REC communication should more explicitly account for the interplay between analytic and heuristic – sometimes even identity-based – tactics, and consider how, for instance, counter-stereotypical cues may be strategically mobilized.

More generally, this study also pursued a theoretical objective, that is, to examine whether the proposed framework could be meaningfully applied to the underexplored context of RECs. As a consequence, from a practical standpoint, these results offer direct utility for communicators, policymakers, and organizations promoting renewable energy initiatives. First, tailoring communication style—not only in terms of analytic/heuristic content but also linguistic register, imagery, and emotional tone—appears critical for maximizing public engagement (Poggi and D’Errico, 2022). Second, leveraging social identity (whether rooted in solidarity, territorial pride, or competence) can function as a persuasive tool, particularly when aligned with community values and religious and historical narratives (Scardigno et al., 2021, 2022). Finally, the effectiveness of legalistic or analytical communication may be limited to audiences already motivated by or accustomed to technical discourses (Petty and Cacioppo, 1986).

Although the present study offers nuanced insight into the persuasive strategies employed in REC communication, it is limited by its focus on a small number of cases and its reliance on video content. Even if this point can be a critical point concerning the overall external validity, it should be argued that, in qualitative methods, there is a wide-ranging discussion concerning validation criteria that can differ from those in quantitative methods (e.g., Konradsen et al., 2013). However, future research should expand the analyzed video sample and also extend to other media (e.g., social media campaigns, in-person events), examine audience reception more directly (e.g., through experimental or survey methods), and investigate cross-cultural differences in how such communication strategies play out.

Thus, this exploratory study has other limitations. The dataset was limited by the availability of Southern Italian video news concerning RECs, and the sources themselves varied in their broadcasting scope (local vs. national), which may have implicitly influenced content and comparability. However, the variety in origin can itself be considered a meaningful variable in communication, reflecting the multi-layered reach and framing efforts of the RECs.

Nevertheless, some strengths points can be identified: due to the low focus devoted to communication processes in RECs, specifically concerning speech and audio-visual cues, this exploratory, qualitative and in-depth work has enabled scholars to deeply comprehend the variety of opportunities and channels for communicating events related to even technical and environmental features through the proposal of an integrated method. Future research could extend these procedures by (a) testing the proposed analytical tools (pathways and variables) on other videos, both within the environmental domain and for more technical content; (b) promoting culturally oriented guidelines for effective communication aimed to informing and sensitizing target audiences. In a field where such processes are often neglected, these findings provide valuable groundwork for future research and practice.

In summary, our study demonstrates that effective public communication around REC projects is inherently context-sensitive and multifaceted, relying on a strategic balance between rational argumentation and affective, identity-based engagement. This has significant implications for designing campaigns that not only inform but also actively inspire and mobilize diverse communities in the transition to renewable energy.

This study provides an exploratory yet integrated analysis of communicative strategies employed in public informative videos promoting RECs in Southern Italy. By applying the Elaboration Likelihood Model (Petty and Cacioppo, 1986), we found that both verbal and audio-visual cues are mobilized differently in central and peripheral persuasive pathways depending on the type of REC (solidarity vs. non-solidarity) and project phase (implemented vs. under development). Overall findings suggest that solidarity-based RECs privilege emotional and moral appeals – anchored in social justice and even religious narratives –, while non-solidarity-based RECs emphasize technical, economic, and regulatory aspects, as well as regional identity and pride. Importantly, communicative strategies are not generalizable but context-dependent, thus adapting to community values, project development, and audience needs.

Beyond extending theoretical applications of the ELM to energy initiatives, this work highlights the practical importance of tailoring REC communication by strategically combining analytical and heuristic cues. Such an approach can enhance citizen engagement, strengthen trust, and foster a sense of identification with energy transition projects. Future research should broaden the empirical base across media types and cultural contexts and assess audience reception to evaluate how these communicative strategies translate into participation and long-term sustainability of RECs.