Data storytelling as a tool for the acceptance of sustainable fishing practices in small-scale fisheries

Abstract

Purpose: This study examines whether a brief data storytelling video is associated with pre-post differences in small-scale fishers’ acceptance indicators for sustainable fishing (economic-benefit orientation and support for sustainability policies) and describes post-intervention self-reported behavioural intentions.

Approach/methodology/design: We conducted a mixed-methods, single-group pre–post pilot study with 16 small-scale fishers in northern Dalmatia. Participants completed a baseline questionnaire, watched a 3:46-minute data storytelling video designed using multimedia learning principles, and then completed a follow-up questionnaire with post-intervention open-ended items. Pre-post differences were examined using Wilcoxon signed-rank tests, and qualitative comments were analysed using reflexive thematic analysis.

Main findings: After watching the video, participants reported high motivation and strong self-reported behavioural intentions for practical actions (e.g., using selective gear and complying with regulations and quotas). Intentions were weaker for measures perceived as more restrictive or collective (e.g., seasonal bans and broader conservation initiatives). In this pilot sample, post-intervention ratings were significantly higher for indicators of perceived long-term economic benefits, and support for sustainability-oriented policies.

Research limitations: The findings are exploratory due to the small sample, absence of a control group, and reliance on self-reported outcomes measured immediately after exposure. The study does not measure observed behaviour.

Practical implications: Brief, locally grounded video narratives can complement technical communication by translating evidence into understandable, locally relevant messages and addressing concerns about legitimacy and fairness.

Social implications: Communication interventions that integrate scientific evidence with fishers’ perspectives may foster more inclusive, trust-based governance dialogues.

Originality/value: The study provides exploratory pilot evidence on data storytelling as a communication intervention for acceptance indicators in small-scale fisheries and links exploratory indicator patterns to fishers’ evaluations of persuasive narrative elements.