This section focusses on the most important developments in the field of social psychology, cultural and media studies, to identify the strongest boosters for eco-empowermenteco-empowerment. It examines the classic concept of self-efficacy proposed by Albert Bandura and links it with Raymond WilliamsWilliams, Raymond’ ‘structure of feeling‘the structure of feeling’’ and Hollywood’s ‘underdog’ narrativenarrative trope. There is a crucial critical analysis of the shortcomings of apocalyptic, or doomistdoomism/doomist, storytelling, followed by the exploration of the self-efficacy-encouraging narratives in the media. A case study is provided that compares drunk-driving campaignsdrunk-driving campaigns with climate communication—this serves to demonstrate the need to identify the factors of vulnerability and threat in specific population groups, and phrase climate communication accordingly. To conclude, the warning against public shaming is given, followed by the pledge to produce more ‘powerful acts of storytelling’. This term is proposed to denote a media artefact distinguished by the focussed, deeply reported and engagingly presented media outputs that evoke strong emotional responses in the audience and shape beliefs.