SLIDE 1
Outline
- Why Climate Communication is Important
- Barriers to Climate Communication
- Breaking Through the Barriers in Communication
- Summary
The Importance & Challenges of Communicating Climate Change - - PowerPoint PPT Presentation
The Importance & Challenges of Communicating Climate Change - - PowerPoint PPT Presentation
The Importance & Challenges of Communicating Climate Change Science Jeffrey T. Kiehl Climate Change Research Section NCAR Outline Why Climate Communication is Important Barriers to Climate Communication Breaking Through the
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SLIDE 3
Why Climate Communication is Important
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Yale Project on Climate Change Communication
What’s the Problem?
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Yale Project on Climate Change Communication
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Public Perception of Scientific Consensus on Global Warming
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http://www.wunderground.com
Perception versus Fact
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http://www.wunderground.com
Perception versus Fact
DAVOS 2015
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What the Past Tells Us
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Barriers to Climate Communication
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- Basic Understanding of Science
- Social & Cultural Dimensions
- Economic Dimensions
- Psychological Dimensions
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The Difference Between Weather & Climate Basic Understanding of Science
NASA GISS
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Social, Cultural & Economic Factors
- Challenge to Value Systems, e.g. religious beliefs
- Threat to Independent Agency, e.g. freedom
- Threat to Meeting Basic Needs, e.g. economic stability
- Threat to Privates Sectors, e.g. fossil fuel industry
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Beliefs
Information
Awareness Social Norms Values {Science, Education, Media,...} {Religious systems, Family systems, Personality structure} {Social Constructs, Political Systems, Economic Systems}
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Psychological Dimensions
- Affect Response & Regulation
- Self Identity & Consumption
- Relatedness to Non-Human Environment
- Typological Character Structures
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“affect ... has rarely been recognized as an important component in human judgment and decision making. Perhaps befitting its rationalistic origins, the main focus of descriptive decision research has been cognitive, rather than affective” Slovic et al. (2002)
Affect & Decision Making
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Affective Reactions to News of Climate Change
Fear Guilt Defiance Helplessness Anger Numbness Powerless All are Signatures of Trauma
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Breaking Through the Barriers in Communication
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A Three Stage Process
Part I Part II Part III
Science Narrative with Affective Metaphors & Images How Do You Feel? Explore Solutions
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Connecting People to the Science
- Construct narratives rich in images
- Recognize the importance of felt sense of
experience (e.g. ‘the bank account’)
- Make the climate scientists real people
- Use stories relating the history of discovery
- Use Earth’s history as a means to connect to
warm worlds
- Convey that models are useful tools
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Observations
Theory Models
Public Awareness
Narratives Value Systems
Images Metaphors
Framing
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Summary
- Present the basic facts of Global Warming that
are well understood
- Recognize the psychological processes that act
to modulate people’s reactions to disturbing information
- Seek out images that most effectively convey
the issue of global warming, images that are affect laden recognizing that these images are context specific!
- Leave the audience with a feeling of options