Post on 31-Mar-2015
transcript
Clearly Communicating with the Public about Climate Change
Teresa MyersCenter for Climate Change Communication
George Mason University
“Everything should be made as simple as possible, but not simpler.”
Identify your Audience
Global Warming’s Six Americas
Alarmed Alice
• High certainty, belief in human causation & high perceived threat
• Uncertain about the effectiveness of action, both collective & own
• An opinion leader• High public affairs media use
Concerned Claudia
• Fairly high on certainty, human causation & threat
• Uncertain about the effectiveness of action, collective & own
• Average attention to news & public affairs content
Cautious Carl
• Weak on certainty, human causation & threat
• Unlikely to discuss or seek info on climate change
• Very low attention to the issue • Middle-of-the-road views opinions• Average media use, lower attention to
news
Disengaged Diane
• Very low on certainty, human causation & threat
• Has never thought about the issue• Traditional religious beliefs, lowest trust
in science• Very unlikely to discuss or seek info• Low civic engagement• Low attention to news, but high TV
viewers
Doubtful Dan
• Occasionally discuss the issue & pay attention to energy conservation information (but not global warming info).
• Average attention to most news.• Most trusted source: family & friends;
low trust in mainstream news media & environmental groups.
Dismissive David
• Very low on all key beliefs• May view climate change as a hoax• Likely to be an opinion leader
advocating against action• Strong individualistic values• Specialized media diet, with preference
for sources that reflect his own point of view
Global Warming’s Six Americas
Identify your Key Messages
Key Beliefs about Climate Change
1. Climate Change is Real2. It is Human Caused3. It is Bad for People
4. It is Solvable5. Scientists Agree
These audiences have different information needs.
I’d like to know what our nation (and what I) can do to address
the problem.
Source: Yale & George Mason
1. Climate Change is Real2. It is Human Caused3. It is Bad for People
4. It is Solvable5. Scientists Agree
These audiences have different information needs.
I’d like to know what our nation (and what I) can do to address
the problem.
I’d like to know what harm this problem will cause.
Source: Yale & George Mason
1. Climate Change is Real2. It is Human Caused3. It is Bad for People
4. It is Solvable5. Scientists Agree
These audiences have different information needs.
I’d like to know what our nation (and what I) can do to address
the problem.
I’d like to know what harm this problem will cause.
I’d like to know why I should
trust you.
Source: Yale & George Mason
1. Climate Change is Real2. It is Human Caused3. It is Bad for People
4. It is Solvable5. Scientists Agree
Alarmed Alice
• Information on the effectiveness of action will give her hope
• Correct her misconceptions• Likely to read information, process it
carefully & accept it• She will share what she’s learned with
others
Concerned Claudia
• Focus on what she can do & how it will help
• Increase her sense of the local, immediate & human threats
• Teaching her about the impacts of her actions will increase her reduction efforts
• Address her loss of trust in scientists & loss of certainty
Cautious Carl
• Normative messages may influence him• Don’t talk about the number of people
doing the wrong things – instead point out & praise the right actions. The more he believes others like him are concerned & environmentally aware, the better
• Localize the threats & emphasize the scientific consensus to increase his certainty
Disengaged Diane
• Narratives may capture her• She’s not yet aware that global warming
is a problem.• Needs to understand the impacts on
people here and now
Doubtful Dan
• Focus on energy independence, economic opportunity, and responsible stewardship.
• They’re not likely to be persuaded on the issue, but may be influenced by framing in terms of their core values .
Dismissive David
• Not a promising target audience.• Distrustful of climate science and
climate scientists• Unlikely to change his beliefs about
climate change, but willing to reduce energy use to save money.
The less we say, the more we are heard (but we need to say it often).(but we need to say it often).
The less we say, the more we are heard (but we need to say it often).(but we need to say it often).
1. Identify what is most important to convey
The less we say, the more we are heard (but we need to say it often).(but we need to say it often).
1. Identify what is most important to convey
2. Find ways to make your points simply and concretely
The less we say, the more we are heard (but we need to say it often).(but we need to say it often).
1. Identify what is most important to convey
2. Find ways to make your points simply and concretely
3. Convey them early and often
The less we say, the more we are heard (but we need to say it often).(but we need to say it often).
1. Identify what is most important to convey
2. Find ways to make your points simply and concretely
3. Convey them early and often4. Make it easy for people in the target
audience to convey them to each other
Simple, clear, messages – repeated often – by a variety of trusted sources.
All 4C reports can be downloaded at:
Climatechangecommunication.org
Teresa MyersConnie Roser-RenoufEdward W. MaibachGeorge Mason Center for Climate Change Communication
Anthony LeiserowitzYale Project on Climate Change Communication
http://climatechange.gmu.eduhttp://research.yale.edu/environment/climate
Many thanks to the generous funders who make this research possible, including the NASA Science Mission Directorate, Grantham Foundation for the Protection of the Environment, the Surdna Foundation, and the 11th Hour Project.