Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change...
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![Page 1: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/1.jpg)
Clearly Communicating with the Public about Climate Change
Teresa MyersCenter for Climate Change Communication
George Mason University
![Page 2: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/2.jpg)
“Everything should be made as simple as possible, but not simpler.”
![Page 3: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/3.jpg)
Identify your Audience
![Page 4: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/4.jpg)
Global Warming’s Six Americas
![Page 5: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/5.jpg)
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
![Page 6: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/6.jpg)
Concerned Claudia
• Fairly high on certainty, human causation & threat
• Uncertain about the effectiveness of action, collective & own
• Average attention to news & public affairs content
![Page 7: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/7.jpg)
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
![Page 8: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/8.jpg)
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
![Page 9: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/9.jpg)
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.
![Page 10: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/10.jpg)
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
![Page 11: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/11.jpg)
Global Warming’s Six Americas
![Page 12: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/12.jpg)
Identify your Key Messages
![Page 13: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/13.jpg)
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
![Page 14: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/14.jpg)
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
![Page 15: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/15.jpg)
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
![Page 16: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/16.jpg)
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
![Page 17: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/17.jpg)
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
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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
![Page 19: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/19.jpg)
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
![Page 20: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/20.jpg)
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
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![Page 22: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/22.jpg)
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 .
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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.
![Page 24: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/24.jpg)
The less we say, the more we are heard (but we need to say it often).(but we need to say it often).
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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
![Page 26: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/26.jpg)
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
![Page 27: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/27.jpg)
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
![Page 28: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/28.jpg)
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
![Page 29: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/29.jpg)
Simple, clear, messages – repeated often – by a variety of trusted sources.
![Page 30: Clearly Communicating with the Public about Climate Change Teresa Myers Center for Climate Change Communication George Mason University.](https://reader036.fdocuments.us/reader036/viewer/2022081513/551a7dc7550346b52d8b550b/html5/thumbnails/30.jpg)
All 4C reports can be downloaded at:
Climatechangecommunication.org
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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.