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Corner communicating climate change
- 1. Communicating climate change: science, risk, attitudes & behaviour Adam Corner School of Psychology, Cardiff University Climate Outreach Information Network (COIN)
- 2. What is climate change communication? 1. Clearer presentation of the science/impacts of climate change? >>>scientists, fact-based engagement 2. Public engagement (attitudes, behaviours) with climate change as a societal risk? >>>social scientists, value-based engagement
- 3. Knowledge about climate change • General scientific literacy? Not really (Kahan et al, 2012) • Knowledge about climate science specifically? To some extent (Tobler et al, 2012) • But perceptions of climate change are not primarily driven by knowledge about the subject
- 4. What predicts views about climate change? • Demographics – gender, race & age (McCright & Dunlap, 2011) • Political ideology – (Lewandowsky, 2012) • People filter the facts through their own prior beliefs (Corner et al, 2011) • The weather…the recession… ‘elite’ cues from politicians etc
- 5. Specific challenges for communicating climate science • Uncertainty equated with ignorance – re-frame as ‘risk’? (Pidgeon & Fischoff, 2011) • ‘Psychological distance’ between the risk and the individual (Spence et al, 2011) • Extreme weather events – a paradox for communication about climate change
- 6. What influences sustainable behaviour? • Not simply attitudes>>behaviour BUT don’t discount them altogether • Huge amount of behaviour (and cognition) is habitual • Single behaviours (and individuals) do not exist in a vacuum (Corner & Randall, 2011)
- 7. Values for sustainable behaviour Schwartz (1992)
- 8. Social norms
- 9. Fear and guilt • Messages based on fear/threats are only effective if the threat is personal, direct and can be mitigated… • Smoking >> lung cancer = yes • Climate change >> sustainable behaviour = no (Hoog, Stroebe & de Wit, 2005)
- 10. Communicating CC impacts on health • US research: Public health frame of CC produces stronger emotional reaction, possibly better for Republicans (pollution/poor health) • Disentangling CC >> health relationship analogous to weather >> climate? • Values for sustainability = values for health?