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Communicating Climate Change (Real/percieved barriers to action on climate…
Communicating Climate Change
Popular but ineffective approaches
Communicate the science of climate change
Based on the Information Deficit Model
Doom and Gloom (Fear Approaches)
Likely increase feelings of helplessness
Likely lead to defensive coping strategies like avoiding information related to the topic
Sensationalizing can increase scepticism and resentment towards those trying to change behavior
Though it can be good for drawing attention to a topic, it is not effective for changing behavior
"10 things you can do" approach
Does not include information on the impact of behaviors
Often does not indicate how to overcome barriers (for instance tell you HOW to drive less)
Can be intimidating as to where to begin
People are likely to choose the easiest item on the list with the smallest impact
Too many items, we can only really handle 3-7 bits of information at a time
Financial incentive approach
Very popular for trying to decrease people's energy usage, but unlikely to decrease their overall carbon footprint
Though it may appeal to climate change skeptics, it makes people question if the savings are worth the lack of convenience and comfort
Behavior is not likely to be maintained as income increases
Alternate approaches
Appealing to peoples values, motives and religious beliefs
Connects what you care about to what they care about
e.g. building jobs by fighting climate change
Make climate change seem concrete
Moser (2010) found that we tend to be less receptive to things that we cannot see, hear, or feel
e.g. illustrations where carbon is illustrated concretely
Procedural guides like Wolske's
Includes specific procedural advice specific to the group of people in the place you are talking to
Include impact of the actions
Real/percieved barriers to action on climate change that communication can help solve?
Lack of procedural information
Lack of social support
Sense of helplessness
Other "more immediate" concerns
Perceived sacrifice