4. …THE WORLD’S LONGEST DEEP-DRAFT INLAND WATERWAY RUNNING 1900 MILES FROM
THE FURTHEST HEADWATER TO THE MOUTH, CONTAINING A VARIETY OF RICH
ECOSYSTEMS THAT SUPPORT LARGE NUMBERS OF FISH, BIRD, AND ANIMAL LIFE.
5.
6.
7. Sample Size: 1,540 US Adults
Instruments used to obtain results:
1) “Cultural Values” – Used a Hierarchy vs. Egalitarianism and Individualism vs.
Communitarianism Values Scale associated with studies of cultural theory of risk indicating
attitudes toward social ordering (Douglas & Wildavsky)
2) “Science Literacy” – Questions from National Science Foundation’s Science and Engineering
Indicators to test participants general knowledge of science
3) “Numeracy Level” – Series of mathematical word problems to test their mathematical literacy.
4) “Climate Change Risk Perceptions “ using a 0-10 rating scale
8. THE SCIENCE OF SCIENCE COMMUNICATION AS A PUBLIC GOOD
FINDINGS:
• As ordinary people learn more about science and become more proficient in scientific
reasoning they do not reliably support the scientific evidence
• Those with highest scientific and numeric skills are less likely to see climate change as
a threat
• Greater scientific literacy & numeracy levels = greater cultural polarization
9. CULTURAL COGNITION
“Cultural Cognition is the tendency of
people to fit their perceptions of risk
and related facts to their group
commitments.” – Dan Kahan
TWO MAIN PSYCHOLOGICAL PROCESSES CREATE CULTURAL POLARIZATION
OVER SCIENTIFIC INFORMATION:
1) Culturally biased information searching: people prefer to look for scientific
information that supports, rather than opposes, their cultural predispositions.
2) Culturally biased assimilation: When considering information from any source,
people selectively credit or discredit in accordance with their cultural predispositions,
becoming more polarized as they learn more.
11. The Science of “Science Communication”
1) The strategy focused only on improving transmission of sound scientific info is highly
unlikely to resolve controversy
2) Clarifying information on the science will not generate public consensus if the
communicators fail to look for cues about cultural commitments
3) Important to avoid accentuating cues that sustain cultural factionalization
4) Citizens most likely to be turned off when issues are laden with meanings that cause
diverse groups to form opposing positions
5) High degree of individual’s rationality in expressing cultural values actually inhibits the
collective welfare rationality by blocking citizens from converging the best scientific
evidence on how to secure common interest in health, safety, and prosperity
6) Many hierarchical and individualistic people believe action of some type should be
taken and will do so if it appeals to their cultural outlook
7) When distributing sound scientific information, it’s important to take advantage of the
full range of potential policy responses and available advocates who are narrative
resources for opening minds.
8) Important to develop forecasting and management tools to predict controversies and
formulate strategies to circumvent groups from forming opposing positions
9) Appealing to Emotions & Not just Science GE COMMERCIAL WINDFALL
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22. “Green Marketing” Infiltrates Family Games
Bonus Buildings: Wind Farms, Schools & Parks
Protects the rent value of every district it touches
Put “Bonus Buildings” next to your districts to prevent others from building hazards
23. Tunneling moles and gophers can’t stand
noise and vibrations in their subterranean
haunts. Our Mole Chaser’s windmill-like
fan creates an underground ruckus that
sends moles searching for quieter
homes elsewhere.
Specifications at a Glance:
18" L x 18" H
Made from zinc-plated steel with ball
bearing shaft.
Requires a 1/2" Dia. x 9' H pipe (not
included) for mounting.
Effective area up to 75' in diameter
Source: http://www.gardeners.com/Mole-Chaser/30-833,default,pd.html?SC=XNET8502 www.CROH.org
24. Overall, we found that with our experience
it was important to inject humor whenever
possible. With an issue as complex as
industrial wind, there were so many times
when the situation seemed beyond our
control, causing stress levels to skyrocket.
Humor was OUR savior, and we feel it
could be extremely useful in
“Breaking” the Polarization Barrier &
drafting a successful PR campaign….
