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Communicating climate change: science, risk,
          attitudes & behaviour




Adam Corner
School of Psychology, Cardiff University
Climate Outreach Information Network (COIN)
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
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
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
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
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)
Values for sustainable behaviour




                  Schwartz (1992)
Social norms
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)
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?

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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)
  • 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?