Climate change is undoubtedly a critical issue in the 21st century, if not the most. Its widespread impact has caused a buzz, trending in the news and other outlets. This, of course, has triggered several responses globally and locally, some of which have been productive, thus resulting in direct and sustainable actions. Others, unfortunately, have created unintended counterproductive measures.
In truth, we see that people have been informed about what climate change is and its impact on living a normal life. Considering its universal reach, a well-rounded, global reaction is expected. Hence our questions: Why are there differing responses? Why do people understand it differently? Although, there is no harm in that, as it is unique to each individual’s reality. In this context, however, some beliefs might cause inconsistencies between fact and their “truth”.
To better understand, we will need to draw insight from communication as a study, as part of the concerns for climate change lie in the contradictions and miscommunication of the issue. The inability to communicate with the right style/manner and carefulness and discernment needed in communicating the catastrophic and emotional reality of climate change to a diverse range of people is also an issue that needs attention.
So what does it all mean?
Climate change communication, on the surface, explains how climate change is conveyed to the general public, that is, the physical parts that go into efforts to communicate climate change. Attention is usually placed on communication by print, media, or physical interactions. It also concerns translating climate change information into languages and signs everyone can understand. But of course, we’ll soon see that this alone isn’t effective in communicating the truth about climate change, mainly because of the existence of underlying challenges in comprehension that are required in completing the circle of effective communication.
Climate change communication is chaotic
Why this deeper insight is critical lies in the knotty and — sort of — chaotic fashion climate change is introduced to many. It is sometimes enough to throw one into a frenzy (eco-anxiety), creating an overwhelming burden to act, an unfortunate effect that leaves you unable to rationalise what has just been communicated.
Sadly, though the information about its urgency is being passed, to many, climate change isn’t an urgent issue requiring a deliberate, calculated, and quick response. Another factor is people’s difficulty in noticing a visible link between the issue of climate change and its propensity to affect their lives greatly. This detachment could be related to a lack of willful environmental responsibility. Consequently, climate change is completely missing from people’s priorities.
On a surface level, what constitutes climate change communication rests on planning to ensure unaccustomed environmental terminologies are broken down into simpler terms. Unfortunately, this does nothing to solve the problem, as it will not touch on the intricacies of communication, which are often difficult to recognise.
The problem
The international science community recognised the seriousness of climate change in the early 1970s and has subsequently devoted considerable effort to improving our understanding of science. However, these expert reports are highly technical documents, replete with jargon and complex terminologies, largely incomprehensible to lay audiences.
Also, a large proportion of the population is not well informed about the risks of climate change, with some believing the science is uncertain and inconclusive.
The internet and climate change information.
This is the largest unmonitored way of passing information to a mass audience. Many science journalists have no background in the subject, impacting how the audience assimilates climate change information. Furthermore, journalists and editors often seek to dramatise reports, crafting alarming headlines to attract readers’ attention while causing confusion and anxiety. This inadvertently makes the audience feel helpless and unable to act. Hence, the importance of public media in climate change communication to lay audiences.
With the advent of cyberspaces, a vast source of information, including climate change science, has become available to a significant sector of the general public. Most research institutions now have websites filled with information on climate model results, climate trends, projected impacts of climate change, and other valuable data, making the knowledge very accessible.
Unfortunately, the Internet has also become how non-experts promote their polarised views or foster the propagation of misinformation to protect vested interests. Such views can be exaggerated claims of pending disaster or denial of the need for concern about climate change, or even obsessive focus on the effects of climate change to spur fear and tension that deplete mental health. Many of these sites are well designed and attractive to visit but provide no credentials of the author’s expertise or role, if any, within the research community.
Bridging the gap
A study by the Columbia University Centre for Research on Environmental Decisions (CRED) outlined important aspects for information on climate change to be fully understood by the general populace. They include:
1. Language, metaphor, and analogy
Often, we present humanity as a hopeless climate change victim, reducing the likelihood to act because the repercussions seem inevitable and daunting.
Climate change information is absorbed when the audience gets a message of hope for the future and believes that environmentally vulnerable communities can act. For instance, instead of painting stories of seemingly helpless victims of climate change, like communities that experience flooding or extreme heat, we should promote reports of climate change heroes doing everything they can to avoid that doomsday scenario we fear.
2. The use of visual imagery, storytelling and experiential examples
Telling and sharing stories is one of the essential tools to show climate change is happening and that we can do something about it, we need to find strength, encouragement and inclusion in our fight against climate change and that is why storytelling is important. The use of imagery can include pictures, videos, and even real-life scenes. These often work better when they boost stories of people taking action on climate change.
3. A balance between mere stories with scientific information
Climate change communication is not just for the scientifically savvy few; it spans the human race. Hence, there is a need to balance the scientific ‘jargon’ with what the general populace understands, especially the “lay-man”.
Traditional statistical climate change presentations rarely convey that it is an immediate challenge, and many are left with the impression that nothing can be done. Stringing together too many scientific terms and acronyms may make the audience spend their time and mental energy deciphering vocabulary instead of absorbing the overall point.
4. Employing trusted groups for advocacy
To make climate change messages effective, individuals need to feel that their perceptions of the effects of climate change are validated, fact-checked and corrected to positively match those of their social groups provided they’re factual and unbiased. A way to do that is by consulting credible sources and juxtaposing their views with yours to sort out the truth without gaslighting yourself People often acquire their ‘scientific’ knowledge from others who share their values and whom they trust and understand.
Conclusion
Communication shapes how we see and value the world. Therefore, climate change communication is essential in raising awareness of the issue and its impact. However, it can be quite difficult seeing that it is abstract and intangible, but effective climate change communication ensures that appropriate responses and mitigating actions are taken. It takes a well-informed crowd to be rightly motivated and ultimately get involved. To a large extent, climate change is shaped by various experiences, mental and cultural models, underlying values and worldviews. However, a well-rounded approach to communication plays a critical role in ensuring a sufficient understanding of the concept and the gravity of its impacts and the impediments to action. Hence, it is paramount that it is more nuanced, empathetic, and tailored to apply to the reality and local situation of the people receiving the message.
Keynote: The expectation of the person receiving the message, rather than the message or the medium, is the main criterion for the psychological analysis of communication. Our diverse experiences, mental and cultural models, values and worldviews all influence our perception of climate change communication.