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Re-messaging Climate Change
Photo Courtesy of NASA
By: Jamie Beckett, BJ Boyles, Caitlin Broman, Matt Lipke,
Chris McCarthy, Justin Sackel, Shannon Scarbrough, and
Megan Sullivan
Purpose Address the disconnect between consensus of the scientific community and public understanding
So What?For people to be involved they need to relate and comprehend to the issues at hand
We depend on the health of the environment and the health of the environment depends on the PEOPLE
Our GoalProvide a medium for the Vermont Department of Fish and Wildlife that can effectively communicate conservation issues in hopes for increased public support and funding. This project may also be used as a template for other organizations.
Objectives1. Research and utilize literature on effective science communication techniques.2. Develop a short film on Hurricane Irene, its impacts, and mitigation techniques.3. Develop a conservation plan on flood resiliency for Vermont Department of Fish and wildlife. 4. Develop a survey designed to assess the general public's outlook on certain conservation issues.
Our Plan
1.Communication:Stressor: Climate Science Deniers Receptor: Local and Global PopulationAssessment Endpoint: Potential changed outlook on issue presented to audience member
2. Conservation:Stressor: Flood eventsReceptor: People living within the floodplain and the surrounding ecosystems Assessment Endpoint: Improved infrastructure and flood prevention techniques
Our Methods
● Research
● Engaging the public
● Conducting interviews to produce a short film
Source:climatechangecommunication.org
Source: theconsensusproject.com
Source: Environmental and Energy Study Institute
Source: Environmental and Energy Study Institute
The 6 Americas
Source: Yale/George Mason University
Source: Yale/Mason
source: Gallup
Changing Traditional Methods
Old: Deficit Model
New: Engagement
http://blogs.nature.com/soapboxscience/files/2013/02/scicomm1.jpg
Why Does it Matter?
● Public understanding of climate science = educated decisions about future of environment
● Our project: Increase awareness and gain support for efforts to increase flood resiliency
What affects our beliefs?News source: “Echo-chamber Effect” ● People are exposed to
content consistent with their worldviews and shielded from dissenting views
● Increases polarization resulting in difficulties for policy makers
● Conservative news sources: Fox News, Rush Limbaugh
● Non-conservative sources: CNN, MSNBC, NPR
Feldman, L. et al., 2014
What affects our beliefs?
Politics
Gallup
What affects our beliefs?
Economy
Gallup
“For each 3.1°F that local temperatures in the past week have risen above normal, Americans become 1% more likely to agree that there is ‘solid evidence’ that the Earth is getting warmer.”
Egan & Megan Mullin 2012
The Theory of Motivated Reasoning:
Illustration: Jonathon Rosen
Feinberg and Willer 2010
Offer Solutions
Instill Hope
Climate Change Elevator Speech
https://www.youtube.com/watch?v=PGmk-4bpIVs
https://www.youtube.com/watch?v=gpEGBgHxNTQ
Interview with Skeptic Marc Moron and Professor Watson on BBC
Myth Debunking 101● Tricky because debunking may further reinforce myth
o take care to avoid backfire effects Familiarity Backfire Effect Overkill Backfire Effect Worldview Backfire Effect
● It’s not what people think but how they thinko people aren’t computers - complex cognitive processes,
emotions● To effectively debunk a myth, you need to fill the gap with an
alternative explanation
Source: Myth Debunking Handbook
Familiarity Backfire Effect Overkill Backfire Effect Worldview Backfire Effect
Debunking reinforces myth
Not understanding leads to not accepting as true
Simple myth more attractive than complex truth
Cognitive processes associated with can lead to unconscious information bias
(Confirmation bias)
People shown flyer debunking myths about vaccines were asked to take a test to separate fact from myth - scored worse than if never presented with myth(Skurnik, I., Yoon, C., Park, D., Schwartz, N. 2005)
Information that is easier to process is more likely to be accepted as true
(Schwartz et al. 2007)
People were presented facts they gravitate towards info they already agree with
(Taber & Lodge 2006)
Approach: focus on the facts, avoid bringing up the myth
Approach: stick to the facts, keep it simple
Approach: self-affirmation,re-framing
Source: Physics Today
Avoid scientific jargon and words with double meaning
Connecting with people’s values
What pulls on your audience's heart strings?● Saving money?● Stewardship?● Skiing?● Children’s future?● Health?● What do Vermonters care about?
Communicating with the Public● Avoid science jargon.● Know your audience, relate to their
lives.● Relatability ($, things they love)● Appeal to their emotions and their
worldview.● Use easy to understand and
aesthetically pleasing visuals.● Foster hope! Be positive!
[Science-Jargon/ Relevance] x Passion = Understanding
Visual Communication - Appeals to the
senses - example: video, colored graphs,
pictures
Allows:- Immediacy- Simplicity- Flexibility
Film - A Powerful Tool
● Collaboration between different people● Builds networking for you/your ideas● Tracking and demographics available
through online sites● Easy to get feedback● Super fun!
BAMIE WHAM TIME!
https://www.youtube.com/watch?v=9Dv8lUyo2l4
Our Short Film
● Short film about Irene, her aftermath, and flood resiliency
● Interviewed several different people● Using actual footage from storm and
recovery efforts● Hopefully can be a template for VT Fish
and Wildlife
Personal example - Elixir
● Science fiction but grounded in reality● Theme of water availability and
privatization issues● Uses concepts, ideas, and case studies
we have talked about in our classes● Brings certain issues to light● Combine forces with others (Oxfam
and WASH)
Elixir Sizzler
https://www.youtube.com/watch?v=jHYyH27H9ZU
https://www.youtube.com/watch?v=vf4J5JKrcwk (Trailer #1)
Elixir
Climate Change & Flood Resilience
● Conservation focus: flood resilience
● More intense storm events and higher precipitation levels = more and more flooding, regardless of whether or not climate change is to blame
Source: AP Photo, The Canadian Press, Ryan Remiorz
The Issue:
The state and EPA plans often ignore conservation actions, even though they very clearly lead to improved flood resilience. ● The Vermont Department of Fish and Wildlife
does not receive support for effective and beneficial projects
Conservation Plan
Flood Resilience● Legislation for the protection of
wetland and floodplain habitatWetland and floodplain protection!!! Why?
They are a main defense for upland as they catch rising waters and slow them down.
Provide waterfowl habitat.
Could even consider artificial wetlands near cities and towns.
Dredging and Stream Channelization
Flood Resilience
River Corridors● Buy/ protect flood prone areas● Riparian Buffers and streambank stabilization to
prevent erosion and stream incision● Larger fish culverts cause less channelization
and allow higher peak flow before flooding occurs
● Discourage new development o New development outside vulnerable areas
A message from Julia Roberts...
https://www.youtube.com/watch?v=WmVLcj-XKnM
Conclusion
● Riparian buffers● Floodplain and wetland
protection● Methods for
communicating climate science
Conclusion
● Ultimately, through various mediums, we have worked to paint a vivid image of the impact that climate change can have on a very local scale.
● The effects of climate change are everywhere, we must get individuals to understand the science in order for them to see the global impact it has.
Special thanks to Tom Rogers from VT Fish and Wildlife for his leadership and contributions to this project.
Acknowledgments
Breck!Carol AdairInterviewees; Stephanie Castle, Liz Holtz, Ryan McNally, Jamie Beckett
BibliographyCook, J., Lewandowsky, S. (2011), The Debunking Handbook. St. Lucia, Australia: University of Queensland. November 5. ISBN 978-0-646-56812-6. [http://sks.to/debunk]Feldman, L., Myers, T. A., Hmielowski, D., Leiserowitz, A. 2014. The mutual reinforcement of media selectivity and effects: Testing the reinforcing spirals framework in the context of global warming. Journal of Communication 64:590-611.Schwarz, N., Sanna, L., Skurnik, I., & Yoon, C. (2007). Metacognitive experiences and the intricacies of setting people straight:Implications for debiasing and public information campaigns. Advances in Experimental Social Psychology, 39, 127-161.Skurnik, I., Yoon, C., Park, D., & Schwarz, N. (2005). How warnings about false claims become recommendations. Journal of Consumer Research, 31, 713-724.Taber, C. S., & Lodge, M. (2006). Motivated skepticism in the evaluation of political beliefs. American Journal of Political Science, 50, 755–69.