CRED Guide PDF - The Psychology of Climate Change ...

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3 Translate Scientific Data into Concrete Experience Use Understandable Language Another possible reason for the public’s lack of responsiveness to climate change messages may be caused by low comprehension of or interest in communications laden with scientific language. When talking to the general public, research shows that communicators should, whenever possible, avoid using jargon, complicated scientific terms, and acronyms. Instead, use words that will make sense to the audience. Table 3 below contains words or phrases that are commonly used when discussing climate change and alternative words that get the same idea across more simply. Sometimes only a scientific term is sufficient for getting a point across. In that case, it is important to thoroughly define the term for the audience. Communicators should remember, however, that stringing together too many scientific terms and acronyms may cause the audience to spend their time and mental energy deciphering vocabulary instead of absorbing the overall point. table 3 Examples of Simplified Scientific Terms OBSCURE WORD BETTER UNDERSTOOD WORD Anthropogenic Human induced, man-made Mid-Pleistocene 1 million to 600,000 years ago CH4 Methane IPCC The group of scientists who issue comprehensive assessments on climate science, and were awarded the 2007 Nobel Peace Prize for their work on climate change. Forcing Incoming and outgoing (radiation) energy 385 ppm 2008 level of carbon dioxide in the atmosphere Bifurcation To divide into two parts Perturbation Disturbance Aerosol Small atmospheric particle Center for Research on Environmental Decisions 19 The Psychology of Climate Change Communication
4 Beware the Overuse of Emotional Appeals It may be tempting to conclude that an effective way to communicate climate change information is to place a greater emphasis on its possible consequences. Some go even further, accentuating the risks by declining to mention the uncertainties involved. Such an approach evokes strong reactions in audiences, including fear of worstcase climate change scenarios and even heightened interest in what can be done to avoid them. But while an emotional appeal may make people more interested in a presentation on climate change in the short run, it may backfire down the road, causing negative consequences that often prove quite difficult to reverse. Center for Research on Environmental Decisions 20 The Psychology of Climate Change Communication
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