- Who frames the debates?
- Who dominates the media?
- Naomi Klein argues that logic of capitalism makes it a system incompatible with effective environmental action.
- Is a green and capitalist path possible?
Social Media Campaigns
- Best Ten according to the Guardian, feb 2014
Psychology of climate change communication (see podcast reference below)
Pyschologist Debika Shome suggests: (min 4:22 – 10:31 in podcast)
- Climate change seems geographically and temporally remote – we tend not to react to threats unless they are perceived to be closer, more immediately dangerous.
- experiential v analytical reasoning
- Confirmation Bias: we tend to accept/seek information consistent with that we already believe.
- Mental Model/Frame
- = our thought processes of how things work (made up of facts, intuitions, experiences )
- we all carry many about (e.g. hot faucet water?, have to walk on the right) they can change BUT
- we fit new information into our existing frameworks
- media-makers have to understand the frame of the audience if they want to be understood
- media-makers have to choose frame that resonates with the audience – not to manipulate but to be understood
Tima Banzel from the Ivey School of Business at Western University, London Ontario suggests we should focus on corporations. She says
- corporations have an influence on environmental issues in 2 ways
- they fuel our desire for stuff
- they create emissions producing stuff
- but have little incentive to change/retool for green products
- climate change conversations tend to focus on government or individuals, but she would thinks we need to focus on corporations as potential leaders.
- but there are some problems:
- corporate short termism, less profit now better than bigger profit later
- managers don’t like to shor a short term loss ever
- don’t like uncertainty – the more uncertainty, the more the tendency towards short termism
- her solution
- handful of truly motivated people to make business miserable
- push corporations to act
- push governments to enact policy that lessons uncertainty
Matthew McGregor – director of digital communications at precision strategies and worked on digital team/rapid response for the Obama campaign min 18:55 – 30:48 in podcast
What is his advice for making media, especially short form media for digital campaigns?
- Start from where things really are: Paris Climate Agreement in Dec 2015 was a success, environmental campaigners have done a good job.
- There’s no big moment – instead need to focus on lots of little things, embedding awareness of climate into day to day – get to people bit by bit by bit
- Not enough to be right, in the scientific sense, have to think what actually connects, persuades, moves people
- Factual case is won, focus on the practical/moral case
- People are not interested in your topic, they are looking to be entertained, moved or to learn something in the short, in-between moments of their life
- Less spin is better. Don’t shove things down people’s throats.
- People are more receptive to good outcomes – focus on a vision of a better tomorrow rather than drama about how bad things are – but do not mislead
- He suggests a ratio of about 50/1 focus on vision/attack the polluters/deniers
- PRIORITY is knowing your audience and using emotional frames that connect to their everyday experiences.
Communicating Climate Change: a psychoanalysis – Science Weekly Podcast , Jan 19, 2017 The Guardian