Climate

Miscommunication
A look into the controversy of climate change
48%
Of Americans believe in human caused climate
change… Why?
Belief in climate change is not dependant on
scientific understanding
Cultural Values Indicate Risk Perception

Hierarchical

Individualism Communitarian

Egalitarian
 The “Six Americas” helps climate
communicators know their audience

Concerned
33% Cautious Disengaged
Alarmed Doubtful Dismissive
18%
19% 12% 11% 7%
Scientists are not communicating properly to
the Dismissive and the Doubtful

Dismissive Doubtful

Think Scientists disagree on Think climate change is not

climate change a threat to people
 Scientists must focus on the Dismissive and
Doubtful’s values, not just accurate science

Positive economic impacts Threats to them as Climate threats to

from climate action an individual American industry
 Scientists can use this information to dispel
some controversy, but there is much to learn

Work with communicators Show impacts for Focus on human

to dispel myths everyday Americans benefits of climate
action
Goals for Presentation

1. Enunciate
2. Make the presentation engaging
3. Try not to rely on the data so much, and make the presentation more
like a story
Sources

Kahan, Dan M. “Climate-Science Communication and the Measurement Problem.” By Dan M. Kahan :: SSRN,
SSRN, 2 July 2014, papers.ssrn.com/sol3/papers.cfm?abstract_id=2459057.

Kahan, Dan M., et al. “The Tragedy of the Risk-Perception Commons: Culture Conflict, Rationality Conflict, and
Climate Change.” By Dan M. Kahan, Maggie Wittlin, Ellen Peters, Paul Slovic, Lisa Larrimore Ouellette, Donald
Braman, Gregory N. Mandel :: SSRN, SSRN, 24 June 2011,
papers.ssrn.com/sol3/papers.cfm?abstract_id=1871503.

Matlock, Teenie. “ The Role of Framing in Climate Communication”. Gowen Hall, University of Washington,
Seattle. 6 October 2017. Seminar.