PUBLIC RELATIONS
Communication For Climate Change Action
By Irene Mbonge
Climate change influences and is influenced by economic, ecological, and political systems at global, national, and local levels. While there is overwhelming scientific evidence and agreement on climate change, several studies point to the fact that people around the world are becoming increasingly polarized over fundamental questions such as human-induced global warming. Communication strategies to reduce polarization rarely address the underlying cause: ideologically-driven misinformation disseminated through outlets such as social and mainstream media.
In order to effectively counter online misinformation, I posit that we require foundational frameworks that provide comprehensive understanding of the techniques employed in climate misinformation, as well as inform evidence-based approaches to neutralizing misinforming content.
Despite strong evidence, a majority of people from across the world remain confused about the reality of humaninduced global warming. For instance, a study conducted by Yale University dubbed: Climate change in the American mind established that only 12 % of the American public are aware that the scientific consensus on human-induced global warming is higher than 90 %. This misconception is referred to as the“ consensus gap”. In fact, the study established, the consensus gap is also found among science teachers and journalists.
According to this study, Americans are also deeply polarized on the issue of climate change, with political liberals much more accepting of the reality of global warming relative to political conservatives. Even more poignant is the fact that the“ consensus gap” continues to widen.
Addressing the issue of public polarization over climate change requires acknowledging and addressing the cause. In this case, a major contributor to polarization over climate change is decades
In order to adequately respond to online misinformation about climate change, it is vital that we better understand the impact of climate misinformation, the types of arguments employed, and effective interventions that can be deployed through communication. of ideologically driven misinformation campaigns. Misinformation about climate change is found in a variety of outlets including mainstream media as well as social media.
In order to adequately respond to online misinformation about climate change, it is vital that we better understand the impact of climate misinformation, the types of arguments employed, and effective interventions that can be deployed through communication.
Climate change was a bipartisan issue in the 1980s. However, in the early 1990s, Conservative Think-Tanks( CTTs), predominantly in the US- began the process of gradually polarizing the public through misinformation campaigns. While contrarians rejecting the scientific consensus on climate change have branded themselves as“ skeptics”, this is a misleading label as genuine skepticism adopts an evidence-based approach. CTTs continue to employ various communication strategies to achieve their goal. In fact, book publications were a key plank of the early strategies, with over 90 % of climate denialist books published from 1972 to 2005 being produced by CTTs.
CTTs also exploited the journalistic norm of balanced media coverage so that denialist voices received similar amounts of media coverage to mainstream climate scientists. They also recruited a small group of contrarian scientists; the“ charismatic megafauna” of climate denial to challenge science on issues such as climate change, tobacco smoking, and acid rain.
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