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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