Moser, S. C., & Dilling, L. (2011). Communicating climate change: Closing the science-action gap.
Title: Communicating climate change: Closing the science-action gap Authors: Moser, S. C., & Dilling, L. Year: 2011
Summary: Moser and Dilling's (2011) article focuses on the challenges and strategies associated with effectively communicating climate change information to bridge the gap between scientific knowledge and public action. The authors argue that despite growing scientific evidence, there remains a significant gap between the public's understanding of climate change and their willingness to take action to mitigate its impacts.
The article identifies several barriers to effective climate change communication, including cognitive, emotional, and socio-political factors. To overcome these barriers, the authors suggest a range of communication strategies, such as:
- Tailoring messages to specific audiences: Understanding the values, beliefs, and concerns of various audience segments is crucial in crafting messages that resonate and motivate action.
- Using trusted messengers: Communicators should work with individuals or organizations that are credible and trusted by the target audience to deliver climate change messages.
- Fostering a sense of urgency without inducing fear: The communication should emphasize the need for immediate action while avoiding fear-based messaging that may lead to feelings of helplessness or denial.
- Highlighting solutions and opportunities: Messages should focus on the potential benefits of climate change mitigation efforts, such as economic opportunities, improved public health, and environmental protection.
- Facilitating social interaction and dialogue: Encouraging open discussions about climate change can help people process complex information, build trust, and foster collective problem-solving.
- Addressing psychological barriers: To engage people effectively, communicators should be aware of and address psychological barriers, such as denial, dissonance, and skepticism, that may hinder public understanding and action on climate change.
- Employing visual and narrative techniques: Using storytelling and visual representations can make complex climate change information more accessible, memorable, and emotionally compelling.
In conclusion, Moser and Dilling (2011) emphasize the need for a comprehensive, strategic approach to climate change communication that addresses the multiple barriers that hinder public engagement and action. By employing a range of tailored communication strategies, it is possible to bridge the science-action gap, motivating the public to support and participate in climate change mitigation and adaptation efforts.