Information Deficit Model

Historically, the predominant method of communicating the climate crisis has been through an information deficit model. The assumption is that if the public were informed like scientists, they would take action. Thus, the focus has been on simply providing more information.

This assumption was put to the test by Yale Law professor Dan Kahan in 2012, who found that scientific literacy was inversely related to perceptions of climate risk. In essence, those more knowledgeable about climate science tended to be less concerned about it, particularly among conservative demographics.

This doesn't imply that clearly conveying scientific facts about climate change is unnecessary. However, instilling fear through narratives of doom is not always the most effective strategy.

A study conducted by researchers at Yale and George Mason University in 2014-15 revealed that when survey groups were informed of the scientific consensus—97 percent of scientists agree that climate change is real and human-caused—public understanding of this consensus improved by up to 20 percent.

Facts are crucial, especially those that are easily digestible and reflect a broad agreement.

Engaging Emotions to Inspire Action

A more effective way to communicate climate science aligns with what Daniel Kahneman and Amos Tversky describe as the ‘System 1’ brain in their book, Thinking, Fast and Slow. This cognitive function operates instinctively, relying on gut feelings and intuition. It is the emotional part of our cognition that needs to be activated when communicating climate issues.

Politicians are adept at storytelling, leveraging emotions like patriotism and fear. Some have even manipulated emotional responses for their gain.

Scientists, journalists, and climate communicators must not compromise factual integrity for emotional impact. However, they can use storytelling to engage the analytical ‘System 2’ brain, thereby motivating deeper cognitive engagement.

The traditional Enlightenment-era perspective emphasizes logical reasoning as the driver of progress. Yet, human cognition is primarily emotional, processing feelings and narratives before facts and data.

The challenge lies in activating the heuristic ‘System 1’ brain function, then engaging the analytical ‘System 2’—all while remaining truthful.

The Power of Storytelling

In an era overflowing with information and technological tools, the most effective form of communication remains the storytelling practices of our ancestors—gathering around a fire to share tales.

Renowned public opinion researcher Anthony Leiserowitz emphasizes that storytelling remains our most potent communication tool.

To enhance environmental storytelling, several techniques can be employed, particularly engaging the audience's emotions. Developing compelling characters and igniting the imagination of readers and viewers are equally vital. Notable science fiction writers, such as Kim Stanley Robinson, excel at crafting engaging worlds that vividly illustrate collective climate realities without alienating audiences.

Children’s literature also serves as a powerful medium for climate narratives. Bijal Vachharajani's A Cloud Called Bhura presents a climate dystopia in Mumbai, enveloped in pollution, while maintaining a thread of hope through the children's resolve.

Mobilizing Through Conflict Narratives

Conflict is often overlooked as a storytelling element. While it can induce cynicism and disengagement, when framed correctly, conflict narratives can foster a sense of collective action.

Reflect on historical movements, from the Civil Rights struggle to the fight for women’s rights in Iran.

Each of these movements thrived on a conflict that galvanized support. Thus, conflict narratives—what sociologist Dorceta Taylor terms collective action frames—centered on addressing injustice can inspire public mobilization.

For instance, highlighting community efforts to combat environmental issues can resonate deeply and spur action.

Instilling Pro-Environmental Values

Social psychologist Shalom H. Schwartz identified ten universal human values, with benevolence and universalism correlating strongly with pro-environmental attitudes.

Individuals who prioritize the welfare of others are more likely to care about environmental protection. Promoting these values is crucial for fostering a pro-environmental mindset.

However, contemporary culture often promotes self-interest and consumerism as the paths to happiness. This polarization creates a societal mindset of individualism rather than collective responsibility.

What if we could employ conflict resolution techniques to foster understanding and dialogue across divides? Some journalists are already pursuing this approach, seeking to bridge gaps and work towards societal solutions.

It’s not a stretch to empathize with differing perspectives, paving the way for a united front in addressing our most pressing challenges.

Let us recall the more communal spirit of the past: “Ask not what your country can do for you—ask what you can do for your country.” We must extend that ethos to our planet, recognizing that improving our narratives is the crucial first step.