Communicating climate change : the path forward / Susanna Priest ; with contributions by Neil Stenhouse and Jessica Thompson.
This book asks and answers the question of what communication research
and other social sciences can offer that will help the global community
to address climate change by identifying the conditions that can
persuade audiences and encourage collective action on climate. While
scientists often expect that teaching people the scientific facts will
change their minds about climate change, closer analysis suggests this
is not always the case. Communication scholars are pursuing other ideas
based on what we know about influence and persuasion, but this approach
does not provide complete answers either. Some misconceptions can be
corrected by education, and some messages will be more powerful than
others. The advent of the Internet also makes vast stores of information
readily available. But audiences still process this information through
different filters, based on their own values and beliefs - including
their understanding of how science works. In between momentous events,
media coverage of climate tends to recede and individuals turn their
attention back to their daily lives. Yet there is a path forward:
Climate change is a social justice issue that no individual - and no
nation - can solve on their own. A different sort of communication
effort can help. Effective reactions to climate change require
collective, ultimately global, responses. Susanna Priest makes this
argument eloquently and, through an adept evidentiary look at
journalistic and strategic communication processes, sets the stage for
building a strong societal demand for climate solutions. Sharon
Dunwoody, Evjue-Bascom Professor Emerita of Journalism and Mass
Communication, University of Wisconsin-Madison *** Communication and
other social processes are the essence of science, and Susanna Priest
applies that principle to communication about climate science. She makes
a strong argument that we will only achieve successful climate
communication when we recognize the collective, communal nature of
climate knowledge. Individual knowledge and actions aren't enough; we
must adapt communication research and action to focus on climate change
as a social problem. Bruce V. Lewenstein, Professor of Science
Communication and Chair, Department of Science & Technology Studies,
Cornell University *** Susanna Priest provides a concise but
comprehensive look at climate change communication. This book provides
an invaluable overview of relevant research and theory, from cognitive
processes to social dynamics, and makes a compelling argument that we
need to cultivate critical science literacy among citizens of today's
politically charged, media-saturated societies. Her insights should
prove useful to both science communicators and science communication
researchers. William Evans, Professor, Department of Journalism and
Creative Media, University of Alabama.
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