Reframing the climate change conversation: using values, explanatory chains and metaphor to increase public understanding of climate change

Sea level rise caused by climate change is a significant threat to communities in the Chesapeake Bay watershed. Audubon, in conjunction with NNOCCI, has crafted a locally applicable methodology for successfully sharing climate messages with the public. If enough voices are trained in proven climate communication techniques, the discourse around climate change will change to be productive, creative and solutions focused. Climate communicators and scientists frequently encounter two pitfalls. The first is assuming people have any understanding of climate science. Although studies indicate many feel it is an important issue, many are largely misinformed about the causes and ramifications of climate change. The second is the tendency to talk about climate in the context of unproductive cultural models. A good example of this is graphically highlighting the dire situation that is faced by polar bears, humans or other species, which lead people to quickly disengage from the issue as “too big and scary to deal with.” Through the use of solid explanatory chains, good climate communicators can fill cognitive gaps and avoid unproductive cultural models. Skilled framers direct the conversation towards helpful cultural models and explain climate issues through step-by-step cause and effect and strategically deployed explanatory metaphors. Skilled framers start the conversation with solutions in mind.