Reorienting climate change communication for effective mitigation: forcing people to be green or fostering grass-roots engagement? Dr David Ockwell July 2008. Overview. The problem: A climate of urgency The public: Where does behaviour change come in to this?
The problem mitigation: forcing people to be green or fostering grass-roots engagement?
The public pre-industrial levels
Current pre-industrial levels
Developing “a communication strategy to change attitudes towards climate change in the UK”
Energy demand in domestic and transport sectors (Defra 2006):
(Defra 2002/Norton and Leaman, 2004/Poortinga and Pidgeon, 2003)
e.g. Michael Thompson's Cultural Theory - individualists, egalitarians, fatalists and hierarchists
Forcing people to be green pre-industrial levels
Additional cost per vehicle
DECREASING RISK FROM CARBON CONSTRAINTS
The politics pre-industrial levels
Peter Madden (Previously Head of Policy at the Environment Agency; Ministerial Adviser at DETR and DEFRA):
‘I don't think that Government inaction on climate change has anything to do with the science.’
John Lawton (Chair, Royal Commission on Environmental Pollution):
‘David Miliband has unquestionably grasped the science….Miliband knows urgent action is needed’.
‘It is not just the politicians, the senior [DEFRA] civil servants get the science too.’
‘… it put the fear of God into them and it is used rather too frequently now as a justification for not doing much with transport.’
Sara Eppel, Director of Policy, Sustainable Development Commission
Implications: pre-industrial levels
a new agenda for research on communication
“… it is not enough for people to know about climate change in order to be engaged; they also need to care about it, be motivated and able to take action”
Two crucial, but distinct roles for communication:
Key = affective (emotional) engagement