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Tools for a new climate conversation: A mixed-methods study of language for public engagement across the political spectrum |
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| Institution: | 1. School of Psychology, 70 Park Place, Cardiff University, Cardiff CF10 3AT, UK;2. Climate Outreach, 106-108 Cowley Road, Oxford OX4 1JE, UK;1. Department of Psychology, University of Bath, UK;2. School of Environmental Sciences, University of East Anglia, UK;3. Counseling and Educational Psychology Department, De La Salle University, Manila, Philippines;1. Center for Nanotechnology in Society and Department of Anthropology, University of California, Santa Barbara (UCSB), CA 93106, USA;2. Understanding Risk Group and Tyndall Centre for Climate Change Research, School of Psychology, Cardiff University, Tower Building, 70 Park Place, Cardiff, CF10 3AT, UK;3. Center for Nanotechnology in Society, University of California, Santa Barbara (UCSB), CA 93106, USA;1. Dept. of Geography The Open University, UK;2. Dept. of Geography, University of Birmingham, UK;3. Creative Industries, University of South Wales, UK;4. Dept. of Politics, Languages and International Studies, University of Bath, UK;5. School of Architecture, University of Sheffield, UK;6. Sheffield Hallam University, UK;7. Dept. of History, University of Exeter, UK;1. Department of Parks, Recreation and Tourism Management, North Carolina State University, Biltmore Hall 4008, Raleigh, NC 27695, United States;2. Fisheries, Wildlife, and Conservation Biology, North Carolina State University, Turner House, Raleigh, NC 27695, United States;3. Department of Teacher Education and Learning Sciences, North Carolina State University, 317F Poe Hall, Raleigh, NC 27695, United States;4. Deparment of Forestry and Environmental Resources, North Carolina State University, 4225 Jordan II Hall, Raleigh, NC 27695, United States |
| Abstract: | Political orientation and ideology are amongst the most significant influences on climate change attitudes and responses. Specifically, those with right-of-centre political views are typically less concerned and more sceptical about climate change. A significant challenge remains to move beyond this ideological impasse and achieve a more open and constructive debate across the political spectrum. This paper reports on novel mixed-methods research in the UK to develop and test a series of ‘narratives’ to better engage citizens with centre-right political views. Qualitative work in Study 1 revealed two particularly promising narratives. The first focused on the idea that saving energy is predicated on the ‘conservative’ principle of avoiding waste; the second focused on the advantages of ‘Great British Energy’ (based on patriotic support for domestic low-carbon technologies). An online experiment in Study 2 with a representative UK sample compared these narratives with a more typically left-of-centre narrative focused on the concept of ‘climate justice’ with a representative sample of the UK public. Results indicate that the first two narratives elicited broad agreement and reduced scepticism amongst centre-right participants, while the ‘climate justice’ narrative (which reflects a common environmental message framing) polarised audiences along political lines. This research offers clear implications for how climate change communicators can move beyond preaching to the converted and initiate constructive dialogue about climate change with traditionally disengaged audiences. |
| Keywords: | Climate change attitudes Political orientation Ideology Narratives Communication skepticism |
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