What’s the best way to Motivate Action about Climate Change?

News Media and Climate Politics: Civic Engagement and Political Efficacy in a Climate of Reluctant Cynicism was released by the B.C. Office of the Canadian Centre for Policy Alternatives in September 2015. It reports the results of seven focus groups from Vancouver who were selected for high levels of awareness about climate change but relatively low levels of political engagement. The responses indicate that positive, optimistic attitudes result from news of success stories, especially concrete examples which illustrate the connection between individual and collective actions. Local information is more engaging; description is more powerful than prescription; and providing information about how to engage politically is just as important as motivating the desire to do so. In addition to the empirical results, this report provides valuable context about other climate change communications research, especially the Yale Project on Climate Change Communication. For an easy-to-read summary of some of Yale’s insights, see the September interview of the Director, Anthony Leiserowitz, in Grist “What’s the Best way to communicate about Climate Change: This Expert offers some Answers”.

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