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Presentation on theme: "Watch in slide show mode to observe (modest) animation. Download paper here.here."— Presentation transcript:

1 Watch in slide show mode to observe (modest) animation. Download paper here.here

2 A Two-Channel Strategy ( Model! ) of Science Communication

3 1.Cultural cognition & the Science Communication Problem 2.Two-Channel Communication Strategy 3.Engaging the public, satisfying its appetite to know What am I talking about?...

4 Hierarchy Egalitarianism Abortion procedure Cultural Cognition of Risk compulsory psychiatric treatment Abortion procedure compulsory psychiatric treatment Risk Perception Key Low Risk High Risk Individualism Communitarianism Environment: climate, nuclear Guns/Gun Control HPV Vaccination Gays military/gay parenting Environment: climate, nuclear hierarchical individualists hierarchical communitarians egalitarian communitariansegalitarian individualists

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6 Source: Kahan, D.M., Jenkins-Smith, H. & Braman, D. Cultural Cognition of Scientific Consensus. J. Risk Res. 14, (2011).

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8 Source: Kahan, Braman, Slovic, Gastil & Cohen Cultural Cognition of Nanotechnology Risks and Benefits, Nature Nanotechnology, 4(2), (2009) * Change across conditions significant at p < % 25% 50% 75% 100% Perceive Benefits > Risks

9 Source: Kahan, Braman, Slovic, Gastil & Cohen Cultural Cognition of Nanotechnology Risks and Benefits, Nature Nanotechnology, 4(2), (2009) * Change across conditions significant at p < % 25% 50% 75% 100% Perceive Benefits > Risks

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11 “How much risk do you believe climate change poses to human health, safety, or prosperity?” U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence. Higher science comprehension, lower risk perception

12 “How much risk do you believe climate change poses to human health, safety, or prosperity?” U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence. Higher science comprehension, lower risk perception

13 “How much risk do you believe climate change poses to human health, safety, or prosperity?” U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence. Higher science comprehension, lower risk perception

14 “How much risk do you believe climate change poses to human health, safety, or prosperity?” U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence. Higher science comprehension, lower risk perception

15 “How much risk do you believe climate change poses to human health, safety, or prosperity?” U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence. Higher science comprehension, lower risk perception

16 “How much risk do you believe climate change poses to human health, safety, or prosperity?” U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence. Higher science comprehension,

17 “How much risk do you believe climate change poses to human health, safety, or prosperity?” U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence. Higher science comprehension, greater polarization

18 1.Cultural cognition & the Science Communication Problem 2.Two-Channel Communication Strategy 3.Engaging the public, satisfying its appetite to know What am I talking about?...

19 Risk Perception channel 1: content Two Channel Communication Strategy Information channel 2: meaning

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21 study_dismiss scale (α = 0.85)

22 Hierarchy Egalitarianism Individualism Climate change Cultural Cognition Worldviews Communitarianism Climate change Risk Perception Key Low Risk High Risk

23 z_Study dismiss 2 Dismiss Credit Study dismissiveness Hierarch Individ Egal Commun anti-pollution

24 z_Study dismiss 2 Dismiss Credit Study dismissiveness Hierarch Individ Egal Commun anti-pollution

25 Control Condition

26 z_Study dismiss 2 Dismiss Credit Study dismissiveness Hierarch Individ Egal Commun anti-pollution

27 Anti-pollution Condition

28 Geoengineering Condition

29 study_dismiss scale (α = 0.85)

30 Risk Perception channel 1: content Two Channel Communication Strategy Information channel 2: meaning

31 Anti-pollution Condition

32 z_Study dismiss 2 Dismiss Credit Study dismissiveness Hierarch Individ Egal Commun anti-pollution

33 z_Study dismiss 2 Dismiss Credit Study dismissiveness Hierarch Individ Egal Commun anti-pollution

34 Geoengineering Condition

35 Risk Perception channel 1: content Two Channel Communication Strategy Information channel 2: meaning

36 z_Study dismiss 2 Dismiss Credit Study dismissiveness Hierarch Individ Egal Commun anti-pollution

37 z_Study dismiss 2 Dismiss Credit Study dismissiveness Hierarch Individ Egal Commun anti-pollution

38 more polarization less polarization Polarization z_Study dismiss 2 anti-pollution

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40 1.Cultural cognition & the Science Communication Problem 2.Two-Channel Communication Strategy 3.Engaging the public, satisfying its appetite to know What am I talking about?...

41 Risk Perception channel 1: content Two Channel Communication Strategy Information channel 2: meaning

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44 1.Cultural cognition & the Science Communication Problem 2.Two-Channel Communication Strategy 3.Engaging the public, satisfying its appetite to know What am I talking about?...


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