1. “North to the Future” Communicating to and from the Arctic Front Lines of Climate Change Susanne C. Moser, Ph.D. Institute for the Study of Society and Environment National Center for Atmospheric Research (Given by Lisa Dilling, Ph.D. University of Colorado, Boulder) ARCUS 17th Annual Meeting & 2005 Arctic Forum ·19-20 May 2005 · Washington, DC

2. Abstract As far as climate change is concerned, the already apparent impacts in the Arctic may well be considered planetary “early warning signals” for problems yet to manifest in other parts of the world. Few in the polar region may need further “proof” that global warming is underway; many will at least recognize that something strange is going on. And yet, to truly engage the public and decision- makers on this topic is likely to be as challenging there as in many other regions. Far from the northern latitudes, removed from the evidence on the ground, people are even less concerned with the issue. Research suggests that the American public’s understanding of climate change is rather limited and on several counts erroneous. Even those who do understand the issue and show great concern do not necessarily translate their worries into action. This presentation will (1) examine the reasons for why scientists have had only limited success in getting through to the public and to policy-makers with their message, (2) look at the impacts of past efforts to communicate climate change on the audience, and (3) suggest strategies for how to improve outreach in a way that takes advantage of the regional evidence and context.

3. Fighting the (pre-lunch) Global Warming Blues

4. Let’s talk about climate change! “Communities are groups of people communicating…” Bill McDonough To communicate – (from the same Latin root as the word communion) >> to impart, to share and to make common To communicate climate change: - to get the message across (better) - to disseminate information (more effectively) - to get others to understand the issue - to convincing the public that the issue is real - to persuade people of the issue’s urgency (or not!)

5. Does anyone care?  ~90% of American public is aware of “global warming”  For ~30% it is personally serious, urgent, worth worrying about  Still confusion about causes of global warming  Global warming seen as inevitable and unfixable  Related to irreversible deterioration of moral values  Few know about solutions; most are believed to be ineffective or irrelevant  We know little about what people think of adaptation “The typical global warming news story overwhelms and immobilizes people.” (Frameworks Institute 2003)

6. Why do we “not care”?  Creeping nature of climate change (not so slow in the Arctic!)  Complexity and uncertainty  System lags and lack of immediacy  Human perception limits and priorities  Communication failures Media channels and practices Failure to explain causes, solutions Bad choice of frames, wrong mental models Active efforts to distort science => polarized debate

7. So where are we now? OUTSIDE THE ARCTICIN THE ARCTIC Climate change is viewed as … uninteresting and irrelevanta day-to-day challenge, unavoidable uncertain, controversial, far off a fact, happening now in the future overwhelmingbeyond our control unsolvable (at least personally)caused mostly by others not urgent like terrorism, economy, life-threatening, urgent health care, or education

8. How can we make climate change more salient?  Make the problem more scary?  Make us feel more guilty?

9. There are better alternatives!  Abide by basic communication rules (who, what, when, how…)  Address the emotional and temporal dimensions of “urgency”  Increase the persuasiveness of the message  Use trusted messengers, broaden the circle  Use opportunities well  Tap into individual and cultural strengths and values  Unite and conquer 400

10. It will take a long breath  Communication legacies of the past  Ups and downs of issue cycles  Conundrum: when governments take charge, public concern declines

11. Strategies for the long haul  Connect climate change to issues for which we feel abiding concern and personal responsibility  Facilitate internalizing motivation to act green  Measuring success as pats on our collective backs  Define a vision of a “better future” Source: National Geographic Source: Larry Hinzman Source: Elke Meissner Source: ABSN (2001)

12. Which future? “The future may well be decided by the images of the future with the greatest power to capture our imaginations and draw us to them, becoming self-fulfilling prophecies.” adapted from: Historian Frederik Polak (1973) Source: Dan Crosbie (photographer), Environment Canada

13. Thank you! Work supported by:  MacArthur Foundation  National Science Foundation  Walter Orr Roberts Institute (NCAR)  Environmental & Societal Impacts Group (NCAR) (now Institute for the Study of Society & Environment) For more information: http://www.isse.ucar.edu/communication/ Moser, S. and L. Dilling. 2004. Making climate hot: Communicating the urgency and challenge of global climate change. Environment 46 (10):32-46. Moser, S. and L. Dilling. Beyond Message: Communicating Climate Change – Facilitating Social Change. (forthcoming edited volume, working title).