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Slides available for download from: http://saffrononeill.wordpress.com/ Visual Q-method materials Dr Saffron O’Neill
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Particular images make us think in particular ways... Visuals help to frame climate change
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Study 1: Image matters 13 major newspapers from US, UK, Australia online versions consulted over a year (2010) article search (inc. news, comment, features, reviews, interviews; excl. blogs) containing ‘climate change’, ‘global warming’ or ‘greenhouse effect’ with an associated image (x = 1,644) O’Neill, S. (2013) Image matters: climate change imagery in the US, UK and Australian mass media. Geoforum 49, 10–19 images from UK newspapers
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Visual climate change coverage by newspaper. Australian newspapers in blue, UK newspapers in green, US newspapers in red. 'Other' is a condensed category (of nine others) for clarity. Image matters results
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a, newspaper ownership influence on visual climate change coverage for all thematic codes. b, newspaper ownership influence on 'people' sub-code. Influence of newspaper ownership on visual coverage tested for significance using Kruskal-Wallis test: *** p < 0.01, ** p < 0.05, * p < 0.1 News Corporation newspapers (Murdoch owned) Newspapers under any other ownership a b Image matters results
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Climate change is contested and politicised -Much newspaper climate imagery features political figures or protest -Levels of visual coverage influenced by political events Climate change is distant to the everyday -climate change as distant to peoples’ everyday lives -e.g. industrial smokestacks, polar ice, distant places; rather than as an issue with both causes and solutions closer to home Image matters conclusions
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Study 2: Engagement with imagery 3 Q-method workshops held (UK, US, Australia) collected rich, in-depth data with a diversity of people (75 participants) two Q-sorts (see photo) undertaken with image subset from Study 1 O’Neill, S., Boykoff, M., Day, S. & Niemeyer, S. (2013) On the use of imagery for climate change engagement. Global Environmental Change, 23, 413–421
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Images used in the Engagement with imagery Q-workshop
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Country ThemeImagesUSUKAus Reasoning climate impacts flood aerial view ice sheet deforestation polar bear cracked ground coral reef ++++ +++ ++ ++++ +++ ++++ +++ ++ 0 ++++ +++ ++ +++ threat is visible, personal, threatening links to (personal experience of) unusual weather imagery is emotive valuing ecosytems climate pollution smokestacks traffic jam +++ ++ +++ ++ ++++ + drastic imagery of carbon pollution feeling disgust, distress blame for industry or government scientific evidencetemperature graph++ evidence for rapid, frightening change people David Cameron Prince Charles Julia Gillard Rajenda Pachuri Bob Geldof Richard Branson Al Gore Barack Obama - - - - - - 0 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - no connection between person and climate change lack of trust in politicians / political system ineffective greenwash hypocritcal climate and religionChurch congregation- - - - - - -no connection between faith/climate change ineffective By-country factor scores show images defining the dominant factor (or discourse). Factor scores converted from Z-Scores and so are a simplified portrayal of participant views. Underlined scores indicate significant difference (p < 0.01) between country cohorts. Engagement with imagery results (saliency)
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Country ThemeImageUSUKAus Reasoning energy futures solar panels electric car traffic jam home insulation wind farm fuel pump ++++ +++ ++ ++++ +++ ++ ++++ +++ ++ ++++ +++ ++++ ++ +++ ability to take personal action ownership co-benefits positive change effective lifestyle choices red meat climate protest ecohouse ++ +++ ++ +++ + ++ + ++ food choices political action sustainable housing political leaders (esp. Australia cohort) Julia Gillard David Cameron Barack Obama - 0 + - + 0 - - lack of trust in politicians / political system climate impacts (esp. UK / US cohorts) flood aerial view cracked earth flooding map coral atoll ice sheet glacier - - - - - - - - - - - - - - - - - - - - - - - - - - 0 - - - - 0 helpless, overwhelmed ‘drop in the ocean’ feeling By-country factor scores show images defining the dominant factor (or discourse). Factor scores converted from Z-Scores and so are a simplified portrayal of participant views. Underlined scores indicate significant difference (p < 0.01) between country cohorts. Engagement with imagery results (efficacy)
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Slides available for download from: http://saffrononeill.wordpress.com/ Studies cited: O’Neill, S. (2013) Image matters: Climate change imagery in US, UK and Australian newspapers. Geoforum, 49, 10-19 O’Neill, S., Boykoff, M., Day, S. and Niemeyer, S. (2013) On the use of imagery for climate change engagement. Global Environmental Change, 23, 413–421 Please contact Dr Saffron O’Neill (s.o’neill@exeter.ac.uk) with any comments or queries. Visual Q-method materials Dr Saffron O’Neill
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