TY  - RPRT
U1  - Arbeitspapier
A1  - Sippel, Maike
A1  - Marshall, George
A1  - Shaw, Chris
T1  - Ten key principles: How to communicate climate change for effective public engagement
BT  - Climate Outreach Working Paper
N2  - This report summarises up-to-date social science evidence on climate communication for effective public engagement. It presents ten key principles that may inform communication activities. At the heart of them is the following insight: People do not form their attitudes or take action as a result primarily of weighing up expert information and making rational cost-benefit calculations. Instead, climate communication has to connect with people at the level of values and emotions.
Two aspects seem to be of special importance: First, climate communication needs to focus more on effectively speaking to people who have up to now not been properly addressed by climate communications, but who are vitally important to build broad public engagement. Second, climate communication has to support a shift from concern to agency, where high levels of climate risk perception turn into pro-climate individual and collective action.
KW  - Climate communication
KW  - Climate crisis
KW  - Public engagement
Y1  - 2022
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:kon4-opus4-31870
U6  - https://doi.org/10.2139/ssrn.4151465
DO  - https://doi.org/10.2139/ssrn.4151465
SP  - 40
S1  - 40
PB  - SSRN
CY  - Rochester, NY
ER  -