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Ten key principles: How to communicate climate change for effective public engagement : Climate Outreach Working Paper

  • 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.

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Author:Maike Sippel, George Marshall, Chris Shaw
Place of publication:Rochester, NY
Document Type:Working Paper
Year of Publication:2022
Release Date:2022/09/20
Tag:Climate communication; Climate crisis; Public engagement
Page Number:40
Institutes:Fakult├Ąt Bauingenieurwesen
Open Access?:Ja
Relevance:Keine peer reviewed Publikation (Wissenschaftlicher Artikel und Aufsatz, Proceeding, Artikel in Tagungsband)
Licence (German):License LogoCreative Commons - CC BY-NC-SA - Namensnennung - Nicht kommerziell - Weitergabe unter gleichen Bedingungen 4.0 International