Reframing Word Choices | eePRO @ NAAEE
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Reframing Word Choices

Fri, 2019-06-07 16:22

Hi All!

I recently watched a webinar on communicating conservation messages. Some of the less effective approaches are pretty well known: doom and gloom, fact-first, and messages of loss or scarcity. It's takes a lot more effort to provide messages that motivate. What are some of your personal best strategies? What are some of the most motivating campaigns you have seen? Are you trying to work through some tricky messaging and could benefit from help of our group members? Tell us what you've got!

Mon, 2019-06-10 15:20

I work for a government agency where discussions of climate change have to be communicated very carefully. One of the ways I work around the issue of messaging is find a common ground with my audience. Everyone wants clean air, water, land, etc. I usually start there instead of going into "doom and gloom" climate change discussion. I find out a little bit about my audience before hand and work my messaging around their values. Do they value economic development? Are they hunters? ranchers? miners?religious? How do I share those values with them. I build common ground with what they value and need first. Most people I talk to don't care about the scientific evidence or facts about climate change and this is tied to their identity. If their ideology is based in climate change denial then they will see any evidence supporting it as an attack on their identity. Therefore, I use as little scientific jargon as possible and frame the issue into something they would be interested in based on their values. I have found that to be extremely helpful to approach the conversation with various audiences.

Tue, 2019-06-11 09:07

Brooke, Great to see your focus on common/shared values. If you haven't already, I'd recommend reading George Lakoff's work on values and framing messages, particularly related to sociopolitical debates.

Wed, 2019-08-07 15:30

Since you asked about tricky problems, I thought Iʻd throw this one out! We are dealing with a tree disease that is killing a beloved, well-known type of native tree (keystone forest species) here in Hawaii. It is a fungus, completely new to science, and when a tree becomes infected it is a death sentence- there is no known cure. Itʻs been 5 years since we identified the disease, and we encourage people not to wound trees clean tools with alcohol etc., but I feel that people are waiting for scientists to come up with some kind of prevention or cure. Because of the nature of the disease (think chestnut blight), there is unlikely to be one. I worry that soon (a little bit is already happening!) we will be facing the frustration of a public wondering why "the scientists havenʻt figured it out yet". Already, there are a number of snake-oil salesman popping up, offering various "cures" and claiming that the "government is wasting millions of dollars" (lol, more like a few hundred thousand) on research. I want to sort of begin to gently prepare folks for the reality that there is likely not going to be a treatment to save these trees, and we are dealing with a huge loss. Anyone have any thoughts on this complicated issue?

Mon, 2019-08-12 13:08

Hello,

I was just discussing a similar concept with other educators! I work in a zoo setting and a lot of conversations end up being about extinction, habitat loss, and the mistreatment of animals.

We discussed how the problems can seem too grand and our actions too small. Even when we follow the problem with ways we can help, guests often feel guilty and take responsibility for not having done the sustainable actions prior. Overall, everyone feels discouraged.

As mentioned by Brooke, it is important to read your audience. Does this person care actually care? What is the age group? Will I lose their attention if I start mentioning something negative? What is their baseline knowledge of the concept? You can adjust your messaging based on their level of interest. It is OK to not hit everyone with the hard conservation messaging. If you develop their interest in the topic, they will begin to admire it and in turn, what to preserve it.

With all of the concepts we are messaging in EE, it is important to remind your students (and yourself) that there is still hope everywhere. Advancements and discoveries are constantly being made and we need to celebrate the little things! It is helpful to remind guests that there is always something they can do to help and their impact matters.

In reply to Brooke Wheeler
Tue, 2019-08-13 02:58

Brooke,

I’m a new add to this group and appreciating the conversation.

I specifically appreciated how you focus on finding common ground first when addressing climate change conversations.

You wrote: “One of the ways I work around the issue of messaging is find a common ground with my audience. Everyone wants clean air, water, land, etc. I usually start there instead of going into "doom and gloom" climate change discussion. I find out a little bit about my audience before hand and work my messaging around their values. Do they value economic development? Are they hunters? ranchers? miners?religious? How do I share those values with them. I build common ground with what they value and need first.”

Climate communicator Katharine Hayhoe discussed this very point—the need to connect “over shared values like family, community and religion”—in a 2018 TEDWomen presentation entitled “The Most Important Thing You Can Do to Fight Climate Change: Talk About It.” This presentation is available at: https://www.ted.com/talks/katharine_hayhoe_the_most_important_thing_you_....