Effective communication for social change

Climate change is real, so why the controversy and debate? Often the way science and ideas are communicated affects the response they motivate.
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In this interview, I argue climate science communication should be informed by the psychology of persuasion and communication in conflict. I talk through concrete examples of effective and ineffective messaging and the key factors to consider. The ideas I present here are relevant for anyone working in science communication or social change.

Key points include:

• Highlighting social norms can be a powerful tool, but it can backfire;
• Campaigners should give away the message to speakers who are trusted by the target audience;
• It is better to talk about groups as insiders, positively than from the outside, judgementally; and
• Ineffective messaging can make people more entrenched and hostile.

Watch the full interview below:

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I'd love to hear your feedback. Please leave a comment or a question below and I'll get back to you.

- Winnifred Louis