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Effective communication for social change

28/8/2017

1 Comment

 
Climate change is real, so why the controversy and debate? Often the way science and ideas are communicated affects the response they motivate.
​
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:

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

- Winnifred Louis
1 Comment
Alessandra Grahams link
19/5/2021 01:13:13 am

Nioce article. Thank you for sharing the effective and ineffective messaging and the key factors to considers in your video. It's quite informative.

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