How to communicate the scientific consensus on climate change: plain facts, pie charts or metaphors?
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Previous research has identified public perceptions of the scientific consensus on climate change as an important gateway belief. Yet, little research to date has examined how to effectively communicate the scientific consensus on climate change. In this study, we conducted an online experiment using a national quota sample to compare three approaches to communicating the scientific consensus, namely: (a) descriptive text, (b) a pie chart and (c) metaphorical representations. Results indicate that while all three approaches can significantly increase public understanding of the degree of scientific consensus, the pie chart and simple text have superior recall and are most effective across political party lines. We conclude that the scientific consensus on climate change is most effectively communicated as a short, simple message that is easy to comprehend and remember. Representing the consensus visually in the form of a pie chart appears to be particularly useful.
- How to communicate the scientific consensus on climate change: plain facts, pie charts or metaphors?
Volume 126, Issue 1-2 , pp 255-262
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- 1. Yale Project on Climate Change Communication. School of Forestry and Environmental Studies, Yale University, 195 Prospect Street, New Haven, CT, 06511, USA
- 2. Center for Climate Change Communication and Department of Communication, George Mason University, 4400 University Dr, New Fairfax, VA, 22030, USA