Language, Frames, and Narratives
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Most communication happens via anecdotes and stories, not graphs and statistics. Although there are limitations to the impact of ‘one-way’ message-based communication strategies, identifying the right linguistic tools and narratives for starting more productive climate conversations is a critical aspect of effective participatory engagement. There are no ‘magic words’, but there are better and worse ways of starting climate conversations. Framing messages to engage with diverse communal values is important, and narratives about climate change that can engage beyond the ‘usual suspects’ and across the political spectrum can shift climate change from a scientific to a social reality. The third principle for public engagement is to tell new stories to shift climate change from a scientific to a social reality.
KeywordsWords Language Frames Narratives Stories Social reality
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