Climate Change Communication: Examining the Social and Cognitive Barriers to Productive Environmental Communication

Objectives. This study explores the efficacy of visual appeals that may be used to communicate environmental risk.Methods. To better understand the social and cognitive barriers present in environmental risk communication associated with climate change, we conducted a series of six focus groups. Groups were asked to view images of environmental issues and select the best representation of their feelings out of a range of preselected emotions. While further research is required, preliminary investigation based on the focus groups suggests several themes. Results. First, an individual's familiarity with both an area and an event will decrease the individual's perception of urgency; conversely, the participants expressed greater concern for events that were local and new—in other words, familiarity diminishes urgency, while emergent problems create alacrity. Second, participants expressed a sentiment of tacit blame, in which the participant's own contribution to the issue received less emphasis when ascribing fault. Last, the participants reacted positively toward messages that emphasized a hopeful and solution‐based narrative and were seemingly less motivated by images that relied on fear‐based messaging. Conclusions. Preliminary findings suggest that hopeful, solution‐based messaging may be more effective in facilitating pro‐environmental behavior than either fear‐ or guilt‐based appeals.