Category: Science Communications
The Death of ‘Green’ and Plan B for Science Communications
Bob Lalasz is director of science communications for The Nature Conservancy.
Maybe the most surprising thing about the demise of The New York Times’ Green blog was that…so many people were surprised by it.
When I attended the ScienceOnline 2013 conference in late January — an annual gathering of digitally savvy scientists and science reporters and communicators held at North Carolina State University — everybody I talked to about Green thought its death was a foregone conclusion.
That’s because the Times had dissolved its environment desk earlier that month, and paying the desk’s two editors to essentially manage a blog is a rather dear expense in today’s precarious newspaper environment.
Still, the Twitterverse erupted in howls when the news finally leaked out last Friday. Bora Zivkovic, the irrepressible blogs editor for Scientific American, summed up the agony:
(Background: When the Times shut down its environment desk, Bora put forth this long post outlining how its reporters who used to be on environmental beats could now evangelize with the rest of the news staff to build an environmental newsgathering ethos throughout the paper, with Green as its flagship. It was a nice theory, but newsrooms unfortunately don’t really work that way — especially as more and more reporters work from home these days.)
I wasn’t surprised when Green got killed, but I was still a little shocked. “Shocked” because, while I saw it coming, the idea of one of the most influential newspapers in the United States giving up its dedicated channel for reporting on energy and the environment is a particularly big tree to fall in the ever-thinning forest of mainstream U.S. environmental journalism.
You probably know the numbers by heart: More than half of all environmental reporting positions at U.S. dailies have been terminated since 2000, and the number of science sections at dailies has fallen from about 150 to fewer than 20.
(And, let’s be frank: The shock for many enviros also stems from the Times’ reputation as a liberal paper, friendly to environmental concerns. As the thinking goes: If even the Times can’t even see fit to keep an environmental blog going, is there any hope of getting our stories back in the mass media?)
Once the shock wears off, though, what does the disappearance of Green mean for environmental science and science communications? It’s more complicated than you might think.
Sanjayan: There’s a Better Way to Communicate about Climate Change
The Orion Magazine blog put up this week an excellent post by Conservancy lead scientist Sanjayan on how his recent trip to Santiago — and the recent, two-day disappearance of that city’s otherwise plentiful water supply — has catalyzed his thinking about how scientists can better communicate the effects of climate change.
While global warming was almost certainly a cause of Santiago’s taps suddenly running dry, Sanjayan writes for Orion that he was surprised there to find that “no one has asked me specifically about climate change — about parts-per-billion, about carbon markets, about a carbon tax, about pipelines, or Kyoto, Copehhagen, or Doha — all the ways U.S. environmentalists and journalists often talk about it.”
Instead, Santiago’s residents wanted to talk about…water supply. So he quickly pivoted to focus on the water issue itself — on a local concern — and conservation measures for the watershed, while avoiding lectures about necessary behavior changes related to emissions. And through this approach, he found people receptive to hearing about climate change.
It’s a fresh and flexible look at why audience-sensitive science communications actually works. Anyone tired of the counterproductive rhetoric and approaches that have dominated climate comms for the last two decades will welcome the model Sanjayan puts forward here.
Why Everything You Know About Science Communications is Wrong, and More Science is the Answer
Recovery begins by admitting you have a problem. But the real problem with communicating science — particularly around climate change and other issues involving risk — is that we’re often focused on the wrong problem. And, as a must-read new paper by Harvard risk communications scholar Dan Kahan argues, only getting truly serious about the science of science communications can keep us from digging the hole even deeper.
Think back to the last conversation you had about climate change with someone who wants global action on the issue. Chances are, the conversation quickly devolved into a cycle of finger pointing that went something like this:
* Blame scientists, because they don’t communicate the risks of climate change clearly and simply enough. Or emotionally enough. Or starkly enough. (Or maybe they shouldn’t be communicating at all, because they’re just no good at it.)
* Blame the media, because they’re not covering climate change enough (or prominently enough, or in a way that connects with people, or with the right mix of local and global relevance, or because they airwaves have been flooded with anti-climate-change rhetoric fueled by big money interests).
* And blame the public, because it’s not scientifically literate enough to understand the risks of climate change, or it’s too distracted by media-fueled triviality to care.
The assumption underlying all this blame? The public isn’t getting the gravity of the problem — because if they did, how could they fail to act? (This is what Kahan and other social scientists call the “public irrationality thesis.”) Ergo: If we could just transfer our scientific knowledge to enough people (and make enough people receptive enough to understand it), those people would of course change their minds to agree with us, change their voting patterns and behavior in the ways we desire…and the world would be saved.
Communications scholars call this chain of reasoning the “injection” or “empty bucket” or “science deficit” model of communications. The real problem: About two decades of science on the science deficit model have shown that it’s not true.
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