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How to communicate the scientific consensus on climate change: plain facts, pie charts or metaphors?
- van der Linden, Sander L., Leiserowitz, Anthony A., Feinberg, Geoffrey D., Maibach, Edward W.
- Climatic change 2014 v.126 no.1-2 pp. 255-262
- attitudes and opinions, climate change, communication (human), politics
- 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.