You're My Hero

I’ve talked pretty extensively about framing, and how it helps to tailor messages to the individual. Capturing a particular message on climate change which attracts specific attention and can help make the problem understandable. Now the issue with framing is that given the multiplicity of the public you can end up with hundreds of different frames, and should a person encounter more than one in a short space of time this could be confusing or overwhelming. So is there a frame that can reach everyone?

Jones 2014 has used a message as old as civilization itself. Stories, that is a tale with a setting, plot, characters (both good and bad) and a moral or solution have been successful in various fields but especially advertising (Matilla 2000). Just take a look at the Christmas adverts this year with John Lewis’ Monty the Penguin or Sainsbury’s war time fable.

Across the entire political spectrum, turning climate change into a story had a great impact on understanding and willingness to act. However it was not the setting, nor the moral or even the bad guys. The biggest factor in inspiring change; The Heroes of the story. In nearly every case respondents identified with the heroes of the story, be them concerned NGOs, Individualistic Capitalists, or scientists. Even more interesting was the control group, who were left to interpret the IPCC executive summary without any framing.

Leonardo DiCaprio helps narrate this video by Green World Rising. Will his contribution help reach more people, greater influence those it does reach, or both? Is his lavish lifestyle hypocritical. Role model involvement in climate change poses numerous ethical and logistical questions.

Putting climate change into a media that humans have always used has the potential to be beneficial across politics and beliefs. We identify with those we believe to be good or knowledgeable but only when speaking in a medium we understand. This explains why respondents scored higher when scientists were heroes in the story rather than the people behind a bland IPCC report. I think the issue of heroes has even more leg room, celebrities such as Leonardo DiCaprio have become increasingly involved in the climate change movement, both narrating for NGOs and speaking directly to the UN. Ignoring his use of numerous private jets for a moment, his ability to play the hero both on an off screen has great potential for reaching wider audiences but also helping them to engage with the topic. Even if he is used to speak pure science people are more likely to respond than coming from a face they cannot recognize as a force for good.

Is Paris better than Copenhagen?

Ah Paris, home of arts, croissants and love, and with any luck the future of our planet. September 2015 sees the next stage in Global Climate talks head to the French Capital. For many the last major talks in Copenhagen 2009 where a let down, plagued by petty fighting a lack of concrete policy, the Accord represents ‘little more than the lowest common denominator’ (Falkner et al 2010). So why should next year be any different? A recent lecture at the Grantham Institute co-run by the French Embassy gives us reason to hope. If you’ve got a spare hour it’s worth watching but if not read on.

Economics have changed

The first point raised was economic. 2009 was only a year after the world was plunged into recession, we’ve seen earlier how when unemployment and GDP are suffering people are less concerned about climate change (Brulle et al 2011) and as government policy and action reflects public opinion, impetus for spending on mitigation was extremely low in 2009. Although real wages are still suffering the economy is recovering, Britain in particular is on the up and was able to pledge £720million ($1.13Billion) to the Green Climate Fund. The price of renewables also continues to fall solar is energy is now cost competitive WITHOUT subsidies in many locations with the price on track to drop 400% since the 2009 (Candelise et al 2013). Even with the UK removing the Renewable obligation support, solar will be cheaper next year than this, and that money can help mitigate in other areas. Just take a leaf through Lord Stern’s new report on the New Climate Economy, it certainly provides a lot more hope for green growth than in the past.

Global Agreement

In 2009 China viewed climate change as something that happened elsewhere, it was caused by, and affecting the West but China itself was just fine. America meanwhile did not have Congress approval for a legally binding treaty, China then used this as their out, they wouldn’t sign unless the US did. But just last week both countries have reached a climate agreement. In a joint statement America promised to reduce by 26-28% whilst China will increase energy from zero emissions sources by 20%, at a time when for the first time ever Chinese Coal consumption and production are falling in response to air quality. The legality remains a critical part of negotiations, but increasingly in Obama’s final years he’s relying on executive action, this move could prove crucial with a Republican Congress and Senate and helps create a much more positive atmosphere heading into Paris.

http://www.sbs.com.au/news/sites/sbs.com.au.news/files/styles/full/public/20141112001059908383-original_us_china_climate_deal_app.jpg?itok=8uWs_jBp&mtime=1416183181 

Climate Change is here

China is finally addressing its air quality, David Cameron has attributed flooding in the Somerset Levels to Climate Change, and most importantly wine production in Bordeaux is on its way down. The last few years have seen a spate of examples which may or may not be attributed to climate change but can certainly help sway political action. Although Myers et al (2013) found that personal experience of climate disasters is only likely to reaffirm your position on climate change, visual effects such as flooding or pollution at least inspire action on a local level which can help support national pledges.

There are still ten months until Paris, first we have the Climate Change Conference in Lima next month which will see each nation commit to commit a reduction. A roundabout method but this is how international politics work. There should be great hope following talks in Peru, but for now there is a positive air surrounding the next year of Climate negotiations.