I’ve started writing my promised post on models used in climate science, but thought I’d get this more topical post out first.
I went to an interesting conference session yesterday on communicating climate science, convened by Asher Minns (Tyndall Centre), Joe Smith (Open University), and Lorraine Whitmarsh (Cardiff University). A few people presented their research into different practices, and the speakers and convenors discussed audience questions afterwards. Paul Stapleton has also blogged about the session here.
A good stand-out point was presented by Mathieu Jahnich: research has found that the public prefer hopeful campaigns (in communicating climate science), not shocking images or negative, hopeless campaigns. I think most of us instinctively know this.
Hebba Haddad, a PhD student from the University of Exeter, spoke on topics close to my heart: the effect of communicating uncertainties in climate science, and the effect of the ‘voice’ in which it is presented. The first relates to the amount of information given about the uncertainty in a prediction: for example, saying “60-80% probability” rather than “70% probability”. The second relates to the phrasing: for example, using the warmer, more friendly and open phrasing of “We…” on an institute website, rather than the cooler, more distant “The centre…”.
She pointed out that scientists, of course, often attempt to transfer as much information as possible (the deficit model – a view that if only enough information were given, people would make rational decisions…), highlight the uncertainties, and use technical language. Science communicators, on the other hand, are more likely to understand their audience, understate uncertainties, convey simpler messages, and use a warmer, friendlier style.
Hebba carried out a study on 152 psychology students. The standout results for me were that:
- greater communication of uncertainty reduced belief in climate science;
- if little uncertainty is communicated, then the tone makes little difference to the level of engagement;
- if a lot of uncertainty is communicated, then a warm tone leads to much greater engagement than a distant tone.
This makes sense: if there is a lot of uncertainty, people use heuristics (short-cuts) to determine their trust in information. These particular students responded well to a personal, friendly tone. And in a later session, someone made the distinction between “relational trust”, which is based on similarity of intentions or values, and “calculative trust”, or “confidence”, based on past behaviour. They said that in everyday situations people tend to make decisions based on calculative trust, but in unfamiliar situations they use relational trust: another heuristic in times of uncertainty.
But this is interesting, because I think a large part of the audience who visit this blog (thank you) contradict these findings. Your trust in the science increases the more I talk about uncertainty! And I think you place greater importance in “calculative” rather than “relational” trust. In other words, you use the past behaviour of the scientist as a measure of trust, not similarity in values. I’ve found that whenever I talk about limitations of modelling, or challenge statements about climate science and impacts that I believe are not robust, my “trust points” go up because it demonstrates transparency and honesty. (See previous post for squandering of some of those points…). Using a warm, polite tone helps a lot, which supports Hebba’s findings. But I would wager that the degree of similarity to my audience is much less important than my ability to demonstrate trustworthiness.
Lorraine commented that Hebba’s finding of the importance of a warm tone is a challenge for scientists, who are used to talking (particularly writing) in a passive tone: “It was found that…” rather than “We found…”. To combat this, and increase public trust, Joe urged climate scientists to be “energetic digital scholars”, “open” and “public.” He thought we should not try to present climate science as “fact” but as “ambitious, unfolding, and uncertain”.
A US scientist in the audience asked for advice on how to engage online in such a polarised debate, and another audience member asked if giving simple messages (without all uncertainties) might compromise public trust in scientists. Joe kindly invited me to comment on these social media and uncertainty aspects. I speedily dumped the contents of my brain onto the room about how this blog and related efforts, giving a transparent, warts-and-all view of science as an unfolding process, had been very successful in increasing trust. In fact I had so much to say that I was asked to stop, would you believe (er, perhaps you would…).
For those of you that don’t trust the IPCC too much, I merely note that Jean-Pascal van Ypersele tapped me on the shoulder after I spoke about the importance of communicating uncertainties transparently, and asked me to email him the blog link…
Some tweeting about the session led to some lovely supportive messages from across the spectrum of opinions (thank you) and also some criticisms by people you might expect to be supportive. I’ve Storified these below.
And finally, Leo Hickman welcomes our ‘Rapunzel’ approach to communication. I was one of the invited palaeoclimate scientists at that meeting (actually, I probably invited myself), and can confirm it was very civil and productive.
Storify of the post-session Twitter conversation: