storytelling in regional climate change adaptation · storytelling in climate change communication...
TRANSCRIPT
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Storytelling in Climate Change Communication
Els Aarts
Science Education & Communication
Utrecht University & KNMI
2018
Supervisors
Roald Verhoeff, UU
Janette Bessembinder, Bernadet Overbeek, KNMI
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How to Use Storytelling in the Climate
Scenarios?
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Beliefs do not Depend on Education (Kahan et al, 2012)
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Why would stories work?
• Narrative transportation
• Congruence / incongruence
• Narrator trust
Focus on congruence
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Once Upon a Time…
What is a story?
• Setting/context
• Temporal element
• Characters
• Moral or policy solution
Narrative Policy Framework, 2010.
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3 Stories About Climate Adaptation
1 control text
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Cultural Theory
Fatalist
- Outsiders
- Non-voters
- Difficult to
generalise
Hierarchist
- Norms and values
- Conservative
- Government and
experts
Individualist
- Competitive and
commercial
- Liberals
- Technical (market)
solutions
Egalitarian
- Moralists
- Small groups
without a hierarchy
- Everyone carries
responsibility
Group
Grid
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Survey, 336 respondents.
166 Egalitarians (EG)
72 Hierarchists (HR)
46 Individualists (IND)
8 Fatalists (FAT)
44 Doubles
(EG-HR or HR-IND)
• Exploratory study, p < 0.1
Methodology
x
x
x
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1. Do respondents score differentlyon understanding, risk perceptionand action perspective afterhaving read one of the four texts?
2. Why do respondents favourcertain stories?
3. Does using stories influence theKNMI’s credibility?
Research Questions
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Mean
match
Mean non-match P value
Understanding 1,87 2,10 .579
Risk perception 5.33 5.55 .575
Self-efficacy 4.93 4.91 .759
RQ1: Type x Story
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RQ1: Control vs Story
Control group Story group p value Effect size d
Understanding 2.21 1.92 .012 .23 (small)
Risk perception 5.45 5.48 .181 -
Self-efficacy 4.55 5.00 .082 .30 (small)
Also: Hierarchist story influences risk perception more than Egalitarian and Individualist story. (p = 0.069 & p = .010)
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RQ2: Story Preference Favorite and least favorite story per type, percentual
0
5
10
15
20
25
30
35
40
45
Hierarchists Egalitarians Individualists Fatalists
HR EG IND CTL
0
10
20
30
40
50
60
Hierarchists Egalitarians Individualists Fatalists
HR EG IND CTL
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Positive 26%
Neutral 45%
Negative 29%
Opinion: does using stories harm the KNMI’s credibility?
RQ3: Credibility
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Negative 14%
Neutral 16%
Positive 66%
Unknown 4%
Opinion on using stories to communicate climate change. Respondents that report the
KNMI as less credible, also
are more negatively
opiniated about using stories.
“haters gonna hate?”
(respondent 23)
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Conclusions and Recommendations
• No ‘match’ effect found.
• Relation Type and Story preferenceexists.
• Hierarchist story is liked best on averagein all groups, and invokes a higher riskperception.
• Most repondents say stories have eithera positive or no effect on credibility ofthe messenger.
• Consider using a story next to thecontrol text.
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Questions or Closure