This post was written by 2021-22 Global Change Fellow, Stephanie Kelly, summarizing the first in the spring Global Change Seminar series, Why Framing Matters: Tools for More Inclusive Climate Change Communication, on March 29, 2022. The discussion was moderated by Global Change Fellows, Courtney Hotchkiss and Alexandria Nelson. The seminar planning team also included Melody Hunter-Pillion and Lauren Pharr.
- Adam Ratner, Board of Directors, National Network for Ocean and Climate Change Interpretation (NNOCCI) & Associate Director of Conservation Education, Marine Mammal Center (Adam graciously stepped in to replace Kayla McCurry when she was unable to present)
Abstract: In this seminar and mini-workshop, we’ll learn why we need to talk about climate change and the elements of an impactful climate story. Listeners will gain a better understanding of why framing matters and gain exposure to tested framing language.
Synopsis: Adam Ratner shared helpful insights, tools, and tips from the National Network for Ocean and Climate Change Interpretation (NNOCCI) on why framing matters in climate change communication. During the workshop, he set the stage with statistics on the public’s perceptions of global change. While a vast majority of Americans believe climate change is happening, it is largely unspoken of, which further perpetuates climate inaction and emotional distance from climate events. Adam spoke of the need to normalize climate change as part of people’s daily conversations to facilitate action, and how we frame the message can greatly impact how people respond. Messages centered on hope, empowerment, practical solutions, collective action, value systems, and tested language delivered by trusted community messengers are some of the aspects of successful communication that Ratner shared.