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How to get attention for the climate?
When we want to spark action for the climate, we normally start our stories somewhat like this:
“Our world is in deep trouble. Temperatures and sea levels are rising, the weather is getting more extreme, and this will have devastating consequences for all of us if we don’t do something right now …”
Am I right?
Problematic
While pointing to a grave threat is what works for just about every other problem in the world, it doesn’t really work for sustainability issues anymore. It activates a certain barrier …
Doom barrier
“If we say the Earth is going to hell and you keep saying that, it activates a barrier we call the doom barrier. When you have heard this too many times, you get used to it. You start to avoid the messenger and the message.” – Per Espen Stoknes
Freezing-effect
Negative climate images were even found to slow attention and cause a “freezing” effect, which means our attention fades and slips away.
Attention plz
On the other hand, positive images of climate change solutions have proven to be most attention grabbing and in turn may be the most suitable images to motivate environmental action.
1. Per Espen Stoknes interviewed by DW in Quaile, I. (24 May 2019) Psychology behind climate inaction: How to beat the ‘doom barrier’. Deutsche Welle (DW).
2. Carlson, J. et al (August 2020) Paying attention to climate change: Positive images of climate change solutions capture attention. Journal of Environmental Psychology 71:101477.
3. Clayton, S. (August 2020) Climate anxiety: Psychological responses to climate change. Journal of Anxiety Disorders. Volume 74, August 2020, 102263.
Be positive first
You can always give the ‘or face destruction’ disclaimer at the end of your story.
Sum-up
- ● Negative climate messages activate the doom barrier.
- ● Positive climate solution images grab attention.
- ● Start your next story with a positive vision.
1. Per Espen Stoknes interviewed by DW in Quaile, I. (24 May 2019) Psychology behind climate inaction: How to beat the ‘doom barrier’. Deutsche Welle (DW).
2. Carlson, J. et al (August 2020) Paying attention to climate change: Positive images of climate change solutions capture attention. Journal of Environmental Psychology 71:101477.
3. Clayton, S. (August 2020) Climate anxiety: Psychological responses to climate change. Journal of Anxiety Disorders. Volume 74, August 2020, 102263.