"What We Know" Climate Report From Leading Science Organization Seeks to Persuade Citizens. #FAIL.

The “What We Know” report about climate change issued today by the august American Association for the Advancement of Science is intended to persuade ordinary people that our climate really is changing, we’re largely responsible, and we need to do something about it. Soon.

The report features clear, straight-forward language without overly complex and opaque scientific jargon.

And as the black non-image at the top of this ImaGeo post symbolizes, there is another thing that the report lacks as well: imagery.

In fact, there is not a single image in the report — not one visualization to help us understand what’s happening to our world, not a single photograph to dramatize the impact of climate change on people, not even one little graphic to show a trend in, oh, I don’t know, temperature maybe.

Okay, I exaggerate just a little. The title page does have one ambiguous photograph of someone using a surveying instrument on some ice sheet somewhere, for what reason God only knows.

And true, the “What We Know” web site includes, in addition to the report, a number of videos. One is actually mildly entertaining and effective. It features a mountain biker racing down a trail to symbolize the perilous path ahead and the need to slow down. (Our carbon emissions, of course.)

But the rest consist of talking heads (scientists telling us what they know) intercut with what broadcast journalists call “B-roll” — time lapse video of cars, smoke pouring out of stacks, a little snippet of water pouring into the New York City subway system during Hurricane Sandy —  you get the idea.

So here’s some unsolicited advice to the creators of “What We Know” from someone who thinks visual communication is actually an incredibly powerful way to communicate complex information and also connect with the heart as well as the mind: Cliché B-roll can’t change the fact that a talking head is still a talking head. Nor will people necessarily listen, let alone understand or care, simply because those talking heads happen to be scientists.

I’ve never written a post like this here at ImaGeo. I felt compelled to do it because I’m simply dumbfounded that one of the leading scientific organizations in the world decided to launch a public persuasion campaign that lacks one of the most important ways that humans beings can be persuaded: through visual communication.

Is the AAAS not aware that imagery can convey emotion far more powerfully than the written or spoken word, no matter how clear, concise, and free of jargon those words may be? Do they not know that visuals provide an incredible capacity to tell compelling, persuasive stories? Can it possibly be that they haven’t heard about the synergy made possible by the use of words and images together?

And did they not bother to read the literature on visual communication and persuasion?

To offer just one example: “Visual Persuasion,” which appeared in the journal Communication Research Trends in 1999. Here’s a relevant snippet:

…visual images in persuasive messages reduce the information processing burden, make a message more attention-getting, and reinforce message arguments. Also, it is believed that visual images have the superiority in memory over words.

If any of the people responsible for the “What We Know” report read this post, I have a suggestion for you: Try “Google.” It can be really helpful. With the search terms “visual communication and persuasion” you’ll find a lot of helpful tips there for your next campaign.

View the original article here

White House Launches Climate Change Communication Tool that Treats Citizens Like Adults

Screenshot of an interactive map accessible from data.gov/climate showing expected inundation of areas of New York City based on different projections of sea level. (Source: NOAA and data.gov/climate)

A day after a major scientific organization released an embarrassingly ineffective report aimed at communicating the realities of climate change, the White House has launched something entirely different — and better.

For now, it is a web portal that serves as a kind of clearinghouse for all manner of information on how sea level rise is remaking our coasts and posing risks to those who live and work along them.

The screenshot above shows one of the interactive tools available on the site, data.gov/climate. In stunning graphic detail, it shows areas in the New York metro area that would become inundated in the future based on different projections of sea level rise. It’s one of just dozens of such tools available right now on the site.

And according to the White House, it is just the start of a major effort at climate change communication. The effort is designed to enable citizens to see how climate change is affecting them where they live and work, and what they might expect in the future, through interactive, graphics-based digital tools.

Yesterday’s report by the American Association for the Advancement of Science was, at its heart, a “We’re scientists, so listen to what we say” effort. In contrast, the initiative launched by the White House today treats people like grownups and gives them powerful tools to learn for themselves what’s happening. And unlike the AAAS report, its ultimate goal is to take full advantage of the power of digital technology — and visual communication — to empower people to plan for a future of climate change.

I’ve only had time to scratch the surface of the new web site. But so far, I’m impressed. And I know that it will be helpful in my future reporting on climate change.

To offer just one example, the web site offers access to an online, interactive tool from the National Oceanic and Atmospheric Administration that allows users to select a county and get a quick snapshot of its demographics, infrastructure and environment within flood zones. The results include a floodplain map, and graphics showing the overall population in floodplains, as well as the population over 65 years of age and in poverty that live in these areas, along with a plethora of other useful statistics and information.

I’ll be poking around the new site in coming days, and I may come back with an update on what I find.

View the original article here