{"id":288,"date":"2021-10-09T21:18:56","date_gmt":"2021-10-10T04:18:56","guid":{"rendered":"https:\/\/webspace.royalroads.ca\/mponette\/?p=288"},"modified":"2021-10-09T22:00:28","modified_gmt":"2021-10-10T05:00:28","slug":"climate-content-analysis-of-how-many-disasters-will-todays-children-face-scientists-release-estimate-reuters-2021","status":"publish","type":"post","link":"https:\/\/webspace.royalroads.ca\/mponette\/climate-content-analysis-of-how-many-disasters-will-todays-children-face-scientists-release-estimate-reuters-2021\/","title":{"rendered":"Climate Content Analysis of ‘How many disasters will today’s children face? Scientists release estimate’ (Reuters, 2021)"},"content":{"rendered":"\n

<\/p>\n\n\n\n

Assignment 2<\/p>\n\n\n\n

The purpose of this article is to analyze a published communications piece, assessing its effectiveness against my chosen set of evidence-based techniques for effective climate change communications. The subject for my analysis is a free, publicly available news article from the Science section of CBC\u2019s website entitled \u2018How many climate disasters will today’s children face? Scientists release estimate<\/a>\u2019 (Reuters, 2021). This news article shares highlights from a recent report comparing the number of climate change-related extreme weather events for children born last year as compared to children born in 1960. <\/p>\n\n\n\n

As Canada\u2019s national public broadcaster with a digital reach of 18.2 million visitors in 2019-2020, the CBC aims to \u201cbe varied and comprehensive, providing a balance of information, enlightenment and entertainment for men, women and children of all ages, interests and tastes\u201d (CBC\/Radio-Canada, 1994). As a Crown corporation, the CBC attempts to be trustworthy and unbiased (Fenlon, 2021) and to offer a wide spectrum of opinions and perspectives representative of Canada\u2019s multilingual, multicultural as well as politically and geographically diverse population (CBC\/Radio-Canada, 2020; CBC\/Radio-Canada, 1994). Although I found no information about audience focus for their online News\/Science section specifically, as the data from a US-based survey suggests, newspapers including online versions have an adult readership of varying ages (Conaghan, 2017). As well, although CBC broadcasts youth programming, they have specific products and services dedicated to younger audiences (CBC\/Radio-Canada, 2020). For these reasons, I would infer that this particular article was aimed at a large, dispersed Canadian adult audience of all ages with varied political leanings, worldviews and opinions. Due to the specific focus on children, I would argue that this article might also be geared particularly towards parents, adults young enough to identify with the decades being researched and other adults concerned with children\u2019s welfare (e.g. teachers). <\/p>\n\n\n\n

Techniques for Effective Climate Change Communications Aimed at a Large, Diverse, Dispersed Adult Audience<\/strong><\/h4>\n\n\n\n
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<\/td><\/td>1. Use a Trusted Source<\/strong><\/td><\/tr>
<\/td> <\/td>Using a trusted source is a recommended technique to overcome information overload (Hodson, 2019, p.3). Hodson asserts that trusted influencers, defined by \u201cthe influence of the person or organization delivering the message\u201d are an important aspect of successful climate change communication (2019, p.4). He explains that these sources can help audiences to overcome information overload by (helping) people to filter the wealth of information they are exposed to on a daily basis\u201d (2019, p.4). In their tips for general audiences as related to message framing, Dupar, McNamara & Pacha recommend using authoritative, trusted sources for message content (2019, p. 17).<\/td><\/tr>
<\/td><\/td>2. Provide options for audiences to participate and lend support<\/strong><\/td><\/tr>
<\/td><\/td>Providing options for audiences to participate and lend support is a technique used to address the critical climate communication challenge of \u201ctransitioning (audiences) from awareness and concern to action\u201d (Moser, 2016, p. 345). Moser explains that while providing information to increase awareness and explain the climate science is still needed, this approach must always be accompanied by efforts aimed at \u201cenabling and empowering action\u201d, by providing options for participating and lending support that audiences can choose from (2016, p. 351).<\/td><\/tr>
<\/td><\/td>3. Focus on the positives and share hopeful solutions<\/strong><\/td><\/tr>
<\/td><\/td>Focusing on the positives and sharing hopeful solutions is an evidence-based technique that can help to counter the key climate change communications challenges of overwhelm and hopelessness (Moser, 2016, p. 345) as well as empower audiences and inspire them to take action. Hodson (2019) recommends empowering audiences by \u201cavoiding fear-based appeals (and) focusing on the positives\u201d as well as fostering concern and hope\u201d (p. 5). In their communication framing tips for general audiences, Dupar, McNamara & Pacha suggest: \u201cShow the power of positive solutions. People don\u2019t want just bad news, they want inspiration!\u201d (2019, p. 17).<\/td><\/tr>
<\/td><\/td>4. Use storytelling and narrative formats<\/strong><\/td><\/tr>
<\/td><\/td>Storytelling is a fundamental and powerful tool for indigenous communities; among its many applications it is used to inform, motivate, as well as inspire empathy and solutions (COP23fj, 2018). For example, the Talanoa Dialogue is a storytelling approach centered around three powerful and transformative questions: \u201cWhere are we now? Where do we want to go? How do we get there?\u201d (COP23fj, 2018). Hodson also cites narrative formats as an important technique for increasing audience engagement (2019, p.2). Moser\u2019s research indicates that storytelling and narrative approaches are becoming increasingly prioritized in climate change communication (2016, p. 350). Among Dupar, McNamara and Pacha\u2019s framing tips for general audiences, they propose finding \u201cthe \u2018human interest\u2019 stories\u2026 people\u2019s own words about their own experiences \u2013 that tell how climate change has negative impacts and undermines development progress. By reporting the stories of affected people \u2026 you give your audience something they can relate to\u201d (2019, p. 17).<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

<\/p>\n\n\n\n

What follows is my analysis and assessment of the article in relation to the above-listed techniques.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

  1. Use a Trusted Source<\/u><\/strong><\/li><\/ol>\n\n\n\n

    Hodson identifies \u2018information overload and message fatigue\u2019 as important challenges in climate change communication (2019, p. 3) and I think that in this regard, the CBC is in an advantageous position to reach audiences effectively. Since audiences often turn to more traditional information sources when experiencing information overload (Hodson, 2019, p. 3), the CBC\u2019s longstanding position as our national public broadcaster with rigorous standards for transparency, trustworthiness and neutrality (Fenlon, 2021) puts it in a unique position in terms of audience trust. Moser\u2019s stance on traditional news sources is more nuanced, describing the shift from their clear position as \u2018leading influencers\u2019 towards audiences perceiving them as increasingly politicized and polarized echo chambers (2016, p. 350-351). That said, I think that the CBC\u2019s aforementioned standards around neutrality help it to maintain relative credibility in today\u2019s tenuous and divided media landscape.  <\/p>\n\n\n\n

    Another strength of this article is that it was based on information from a report by Save the Children. Since NGOs are among the trusted sources that audiences rely on (Sch\u00e4fer, 2012 as cited in Hodson, 2019, p. 6), I infer that by sharing information from an aid agency such as Save the Children, the article does well in fostering its audience\u2019s trust.<\/p>\n\n\n\n

    2. Provide options for audiences to participate and lend support<\/u><\/strong><\/p>\n\n\n\n

    As stated by Moser: \u201cIt is now widely recognized that actions and practical support must be a central part of all climate communication, not necessarily in a prescriptive fashion, but options should be discussed and audiences must see and feel empowered to choose viable options\u201d (2016, p. 351). The article presented data from the Report and testimonies from children and youth who had experienced climate-related disasters, but failed to provide any concrete suggestions for ways audiences could act or lend support to the crisis being presented. I think it would have been more successful in its attempts to engage and inspire audiences had there been a balance of content to elicit not only concern but also hope and empowerment, with options for ways the audience could lend support.<\/p>\n\n\n\n

    The article ends with one indirect call to action, with some interviewees from the Report encouraging other youth to \u201cpressure governments to change\u201d and an interviewee sharing that she \u201creally want(s) to see world leaders take action\u201d (Reuters, 2021) – perhaps in connection to the article\u2019s earlier reference of the upcoming COP26 talks. However, since the article is geared towards an adult audience, it would have been more effective if a linkage could have been made with concrete steps that parents and other adults could take to rally behind the youth\u2019s demands. For example, the article could have ended with some links to forums and organizations collecting public input leading up to COP26.  <\/p>\n\n\n\n

    3. Focus on the positives and share hopeful solutions <\/u><\/strong><\/p>\n\n\n\n

    Another area where I argue that this article falls short is in its exclusive focus on fear-based messaging. The article focuses almost exclusively on alarming future projections and heart-wrenching testimonies from children who have experienced climate-related disasters and fear for their futures. I imagine that the intention behind this approach was to elicit the audience\u2019s concern and, considering the urgency of the crisis and the levels of engagement needed from every level of society, one would hope that its aim was also to inspire action. Although it is necessary to share the facts and elicit concern among audiences, research has shown that overwhelm and hopelessness are critical challenges and so sharing positive messages and hopeful solutions can be a powerful technique to mitigate those emotions (Moser, 2016, p. 245). For these reasons, I consider this article to have failed in terms of audience engagement, by focusing exclusively on alarming facts and tragic testimonies without any counterbalancing of hopeful or solutions-oriented messaging. Parents, younger adults as well as any other readers with personal ties to children would understandably be deeply affected by the sobering and alarming facts shared in this article and had it followed that information up with some optimism and solutions, it could have been an inspiring opportunity for audiences to shift their perspective and\/or take action.  <\/p>\n\n\n\n

    4. Use storytelling and narrative formats<\/u><\/strong><\/p>\n\n\n\n

    “Narrative develops from both data and emotions, which is significantly more effective in engaging a listener than data alone (Dahlstrom 2014, cited by Bayer & Hettinger, 2019). Additionally, sharing stories connects us to one another. When we convey both information and our personal experiences through storytelling, our listeners begin to connect what they hear to their own lives” (Downs 2014, cited by Bayer & Hettinger, 2019).<\/p>\n\n\n\n

    Storytelling could have been a very effective technique for the subject matter of this article, since children\u2019s welfare is a topic that is easy for many adults to engage with and relate to. The article did include emotional testimonies and direct quotes from children who were victims of climate-related disasters, and I consider this to be moving in the right direction in terms of using storytelling as a means to engage audiences. That being said, the quotes were too short to really hear the children\u2019s stories and I argue that the article would have been more engaging if it had shared a more complete picture of their experiences.  <\/p>\n\n\n\n

    On the basis of defending human rights, encouraging Canadians to think globally and to amplify the voices and realities of those on the frontlines of the climate crisis, I appreciated that this article focused on stories from other parts of the world. That being said, research points to the power of local stories to help individuals understand and respond to climate change (Krau\u00df & Bremer, 2020). A more effective approach might have been to share the testimonies of children who have experienced climate-related disasters overseas, but to then relate those stories to children in Canada by providing statistics on the likelihood of our children experiencing similar disasters in the future. I think this approach might have helped audiences to empathize with the testimonies and to visualize the children in their lives going through similar experiences.<\/p>\n\n\n\n

    In addition to a few images of children experiencing climate-related disasters overseas and an image of young climate activists, the article also includes a video report on the global student climate strikes, including some interviews with youth from the US (CBC, 2019). Apart from the short testimonies from Canadian youth at the beginning of the report, this video seemed completely unrelated to the content of the written article. It was dated from two years ago so had no connection to current events or the Report from Save the Children; instead, the video focused on public reactions to Greta Thunberg and the 2019 Global Climate Strikes as well as a discussion and commentary on teens\u2019 mastery of social media communications. I found the focus condescending \u2013 I think it would have been more appropriate to spotlight the youth\u2019s demands rather than congratulating them on their social media prowess. Perhaps more significantly, it was a missed opportunity to provide a video of something more relevant to the Save the Children Report, COP26 and\/or the recent IPCC findings. This could have also been an opportunity to use a storytelling approach by sharing a more in-depth story from one of the article\u2019s interviewees, and\/or to tap into audiences\u2019 shared values by interviewing parents in Canada and hearing how this information makes them feel about their children\u2019s futures.<\/p>\n\n\n\n

    In conclusion, based on my analysis and in terms of the list of techniques I chose to assess it against, this article was largely unsuccessful in engaging its target audience in a meaningful and impactful way. As a trusted source in a time of information overload that caters to a wide audience with many concerned parents, young adults and others either personally or indirectly set to experience the projections that were shared in the report, I think the CBC missed an exceptional opportunity. The very relatable, important and emotional subject matter of this article could have connected climate change in a meaningful way with Canadians\u2019 lives, engaged with their emotions and values, and inspired action. Had there been a better balance of alarming data and emotional testimonies with some hopeful or solutions-oriented messaging, had the testimonies been expanded into more complete stories and linkages made with local realities, and\/or had the article provided concrete suggestions for ways audiences could take action, it could have both enlightened and inspired CBC\u2019s readers in keeping with their mandate. More importantly, it could have done a better job of moving its audience in the direction we so desperately need to be headed in.<\/p>\n\n\n\n

    References<\/u><\/strong><\/p>\n\n\n\n

    Bayer, S., & Hettinger, A. (2019). Storytelling: A natural tool to weave the threads of science and community together. The Bulletin of the Ecological Society of America<\/em>, 100<\/em>(2). DOI: 10.1002\/bes2.1542@10.1002\/(ISSN)2327-6096.communicating-science<\/a><\/p>\n\n\n\n

    CBC (2019) How teen activists are demanding adults\u2019 attention. [embedded video] The Weekly with Wendy Mesley<\/em>. CBC.<\/p>\n\n\n\n

    CBC\/Radio Canada (1994). 1.1.1 CBC Mandate. CBC\/Radio-Canada.<\/em> https:\/\/cbc.radio-canada.ca\/en\/vision\/governance\/programming-policies\/programming-mandate<\/a><\/p>\n\n\n\n

    CBC\/Radio-Canada (2020). Our Performance \u2013 Media Lines \u2013 CBC Highlights. Annual Report 2019-2020. [website]. CBC\/Radio-Canada.<\/em> https:\/\/cbc.radio-canada.ca\/en\/impact-and-accountability\/finances\/annual-reports\/ar-2019-2020\/measuring-our-performance\/performance-media-lines-cbc-highlights<\/a><\/p>\n\n\n\n

    Conaghan, J. (2017). Young, Old and In-Between: Newspaper Platform Readers Ages are Well-Distributed. News Media Alliance.<\/em> https:\/\/www.newsmediaalliance.org\/age-newspaper-readers-platforms\/<\/a><\/p>\n\n\n\n

    COP23fj (2018). Inspiring Climate Ambition through the Art of Storytelling. [YouTube video] COP23fj<\/em>. https:\/\/www.youtube.com\/watch?v=OhYLgsa1KYg<\/a><\/p>\n\n\n\n

    Dupar, M., with McNamara, L. and Pacha, M. (2019). Communicating climate change: A practitioner\u2019s guide. Cape Town: Climate and Development Knowledge Network. Climate and Development Knowledge Network.<\/em> https:\/\/unfccc.int\/sites\/default\/files\/resource\/Communicating%20climate%20change_Insights%20from%20CDKNs%20experience.pdf<\/a><\/p>\n\n\n\n

    Fenlon, B. (2021). Canadian trust in journalism is wavering. Here’s what CBC News is doing about it. Editor\u2019s blog. <\/em>CBC. https:\/\/www.cbc.ca\/news\/editorsblog\/editor-blog-trust-1.5936535<\/a><\/p>\n\n\n\n

    Hodson, J. (2019). An ecological model of climate marketing: A conceptual framework for understanding climate science related attitude and behavior change. Cogent Social Sciences 5<\/em>(1), 1-15. https:\/\/doi.org\/10.1080\/23311886.2019.1625101<\/a><\/p>\n\n\n\n

    Krau\u00df, W. & Bremer, S. (2020). The role of place-based narratives of change in climate risk governance. Climate Risk Management 28<\/em>, 100221. https:\/\/doi.org\/10.1016\/j.crm.2020.100221<\/a><\/p>\n\n\n\n

    Moser, S .C. (2016). Reflections on climate change communication research and practice in the second decade of the 21st century: What more is there to say? WIREs Climate Change<\/em> May\/June, 345-369. https:\/\/doi.org\/10.1002\/wcc.403<\/a><\/p>\n\n\n\n

    Reuters, T. (2021) How many climate disasters will today’s children face? Scientists release estimate. Science section.<\/em> CBC News. <\/em>https:\/\/www.cbc.ca\/news\/science\/children-climate-change-1.6191898<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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