Showtime’s producers undoubtedly have the best of intentions. There are serious long-term risks associated with rising greenhouse gas emissions, ranging from ocean acidification to sea-level rise to decreasing agricultural output.
But there is every reason to believe that efforts to raise public concern about climate change by linking it to natural disasters will backfire. More than a decade’s worth of research suggests that fear-based appeals about climate change inspire denial, fatalism and polarization.
For instance, Al Gore’s 2006 documentary, “An Inconvenient Truth,” popularized the idea that today’s natural disasters are increasing in severity and frequency because of human-caused global warming. It also contributed to public backlash and division. Since 2006, the number of Americans telling Gallup that the media was exaggerating global warming grew to 42 percent today from about 34 percent. Meanwhile, the gap between Democrats and Republicans on whether global warming is caused by humans rose to 42 percent last year from 26 percent in 2006, according to the Pew Research Center.
Other factors contributed. Some conservatives and fossil-fuel interests questioned the link between carbon emissions and global warming. And beginning in 2007, as the country was falling into recession, public support for environmental protection declined.
Still, environmental groups have known since 2000 that efforts to link climate change to natural disasters could backfire, after researchers at the Frameworks Institute studied public attitudes for its report “How to Talk About Global Warming.” Messages focused on extreme weather events, they found, made many Americans more likely to view climate change as an act of God — something to be weathered, not prevented.
Some people, the report noted, “are likely to buy an SUV to help them through the erratic weather to come” for example, rather than support fuel-efficiency standards.
Since then, evidence that a fear-based approach backfires has grown stronger. A frequently cited 2009 study in the journal Science Communication summed up the scholarly consensus. “Although shocking, catastrophic, and large-scale representations of the impacts of climate change may well act as an initial hook for people’s attention and concern,” the researchers wrote, “they clearly do not motivate a sense of personal engagement with the issue and indeed may act to trigger barriers to engagement such as denial.” In a controlled laboratory experiment published in Psychological Science in 2010, researchers were able to use “dire messages” about global warming to increase skepticism about the problem.
Many climate advocates ignore these findings, arguing that they have an obligation to convey the alarming facts.
What works, say environmental pollsters and researchers, is focusing on popular solutions. Climate advocates often do this, arguing that solar and wind can reduce emissions while strengthening the economy. But when renewable energy technologies are offered as solutions to the exclusion of other low-carbon alternatives, they polarize rather than unite.
One recent study, published by Yale Law School’s Cultural Cognition Project, found that conservatives become less skeptical about global warming if they first read articles suggesting nuclear energy or geoengineering as solutions. Another study, in the journal Nature Climate Change in 2012, concluded that “communication should focus on how mitigation efforts can promote a better society” rather than “on the reality of climate change and averting its risks.”
Nonetheless, virtually every major national environmental organization continues to reject nuclear energy, even after four leading climate scientists wrote them an open letter last fall, imploring them to embrace the technology as a key climate solution. Together with catastrophic rhetoric, the rejection of technologies like nuclear and natural gas by environmental groups is most likely feeding the perception among many that climate change is being exaggerated. After all, if climate change is a planetary emergency, why take nuclear and natural gas off the table?
While the urgency that motivates exaggerated claims is understandable, turning down the rhetoric and embracing solutions like nuclear energy will better serve efforts to slow global warming.