What Makes a Controversy?

Transcription

1 Communicating Science Amidst Controversy Part 1: Communication Basics Martha Monroe, University of Florida What Makes a Controversy? Different facts, perceptions, ideas Not having the same Having misconceptions Different values Worldview filters Special interests, advocates, media What is Extension s Role? Providing science based facts and recommendations In a manner that empowers people to adopt To enhance quality of life and well being Building community Maintaining trust Negotiating agreement Solving problems

2 A focus on providing Comfortable and familiar Useful if is lacking Challenging to provide given multiple worldview filters Easy to get wrong And may not be useful Exposure to more has not lead to public agreement Perceived threat or risk Protect valued interests Identity protection Follow the leader Cultural cognition Why?

3 A very human response Can t perceive everything So we see and remember what we agree with If uncertain, we seek confirmation not challenge! Confirmation Bias We look to other people too If confused Look to others for guidance Others who champion the values we care about When the accomplices (5) all gave an incorrect answer, 75% of the respondents gave in incorrect answer at least once to concur. That reasonably intelligent and wellmeaning young people are willing to call white black is a matter of concern. Solomon Asch This creates opposition and conflict Some people prize personal initiative, respect authority, value commerce and industry and dismiss environmental risks because they constrain business activity Others value equality and community, and are suspicious of commerce and industry. They are more likely to legislation that protects the environment Both are valuable perspectives Both worldviews override scientific

4 Worldviews Hierarchical maintain social order honor authority value commerce, industry Individualist highly competitive fend for yourself Communitarian dependence solidarity Egalitarian even distribution of social roles social/economic equality commerce, industry pose threats Hierarchical Individualist HPV vaccination abortion gun control climate change nanotechnology guns Perceive High Risk Perceive Low Risk Egalitarian Communitarian climate change nanotechnology guns HPV vaccination abortion gun control Our Challenge To engage in controversial topics where worldview affects understanding of and beliefs To understand the audiences beliefs and perceptions and influence of worldview To present that can be heard by audiences To retain valued position of trusted source of quality

5 Our Challenge 1. To engage in controversial topics where worldview affects understanding of and beliefs 2. To understand the audiences beliefs and perceptions and influence of worldview 3. To present that can be heard by audiences 4. To retain valued position of trusted source of quality 2. To understand audiences beliefs Everyone has based on their experiences and what they believe to be true Listen and ask how they know Explore websites from various perspectives Find sources that explain misconceptions Explore literature that explains different perceptions Our Challenge 1. To engage in controversial topics where worldview affects understanding of and beliefs 2. To understand the audiences beliefs and perceptions and influence of worldview 3. To present that can be heard by audiences 4. To retain valued position of trusted source of quality

6 3. To present that can be heard by all Use frames that speak to all worldviews and values Security, family, well being, health, safety Independence, freedom Environmental quality, sustainability, equity Acknowledge the truth that underpins their perceptions and the importance of their work Focus on the details that benefit your audience Combine Frames Our nation has both an obligation and self interest in facing head on the serious environmental, economic, and national security threats posed by climate change Senator John McCain Our Challenge 1. To engage in controversial topics where worldview affects understanding of and beliefs 2. To understand the audiences beliefs and perceptions and influence of worldview 3. To present that can be heard by audiences 4. To retain valued position of trusted source of quality

7 The message The messenger The science The solution Four Sources of Mistrust Andrew J. Hoffman, How culture shapes the climate debate. Stanford University Press, Stanford CA. Four Ways to Build Trust The message This info can help you solve a problem The messenger Extension cares about your well being The science Quality process, locally applicable The solution Work with others to decide Andrew J. Hoffman, How culture shapes the climate debate. Stanford University Press, Stanford CA. Dialogue and open communication

8 Several great resources: rces/static assets/execoffice other/climatechange full.pdf