Thursday, 3 March 2011

To communicate 'climate change' you need to think about 'mind change'

How do we engage with a new generation on the important issue of climate change? Baroness Susan Greenfield, in her lecture “The age of unreason: the psychology of climate change” highlights that we must realise humanity is facing another major challenge which she terms ‘mind change’.

Greenfield expands:

“Our brains are responding to and physically adapting to our environment. The dominance of a 2-D cyber culture is altering our minds; we have shorter attention spans, higher IQs, less of a sense of identity, less empathy and an ‘in the moment’ sensory engagement with the world. Communicating critical messages around climate change must reflect this”.

Her suggestion for an approach to reflect this changed psychological terrain? Short messages with clear sensory images (she cites the visceral poster of a skinned animal against the fur trade) and which give people a regained sense of identity.

(pic: Baroness Susan Greenfield)

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