Climate change knowledge and action: Less connection than we would expect?
Political scientists at Texas A&M recently published an article arguing that public campaigns to educate the public about the dangers of global warming may make people less, not more, worried about climate change.*
People generally believe that when you have more information about a risk, you act to avoid or control that risk, and that there's some positive correlation between how much information you have, and how hard you try to fix a problem. This is the knowledge-deficit model.
As people are exposed to more information about what scientists know about how human activities like CO2 emissions are related to increasing global temperatures, then one should expect two things. First, one should expect to see higher amounts of information to be related to higher degrees of personal efficacy and responsibility for global warming and climate change. Second, one should expect to see higher amounts of information to be related to heightened perceptions about the risks of global warming and climate change. Together, these hypotheses are straightforward applications of the knowledge-deficit model to the issue of global warming.
That's not the case. In fact, they report two slightly counterintuitive, but disturbing, patterns. First,
more informed respondents both feel less personally responsible for global warming, and also show less concern for global warming. We also find that confidence in scientists has unexpected effects: respondents with high confidence in scientists feel less responsible for global warming, and also show less concern for global warming.... [C]ertainly contrary to the assumptions underlying the knowledge-deficit model, as well as the marketing of movies like Ice Age and An Inconvenient Truth, the effects of information on both concern for global warming and responsibility for it are exactly the opposite of what were expected. Directly, the more information a person has about global warming, the less responsible he or she feel for it; and indirectly, the more information a person has about global warming, the less concerned he or she is for it.
The authors themselves add the caveat that "The effects here are statistically significant, but they are modest in magnitude." Further, several people have argued that since the study is based on a survey taken in 2004, just before the release of An Inconvenient Truth, it doesn't capture how the terms of public debate around climate change, or the ways people respond to information about climate, changed after the movie.
* Paul M. Kellstedt, Sammy Zahran, Arnold Vedlitz (2008) "Personal Efficacy, the Information Environment, and Attitudes Toward Global Warming and Climate Change in the United States," Risk Analysis 28 (1), 113–126.
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