The communication dimension of wind energy: Challenges and opportunities

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1 The communication dimension of wind energy: Challenges and opportunities

2 OPPORTUNITIES

3 1. Pew Research Center for the People and the Press, 2009

4 2. Pew Research Center for the People and the Press, 2009

5 3. Political will; government support

6 4. Growth of media coverage parallels growth of industry Kick and Smith, 2008

7 Other audience characteristics A public relatively informed about wind energy People see the advantages of wind power as being more important than the disadvantages Considerable public support driven by altruistic motives

8 Kick and Smith, 2008

9 CHALLENGES

10 1. Emergent anti-wind energy advocacy groups

11 2. A multi-faceted technical issue that is difficult to explain Engineering Ethics Science Public relations Policy Wind energy Others

12 3. Different audience segments will require agility in communication strategy Policy makers Other stakeholders General public Advocacy groups Mass media Industry Research institutions

13 4. Pew Research Center for the People and the Press, 2009

14 3 5. Scientists/Engineers vs. journalists: A clash of cultures When a reporter approaches, I generally find myself wishing for a martini. -- Jonas Salk, Nobel Prize winner

15 It seems as if the whole scientific establishment has absent-mindedly misplaced English somewhere between high school graduation and the awarding of the Ph.D. -- Katie Coe, TV science beat reporter, 2003

16 Why you should bother talking to reporters 1. The media are still the major sources of science and risk information

17 Sources of science and technology information, US Family & friends Internet 9% 5% Radio 3% Other 5% Magazines 16% Newspaper s 16% Television 44% Books 2% NSF, Survey of public attitudes toward and understanding of science and technology, 2007

18 Why you should bother talking to reporters 2. Public sentiment still drives regulatory policies level of government spending on science

19 Why you should bother talking to reporters 3. Media agenda influences public agenda

20 McCombs and Shaw, 1972

21 Why you should bother talking to reporters 4. Media frames shape audience understanding of issues

22 Journalistic routines Perception of issues actors Decision-making Organizational constraints Social norms, values Pressures from Interest groups Journalists orientations Media frames Audience frames Attitude toward issues actors Behavior Support for policy, actors Protest Engagement Scheufele, 1999 Moral judgments

23 Life span of a relatively newsworthy event: Sources, Valence Scientists, engineers, some politicians + Advocacy groups, Interest groups, politicians, others - Politicians, Government entities Neutral Time

24 40 Life span of a relatively newsworthy event: Themes Advantages, benefits from the innovation; science and process Disadvantages, risks, moral frames Eventoriented coverage Time

25 Communication research areas related to wind energy Understanding public perception of wind energy Assessing media performance (quality of information) in covering wind energy Redefining fair and balanced in the reporting on wind energy Testing communication factors that have a bearing on the amplification or attenuation of perceived risks

26 Communication research areas related to wind energy Characterizing the psychometric attributes of risk perception concerning the expansion of wind energy Applying the mental models approach to determine what the public should know

27 Mental models approach Normative: What should people know? The expert model Method: Interdisciplinary literature review and interview of an expert panel Descriptive: What do people already know? The lay person model Method: Qualitative interviews and quantitative survey Prescriptive: What do people still need to know? Identify knowledge gaps and misconceptions Method: Compare expert and lay person model Evaluation: Does the intervention work? Method: Randomized control study

28 Mental models approach What are the three most important things you would like your audience to know? What are the three most important things your audience would like to know? What are the three most important things your audience is most likely to get wrong unless they are emphasized?

29 Example: Expert s mental map De Bruin, Downs, & Fischhoff, 2007

30 Example: Audience member s mental map De Bruin, Downs, & Fischhoff, 2007

31 Key Message/Fact 1. Message Map Stakeholder: Question/Concern Key Message/Fact 2. Key Message/Fact 3. Keywords: Supporting Fact 1.1 Keywords: Supporting Fact 2.1 Keywords: Supporting Fact 3.1 Keywords: Supporting Fact 1.2 Keywords: Supporting Fact 2.2 Keywords: Supporting Fact 3.2 Keywords: Supporting Fact 1.3 Keywords: Supporting Fact 2.3 Keywords: Supporting Fact 3.3

32 Ongoing study: Cartoons as a vehicle for debunking myths about wind energy

33 Wind turbines are noisy.

34

35

36 Wind turbines are ugly.

37

38

39 Wind projects harm property values.

40

41 Wind energy is inefficient.

42

43 Wind turbines kill bats and birds.

44

45

46 Wind energy provides only a small amount of electricity.

47

48

49 Wind energy is not green energy.

50

51

52

53 Your achievement = good works you have done x how well you have communicated them.

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