david guggenheim - "ocean doctor" - meeting the challenge of communicating rio+20 earth...
DESCRIPTION
David Guggenheim (or the “Ocean Doctor”), Senior fellow at the Ocean Foundation, shared his experience communicating scientific data related to the oceans. He compared social media and climate change characteristics to highlight the communication challenge: while social media is “fast moving” and “speaks to what is relevant in the moment,” an issue like climate change unfolds in “slow motion.”TRANSCRIPT
David E. Guggenheim, Ph.D. Senior Fellow, The Ocean Foundation – Washington, DC
www.OceanDoctor.org @OceanDoctor Facebook.com/OceanDoctor
© David E. Guggenheim
Social Media Climate Change
Social Media Climate Change
Pace: Fast-moving & timely;
speaks to what’s relevant at the
moment
Disaster in slow motion
Social Media Climate Change
Pace: Fast-moving & timely;
speaks to what’s relevant at the
moment
Disaster in slow motion
Understanding: Format demands
clear, non-nuanced message.
Ideal: Bright lines, Good versus
Evil
Enormous, complex & nuanced
issue
Social Media Climate Change
Pace: Fast-moving & timely;
speaks to what’s relevant at the
moment
Disaster in slow motion
Understanding: Format demands
clear, non-nuanced message.
Ideal: Bright lines, Good versus
Evil
Enormous, complex & nuanced
issue
Motivation to Act: • Emotion/Feel Personal
Connection (humor, fear, anger,
outrage)
• Self-Interest (incl. to be cool)
• Hope
So big, hard to see one’s self or
discern who the “enemy” is
Social Media Climate Change
Pace: Fast-moving & timely;
speaks to what’s relevant at the
moment
Disaster in slow motion
Understanding: Format demands
clear, non-nuanced message.
Ideal: Bright lines, Good versus
Evil
Enormous, complex & nuanced
issue
Motivation to Act: • Emotion/Feel Personal
Connection (humor, fear, anger,
outrage)
• Self-Interest (incl. to be cool)
• Hope
So big, hard to see one’s self or
discern who the “enemy” is
Actions: Ideally short-term,
specific & focused actions.
Do individuals feel like they can
really make a difference?
Social Media Climate Change
Pace: Fast-moving & timely;
speaks to what’s relevant at the
moment
Disaster in slow motion
Understanding: Format demands
clear, non-nuanced message.
Ideal: Bright lines, Good versus
Evil
Enormous, complex & nuanced
issue
Motivation to Act: • Emotion/Feel Personal
Connection (humor, fear, anger,
outrage)
• Self-Interest (incl. to be cool)
• Hope
So big, hard to see one’s self or
discern who the “enemy” is
Actions: Ideally short-term,
specific & focused actions.
Do individuals feel like they can
really make a difference?
Community: Need “spiritual
leadership” Inspire me; I need to
relate to you; be cool, be funny;
be real
Public face: Scientists, policy
wonks, politicians
Keywords: Climate Change Hoax
Keywords: Climate Change
10/10/10
9/30/2009:
EPA moves
ahead w/
GHG rules
11/2009:
Climate
Scientists’
Hacked
Source: Google Insights for Search
© David E. Guggenheim
© David E. Guggenheim
© David E. Guggenheim
© David E. Guggenheim
© David E. Guggenheim
Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Priority 1
• Introduce a friend to visit Mother Nature
• Share the story!
Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Parse issue, invite diverse,
nontraditional constituencies. Let
people see themselves, feel
connected
© David E. Guggenheim
Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Parse issue, invite diverse,
nontraditional constituencies. Let
people see themselves, feel
connected
• Army of ambassadors, story tellers
• Youth delegations, correspondents
• Bring story to local communities,
schools
• Engender connection: Inspire,
unforgettable experience, be part of
something bigger than themselves
• I’m in Rio…are you?
• Virtual presence
• Branding
• Share the story!
Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Parse issue, invite diverse,
nontraditional constituencies. Let
people see themselves, feel
connected
Local & Global: True social
movement about community, how
we live our lives
Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Parse issue, invite diverse,
nontraditional constituencies. Let
people see themselves, feel
connected
Local & Global: True social
movement about community, how
we live our lives
• Show the world what your community is
doing.
• Share the story!
