Watch in slide show mode to observe (modest) animation. Download paper here .

1. Watch in slide show mode to observe (modest) animation. Download paper here.

2. www.culturalcognition.net A Two-Channel Strategy (Model!) of Science Communication

3. What am I talking about? . . . • Cultural cognition & the Science Communication Problem • Two-Channel Communication Strategy • Engaging the public, satisfying its appetite to know

4. Cultural Cognition of Risk Risk Perception Key Low Risk High Risk Hierarchy Abortion procedure Environment: climate, nuclear hierarchical individualists hierarchical communitarians Gays military/gay parenting Guns/Gun Control compulsory psychiatric treatment HPV Vaccination Individualism Communitarianism Abortion procedure Environment: climate, nuclear Gays military/gay parenting Guns/Gun Control egalitarian individualists egalitarian communitarians compulsory psychiatric treatment HPV Vaccination Egalitarianism

6. Source: Kahan, D.M., Jenkins-Smith, H. & Braman, D. Cultural Cognition of Scientific Consensus. J. Risk Res. 14, 147-74(2011).

8. 100% 75% Perceive Benefits > Risks 50% 25% 0% * Change across conditions significant at p < 0.05 Source: Kahan , Braman, Slovic, Gastil & Cohen Cultural Cognition of Nanotechnology Risks and Benefits, Nature Nanotechnology, 4(2), 87-91 (2009)

9. 100% 75% Perceive Benefits > Risks 50% 25% 0% * Change across conditions significant at p < 0.05 Source: Kahan , Braman, Slovic, Gastil & Cohen Cultural Cognition of Nanotechnology Risks and Benefits, Nature Nanotechnology, 4(2), 87-91 (2009)

11. “How much risk do you believe climate change poses to human health, safety, or prosperity?” Higher science comprehension, lower risk perception U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.

12. “How much risk do you believe climate change poses to human health, safety, or prosperity?” Higher science comprehension, lower risk perception U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.

13. “How much risk do you believe climate change poses to human health, safety, or prosperity?” Higher science comprehension, lower risk perception U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.

14. “How much risk do you believe climate change poses to human health, safety, or prosperity?” Higher science comprehension, lower risk perception U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.

15. “How much risk do you believe climate change poses to human health, safety, or prosperity?” Higher science comprehension, lower risk perception U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.

16. “How much risk do you believe climate change poses to human health, safety, or prosperity?” Higher science comprehension, U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.

17. “How much risk do you believe climate change poses to human health, safety, or prosperity?” greater polarization Higher science comprehension, U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.

18. What am I talking about? . . . • Cultural cognition & the Science Communication Problem • Two-Channel Communication Strategy • Engaging the public, satisfying its appetite to know 

19. Two Channel Communication Strategy • channel 1: content • Risk • Perception • Information • channel 2: meaning

21. study_dismiss scale (α = 0.85)

22. Cultural Cognition Worldviews Risk Perception Key Low Risk High Risk Hierarchy Climate change Individualism Communitarianism Climate change Egalitarianism

23. Study dismissiveness Dismiss Hierarch Individ z_Study dismiss 2 EgalCommun Credit anti-pollution

24. Study dismissiveness Dismiss Hierarch Individ z_Study dismiss 2 EgalCommun Credit anti-pollution

25. Control Condition

26. Study dismissiveness Dismiss Hierarch Individ z_Study dismiss 2 EgalCommun Credit anti-pollution

27. Anti-pollution Condition

28. Geoengineering Condition

29. study_dismiss scale (α = 0.85)

30. Two Channel Communication Strategy • channel 1: content • Risk • Perception • Information • channel 2: meaning

31. Anti-pollution Condition

32. Study dismissiveness Dismiss Hierarch Individ z_Study dismiss 2 EgalCommun Credit anti-pollution

33. Study dismissiveness Dismiss Hierarch Individ z_Study dismiss 2 EgalCommun Credit anti-pollution

34. Geoengineering Condition

35. Two Channel Communication Strategy • channel 1: content • Risk • Perception • Information • channel 2: meaning

36. Study dismissiveness Dismiss Hierarch Individ z_Study dismiss 2 EgalCommun Credit anti-pollution

37. Study dismissiveness Dismiss Hierarch Individ z_Study dismiss 2 EgalCommun Credit anti-pollution

38. Polarization more polarization z_Study dismiss 2 less polarization anti-pollution

40. What am I talking about? . . . • Cultural cognition & the Science Communication Problem • Two-Channel Communication Strategy • Engaging the public, satisfying its appetite to know  

41. Two Channel Communication Strategy • channel 1: content • Risk • Perception • Information • channel 2: meaning

44. What am I talking about? . . . • Cultural cognition & the Science Communication Problem • Two-Channel Communication Strategy • Engaging the public, satisfying its appetite to know   