A report released Monday by USC's Center for Understanding America (UAS) shows that using hyperbolic terms to describe global warming does not affect perceptions of the urgency of climate change. [emphasis, links added]
Research points out Climate warriors like Britain The Guardian Newspaper officials have chosen terms such as “climate crisis” and “climate emergency” in an attempt to attract people's attention and convey a sense of urgency, but this effort seems to be in vain.
“The preferred term was not 'climate change,' but 'climate emergency, crisis, or collapse,' and 'global warming' was preferred over 'global warming,' although the original term was not banned,” The Guardian said in 2019 when it announced an update to its official internal style guide.
In April of the same year, SPARK Neuro’s advertising consulting team published the results of a study showing that The words “global warming” and “climate change” are not enough to scare people, but switching to “climate crisis” or “environmental collapse” seems to produce significantly stronger emotional responses.
For example, the study found that listeners' emotional responses to the term “climate crisis” were 60% higher than those to the term “climate change.”
In its research, SPARK Neuro measured physiological data such as brain activity and palm sweat to quantify people's emotional responses to stimuli.
The team attached electroencephalography (EEG) equipment to the heads of 120 volunteers to measure their brains' electrical activity.
At the same time, webcams monitored their facial expressions, and sensors on their fingers recorded the sweat produced when emotions were high.
Among the six different options, “global warming” and “climate change” performed the worst, easily beaten by “climate crisis”, “environmental damage”, “weather instability” and “environmental collapse”.
SPARK Neuro CEO Spencer Gerrol said “Global warming” and “climate change” are both neutral phrases There is nothing “essentially negative or positive” about the words themselves, This may help explain why they elicit such a weak emotional response.
In addition, global warming and climate change are “Very shabby,” Gerald said, no longer having the reaction they might have had.
New research from the University of Southern California shows the opposite is true, That is, that People react more strongly to “global warming” and “climate change” than to dramatic terms.
“Comprehensive, “Climate change” and “global warming” were rated as the most familiar and worrying, and “Climate justice” had the lowest rating, with “climate crisis” and “climate emergency” falling in between. Research findings.
“Furthermore, we found no evidence that 'climate crisis' or 'climate emergency' evoke a greater sense of urgency than 'climate change' or 'global warming'.” it added.
“We therefore recommend Stick to familiar termsdraw the conclusion Changing terminology may not be the key solution Promote climate action and propose alternative communication strategies,” the report concludes.
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