Annette Koh

From “Climate Science as Culture War” in Stanford Social Innovation —- Recognize the power of language and terminology 

Words have multiple meanings in different communities, and terms can trigger unintended reactions in a target audience. For example, one study has shown that Republicans were less likely to think that the phenomenon is real when it is referred to as “global warming” (44 percent) rather than “climate change” (60 percent), but Democrats were unaffected by the term (87 percent vs. 86 percent). So language matters: The partisan divide dropped from 43 percent under a “global warming” frame to 26 percent under a “climate change” frame.

Specific broker frames can be used that engage the interests of both sides of the debate. For example, when US Secretary of Energy Steven Chu referred in November 2010 to advances in renewable energy technology in China as the United States’ “Sputnik moment,” he was framing climate change as a common threat to US scientific and economic competitiveness. When Pope Benedict XVI linked the threat of climate change with threats to life and dignity on New Year’s Day 2010, he was painting it as an issue of religious morality. When CNA’s Military Advisory Board, a group of elite retired US military officers, called climate change a “threat multiplier” in its 2006 report, it was using a national security frame. When the Lancet Commission pronounced climate change to be the biggest global health threat of the 21st century in a 2009 article, the organization was using a quality of life frame. And when the Center for American Progress, a progressive Washington, D.C., think tank, connected climate change to the conservation ideals of Presidents Theodore Roosevelt and Richard Nixon, they were framing the issue as consistent with Republican values.