ABSTRACT
Most communication about climate change generally assumes that providing accurate information about its causes, consequences and solutions will necessarily improve public awareness and understanding of the problem, generate increased levels of care and concern. The alarmed and the concerned possess high levels of issue involvement and are predisposed to accept and carefully process information about climate change. This chapter offers four deliberately provocative suggestions which could help shift climate journalism in this direction: prioritize audiences who are most likely to engage with news about climate change; make greater use of a climate justice frame which spotlights the ethical, political and normative dimensions of climate change. The suggestions also includes foreground and 'activate' cultural values which are most likely to promote pro-environmental attitudes, beliefs and behaviour; and cultivate social norms of civic engagement and political efficacy with greater attention to the stories, experiences and emotions of people and communities who are working together to address climate change.
