The Communication Challenge of Our Century

Abstract

This introductory chapter articulates the book’s emphasis on the role of communication and communication research in addressing climate change. Communicators (including scientists and science communication practitioners) and communication researchers seeking to identify research-based strategies and solutions for communicating climate are the audiences for this book. While public opinion continues to evolve, and U.S. public acceptance of the climate problem is trending up, major barriers remain. Because the problem requires a collective solution, Priest urges increased emphasis on understanding collective processes, alongside studies of the psychology of individuals. In science communication research, a dialogic approach and an emphasis on public engagement programs are replacing our old “deficit” assumptions. Despite tension between strategic and democratic goals in science communication, there is a path forward.