This is inspired by an interaction between George Marshall, author of a great book “Don’t even think about it. Why our brains are wired to ignore climate change” and Professor Dan Kahan, the head of the Yale Cultural Cognition Project. When talking about Climate Change in the Media, Dan Kahan is a straight shooter. “Face it”, he says, “even if it does get mentioned on MSNBC or Fox News, ten times more people will always be watching funny animals”. He then urges George Marshall to watch “The Crazy Nastyass Honey Badger” on YouTube, a video which has gained over 82 million views. Over on the Intergovernmental Panel on Climate Change YouTube channel, the climate scientists have a hard time reaching an audience in the thousands combined with a poorly performing Instagram account. There are a couple of concerns here. Firstly, Climate Scientists are not good at getting their message out to a big enough audience and secondly this message isn’t as “cool” to share with your friends as a badass Honey Badger.
Later in the interaction, Kahan argues that people obtain their information through the people they trust, or, beyond that, from parts of the wider media that speak to their worldview and values. Most of the time, this is a highly effective shortcut and works fine, unless, in Kahan’s words, the information becomes “contaminated” with additional social meaning and becomes a marker of group identity.
Kahan uses Gun Control as a case in point. Polls in West Virginia show that 62% of people want more gun control but, you would be a fool to run for election in the state campaigning for gun control. In fact, 85% of the people in West Virginia know you can’t trust politicians who say that they want gun control. Why? Because gun control in politics is associated with college educated liberals, a group the people of West Virginia have a hard time trusting.
Climate Change is similarly contaminated, where activists are again, for the most part, college educated liberals. In fact, I have fallen into this trap by beginning this post with George Marshall and Prof. Kahan. When people get their information from people they trust and these people don’t include the college educated liberal type it’s clear all the facts in the world won’t convince them. Allow me fall into the trap once more and quote philosopher Arthur Schopenhauer “Hence the uselessness of logic: no one ever convinced anyone by logic… To convince a man, you must appeal to his self-interest, his desires, his will”.
Keeping in mind that to convince people we must appeal to their self-interests and desires, allow me to introduce you to a man you will most likely know well, Hugh Hefner, the founder of Playboy. Now here is an individual who knows how to appeal to man’s self-interests and desires. So, what can we learn from Hugh Hefner? In fact, a lot. He was way ahead of his time, not just in making the topic of sex more socially acceptable but also tackling two big issues in American history, the civil rights movement and the Vietnam war. It begins with the TV show ‘Playboy’s Penthouse’ in 1959. This was going to be one of the first times that black and white people were seen socializing on television, with guests like Nat King Cole and Ella Fitzgerald. As you might guess in 1959, southern broadcasting companies were going to refuse to air the TV show. So, Hugh had a tough decision to make, either cut Nat King Cole and Ella Fitzgerald or lose half the potential audience. He chose talent over views in the end, putting both Nat King Cole and Ella Fitzgerald in the first episode. The southern broadcasting companies were true to their word and refused to show the TV show. Regardless ‘Playboy Penthouse’ aired for two seasons and in the late 1950s this was huge for the civil rights movement.
Playboy didn’t stop here. In the famous uncensored interview section of each magazine, it gave a voice to Martin Luther King and Malcom X when no others would. It condemned the Vietnam war long before Time magazine and other media sources at the time as well as using its magazine to educate Americans about HIV/AIDs during the 1980s. It is clear that Playboy used its platform to instigate social change. This was a magazine that was selling millions of copies each month, hitting a broad audience and using this to tackle some of the most important issues in human history. Climate scientists and activists need something similar, to distract from the additional social meaning associated with climate change and create a platform to show people the problems and how we can solve it. Climate change needs its playboy bunny.
What I propose is to use influencers on social media, particularly Travel Bloggers. I am talking about the people who travel the world putting up wonderful pictures and telling us stories of places we can only dream of going. Why would these people make good Climate Change bunnies? Well they are interesting, showing us a life we’d all love and more importantly they travel the world. Scientists are always telling us about various places affected by climate change, but these people have actually been there. I envision interviewing such a blogger who has just visited an exotic island in the pacific and asking what the place it like. The response is perfect, as I am told “the island is one of the most beautiful places I have ever seen. It is awful that rising sea levels is resulting in most of the island’s inhabitants having to relocate”. This is brilliant and let me tell you why. Firstly, rising sea levels have been brought up without politicians, liberal celebrities or scientists losing that contamination. Secondly, there is the potential to hit the million or so followers that this blogger has. Finally, as Prof. Kahan had mentioned, people obtain their information through the people they trust, or, beyond that, from parts of the wider media that speak to their worldview and values. Travel bloggers I believe fall into this category. They consistently tell their story, keeping you up to date with their daily doings and issues which such an openness that it creates an almost friendship like relationship. I imagine there are even people who know more about a blogger than they do about a good friend.
Travel bloggers are already using their platform for good. Take Jonny Ward for example with his blog One Step 4 Ward. He has cleverly developed an audience with his travels, storytelling, good advice and motivation and as I write this he has just finished riding around Sri Lanka in a tuk tuk, over 1000km and you should check out his Instagram @onestep4ward to see more. With this audience he has, thankfully, decided to give back with a current project to build a playground for the Burmese migrants in Thailand with an aim to “inject a little fun, a few more smiles and a bit of colour”. This is on top of other projects he has completed in Senegal and Gambia. This is the kind of platform and audience climate scientists need capitalise on. There is no doubt that Johnny Ward would make a good playboy bunny.
So, what am I trying to say with all this? Firstly, climate change activists are in competition with funny and cute animals in terms of getting the message out there, and even when they manage to get their message out there it is often contaminated with this additional social meaning. So, to generate a larger audience I propose we, like Hugh Hefner with his bunnies, use or create a platform which appeals to people’s desires and avoids this additional social meaning to spread the message and inspire solutions. Travel bloggers are ideal for this. Their use of social media is some of the best out there and they help us imagine, understand and care about places on earth we may never get to.