dr. david guggenheim - "ocean doctor" - meeting the challenge of communicating rio+20...
TRANSCRIPT
David E. Guggenheim, Ph.D. Senior Fellow, The Ocean Foundation – Washington, DC
www.OceanDoctor.org @OceanDoctor Facebook.com/OceanDoctor
© David E. Guggenheim
Social Media Climate Change
Pace: Fast-moving & timely;
speaks to what’s relevant at the
moment
Disaster in slow motion
Understanding: Format demands
clear, non-nuanced message.
Ideal: Bright lines, Good versus
Evil
Enormous, complex & nuanced
issue
Motivation to Act: • Emotion/Feel Personal
Connection (humor, fear, anger,
outrage)
• Self-Interest (incl. to be cool)
• Hope
So big, hard to see one’s self or
discern who the “enemy” is
Actions: Ideally short-term,
specific & focused actions.
Do individuals feel like they can
really make a difference?
Community: Need “spiritual
leadership” Inspire me; I need to
relate to you; be cool, be funny;
be real
Public face: Scientists, policy
wonks, politicians
Keywords: Climate Change Hoax
Keywords: Climate Change
10/10/10
9/30/2009:
EPA moves
ahead w/
GHG rules
11/2009:
Climate
Scientists’
Hacked
Source: Google Insights for Search
© David E. Guggenheim
© David E. Guggenheim
© David E. Guggenheim
© David E. Guggenheim
© David E. Guggenheim
Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Priority 1
• Introduce a friend to visit Mother Nature
• Share the story!
Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Parse issue, invite diverse,
nontraditional constituencies. Let
people see themselves, feel
connected
© David E. Guggenheim
Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Parse issue, invite diverse,
nontraditional constituencies. Let
people see themselves, feel
connected
• Army of ambassadors, story tellers
• Youth delegations, correspondents
• Bring story to local communities,
schools
• Engender connection: Inspire,
unforgettable experience, be part of
something bigger than themselves
• I’m in Rio…are you?
• Virtual presence
• Branding
• Share the story!
Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Parse issue, invite diverse,
nontraditional constituencies. Let
people see themselves, feel
connected
Local & Global: True social
movement about community, how
we live our lives
Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Parse issue, invite diverse,
nontraditional constituencies. Let
people see themselves, feel
connected
Local & Global: True social
movement about community, how
we live our lives
• Show the world what your community is
doing.
• Share the story!
