Working from a conceptual model of communication; conducting empirical research with a target population Joe Cone, Oregon Sea Grant Sea Grant Climate Workshop Communication and Social Science session 9 Nov. 2009

Outline Mental models: One way we think Mental models and communication Nonpersuasive communication model Empirical research: Why, What, Who, How Using the research

Mental models: One way we think Scale model of reality in our heads Based on individual’s experience, understanding (and misunderstanding) Held in memory, applied to new information Some adjustment of model can occur, but bias is toward confirming existing model

Mental models & Communication

Nonpersuasive Communication

Empirical research: Why “Empirical study is absolutely essential to the development of effective communication. With this in mind, there is no such thing as an expert in communication – in the sense of someone who can tell you ahead of time (i.e., without empirical study) how a message should be framed, or what it should say.” Source: Morgan, M. Granger, et al. (2008). Best Practice Approaches for Characterizing, Communicating and Incorporating Scientific Uncertainty in Climate Decision Making, U.S. Climate Change Science Program.

Empirical research: What? Who? Mental models interviews Analyze Focus/ other groups Analyze Survey Analyze

Nonpersuasive Communication

Empirical research: How

Using the research: Including specialist knowledge

Mapping User Knowledge

Summary Mental models: One way we think Mental models and communication Nonpersuasive communication model Empirical research: Why, What, Who, How Using the research

Sources Collins, Allan and Dedre Gentner (1987). “How People Construct Mental Models.” Cultural Models in Thought and Language. D. Holland and N. Quinn, eds. Cambridge: Cambridge University Press. Fischhoff, Baruch (2007). "Nonpersuasive Communication About Matters of Greatest Urgency: Climate Change." Environmental Science & Technology A-Page Magazine 41(21): Fishbein, Martin and Marco C. Yzer (2003). "Using Theory to Design Effective Health Behavior Interventions." Communication Theory 13(2): Morgan, M. Granger, et al. (2002). Risk Communication: A Mental Models Approach New York: Cambridge University Press. Morgan, M. Granger, et al. (2008). Best Practice Approaches for Characterizing, Communicating and Incorporating Scientific Uncertainty in Climate Decision Making, U.S. Climate Change Science Program.