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On Reaching Out to Conservatives

December 13, 2012

This entry is to point out a very good article addressing how we can motivate conservatives to work with us on climate change issues. Thanks to Kate Sheppard in Mother Jones.

>In a new paper published this week in Psychological Science, researchers from the University of California—Berkeley and Stanford found that most environmental messaging uses frames that liberals tend to find more engaging. Like previous studies, “The Moral Roots of Environmental Attitudes” found that liberals respond more to messaging about caring for other people or ensuring they are treated fairly. The study found that people who identify as politically conservatives respond better to messages that are about “preserving purity and sacredness.”<

Here is the abstract from the paper mentioned.

>Americans’ attitudes about the environment are highly polarized, but it is unclear why this is the case. We conducted five studies to examine this issue. Studies 1a and 1b demonstrated that liberals, but not conservatives, view the environment in moral terms and that this tendency partially explains the relation between political ideology and environmental attitudes. Content analyses of newspaper op-eds (Study 2a) and public-service announcements (Study 2b) found that contemporary environmental discourse is based largely on moral concerns related to harm and care, which are more deeply held by liberals than by conservatives. However, we found that reframing proenvironmental rhetoric in terms of purity, a moral value resonating primarily among conservatives, largely eliminated the difference between liberals’ and conservatives’ environmental attitudes (Study 3). These results establish the importance of moralization as a cause of polarization on environmental attitudes and suggest that reframing environmental discourse in different moral terms can reduce the gap between liberals and conservatives in environmental concern.<

 

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