The Power of Metaphor in Communicating Risk in Climate Messages

Abstract:

Risk messages are intended to capture attention whether danger is almost certain or only a remote possibility. When used the right way, metaphor is an effective tool for getting people to pay attention to hazard and take the right course of action. Metaphor is effective because it immediately grounds what is unknown and abstract in terms what is known and concrete. For instance, when talking about a wildfire that is “swallowing up homes” we instantly understand that it is dangerous and destructive (not literally eating homes), or when talking about a drought “crippling California” we instantly know that it is leading to suboptimal agricultural and economic conditions. TV journalists often use metaphor in reporting climate information because it can vivify information. In contrast, government officials who work with risk are inclined to avoid it. The aim of this presentation is twofold: 1) to analyze and characterize types metaphors in climate discourse, especially messages about extreme wildfires and severe drought conditions, and 2) to discuss the utility of metaphor to framing risk messages for varied stakeholders across varied timescales. Many examples of risk messages in natural discourse about climate are analyzed and discussed, including examples from the TV News Archive.