Using the Psychology of Language to Effectively Communicate Actionable Science

Abstract:

The words used to articulate science can have as significant a psychological impact on public perception as the data itself. It is therefore essential to utilize language that not only accurately relates the scientific information, but also effectively conveys a message that is congruent with the presenter’s motivation for expressing the data. This is especially relevant for environmental subjects that are surrounded by emotionally charged, political discourses. For example are terms like catastrophe and disaster; while these words may accurately illustrate impartial scientific data, they will likely trigger psychological responses in audiences such as fear or denial that have a detrimental impact on the human decision making process. I propose a set of 5 key principles to assist in communicating data to the general public that both support the transfer of ideas and the presenter’s intended psychological impact. 1) Articulate the underlying intentions that motivate the communication of data in a transparent manner 2) Use language congruent with the presenter’s stated intentions 3) Maintain a neutral, non-judgmental attitude towards the complex human psychological and emotional dynamics present in a target audience 4) Demonstrate acceptance and compassion when analyzing past and present human actions that adversely affect the environment 5) Develop a perspective of non-attachment when proposing future actions and/or consequences of current human behaviors. The application of these 5 principles provides a framework to move from our current understanding of problems and solutions to effective physical action that allows us to gracefully adapt with our ever changing planet.