The lecture is scheduled for Wednesday, September 7, 2022, from 4:15 to 5:45 pm at im ZeMKI, Linzer Str. 4, room 60.070 (ground floor).
This presentation will introduce the unique communication strategies of the Monash Climate Change Communication Research Hub (MCCCRH) which deliver’s simple, short, factual climate messages, from trusted sources over long time frames to large audiences. This approach aims to influence national media ecosystems and how they report on climate science and climate impacts by partnering with the most influential media outlets within national attention economies and peak climate services groups. In Australia, the MCCCRH reaches ninety per cent of the free to air television market and Australia’s most read online news outlets on a weekly basis. Showcasing it’s two flagship programs with weather presenters and online news services, this paper will outline the research needed to operationalise such a high impact program. Besides analysing existing media reporting in national contexts, this includes research into trusted climate sources, trusted climate messengers, trusted channels, as well as understanding the way audiences are divided by who they trust and which channels they consume.
Biographical note: David Holmes is Founder and Director of the Monash Climate Change Communication Research Hub and Associate Professor in Communications and Media at Monash University. Trained in the sociology of communications and the history and philosophy of science, his research explores the interrelations between media, science communication and climate change. He is co-editor of the Edward Elgar Research Handbook on Communicating Climate Change and also conducts field research into audience views of climate change beliefs, literacy and behavioural response.