Communicating climate change: how (not) to touch a cord with people and promote action

Abstract Climate science has established human activity as the major cause of climate change. The successive reports of the Intergovernmental Panel on Climate Change (IPCC) have also provided future scenarios of the detrimental effect of rising temperatures. Despite the overwhelming scientific consensus, the voices of climate deniers are still given ample space in the media. Moreover, the urgency of the problem and the importance of taking action are difficult to communicate to the public. This paper analyses the communication strategies employed by climate scientists, climate deniers and climate activists to identify similarities and differences, in particular with regard to expressing (un)certainty. The data are media reports from major British and US newspapers, IPCC reports and the speeches of climate activists, in particular Greta Thunberg. The data are analysed by means of qualitative (eco)critical discourse analysis. The aim is to draw conclusions about how climate change could be communicated more effectively to the general public to promote action.