Let’s Talk Climate: Messages to Motivate U.S. Latinos
Author(s): Kirra Krygsman, Meighen Speiser, Celinda Lake
Successful climate messaging that targets Latinos depends not only on choosing the right messenger, but also on understanding and connecting with distinct Latino views and values. Simply translating a message into Spanish isn’t enough – Spanish words and phrases do not always translate directly into English and vice versa. To be effective, the message must be culturally relevant.
This research project qualitatively and quantitatively explored ways to relate climate change to closely–held, personal Latino values and to use culturally competent language in a way that traditional climate polling cannot uncover.
People seek out information that supports their existing values and beliefs and reject information that contradicts their beliefs.6 In any form of climate communication, it is important to leave behind assumptions and establish common ground with the audience to ensure your message is personally relevant and avoid losing their interest or sidetracking into a debate.
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