If you watched the Opening Ceremony of the Rio Olympics Friday evening, social media was buzzing about the bold inclusion of a segment on climate change.
The segment highlighted the perils of sea level rise on vulnerable nations and cities and also showed Ed Hawkins’ compelling visual spiral indicating global warming. I also noticed more activity on my social media platforms from people that normally do not talk about the topic. The overwhelming comments where things like “wow, that was a wake up call” or “that really stimulated a conversation with my kids.” On the same day, I read a study showing that Leonardo di Caprio’s speech about climate change at the Oscars strongly resonated with the public. This convergence made me ponder why the “Rio Olympic Effect” and “the DiCaprio Effect” resonates with the public even though scientists have been warning of many of these effects for decades.
Visitors take photographs in front of the Olympic Rings at Copacabana beach in Rio de Janeiro, Brazil, on Thursday, Aug. 4, 2016. Photographer: Dado Galdieri/Bloomberg
A new paper published on August 2nd in the open access and peer-reviewed journal PLOS|One explored “the DiCaprio Effect.” The study was entitled, “Big Data Sensors of Organic Advocacy: The Case of Leonardo DiCaprio and Climate Change.” They found that afterLeonardo DiCaprio’s 2016 acceptance speech at the Oscars, tweets including the terms “global warming” or “climate change” increased by 636%. They pointed out that the popular actor’s “effect” eclipsed Earth Day and The Paris Climate Conference focused by factors of 5.3 and 3.2, respectively. Google GOOGL +1.20% searches for terms related to climate change or global warming also spiked by 210% to 261% the day he spoke and in the days after the speech.
DiCaprio’s star power was effective. The public will listen to the opinions and viewpoints of celebrities even though they may not be experts on the subject of climate, vaccination, or genetically modified foods. Why so?
Celebrity status causes a “halo effect” that gives celebrities “a cloak of generalized trustworthiness which extends well beyond their industry of expertise,” Hoffman’s article says. By wanting to follow in celebrities’ footsteps, their admirers also follow their health advice.
This extends to other topics too like climate change. The study authors convey that people are somewhat hardwired to copy or emulate people that they admire. This tendency has been called “self-esteem motive.” According the Hoffman and colleagues, by listening to celebrities that people like or admire, it plays into the narrative of how they want to perceive themselves
DiCaprio is fairly educated on the topic of climate change and his remarks align with much of the scientific consensus. However there are numerous examples in which the “halo effect” is counter to science and policy. Hoffman and colleagues argue that the celebrity effect should be harnessed when organizations effectively partner with celebrities counter bogus claims and promote evidence-based information.
Basically the “halo effect” boils down to something that marketing professionals have understood for decades. It is why celebrities are asked to endorse products and services (Remember the “Be Like Mike” gatorade commercials with Michael Jordan).
Heck, I even observe it on smaller scales. I am the former president of the American Meteorological Society. I am the director of a major University’s Atmospheric Sciences Program. I have a BS, MS, and PhD in meteorology. Yet, there are numerous times where I have noticed that someone in the public tends to place more value on the same information I may have provided if it comes from the TV meteorologist they are used to seeing or trust. Heck my own mother even did it to me once.
Scientists must also be cognizant of how we communicate with the public. Celebrities speak in clear and relatable terms. Scientists tend to be jargony. For example, “positive trend” to a scientist means an increasing trend. Many in the public perceive “positive” to be good. Likewise, the term “uncertainty” is common to scientists, but the public may perceive “uncertainty” as not knowing what we are talking about. Richard Sommerville and Susan Hassol’s article, Communicating the Science of Climate Change, is a must-read article if you engage broadly on this topic.
Kudos to the Olympic committee. It used the visual of sea level rise to get people’s attention. There are numerous studies on the looming dangers of sea level rise including recent work by Matt Hauer and colleagues. A National Academies study for the Navy pointed out that most of their installations are at (or below) sea level. The Navy is paying close attention to sea level rise.
I understand the focus on sea level because it is visual and many people live in places like Miami, New York, New Orleans, San Francisco, London, and other major coastal cities. It is important to understand that climate change impacts more than sea level and polar bears. There are implications for national security, agricultural productivity, global water stress, diseases, and so forth.
Visitors take photographs in front of the Olympic Rings at Copacabana beach in Rio de Janeiro, Brazil, on Thursday, Aug. 4, 2016. Photographer: Dado Galdieri/Bloomberg
A new paper published on August 2nd in the open access and peer-reviewed journal PLOS|One explored “the DiCaprio Effect.” The study was entitled, “Big Data Sensors of Organic Advocacy: The Case of Leonardo DiCaprio and Climate Change.” They found that afterLeonardo DiCaprio’s 2016 acceptance speech at the Oscars, tweets including the terms “global warming” or “climate change” increased by 636%. They pointed out that the popular actor’s “effect” eclipsed Earth Day and The Paris Climate Conference focused by factors of 5.3 and 3.2, respectively. Google GOOGL +1.20% searches for terms related to climate change or global warming also spiked by 210% to 261% the day he spoke and in the days after the speech.
DiCaprio’s star power was effective. The public will listen to the opinions and viewpoints of celebrities even though they may not be experts on the subject of climate, vaccination, or genetically modified foods. Why so?
Celebrity status causes a “halo effect” that gives celebrities “a cloak of generalized trustworthiness which extends well beyond their industry of expertise,” Hoffman’s article says. By wanting to follow in celebrities’ footsteps, their admirers also follow their health advice.
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| Why The Rio Olympics And Leonardo DiCaprio Get Your Attention On Climate Change |
DiCaprio is fairly educated on the topic of climate change and his remarks align with much of the scientific consensus. However there are numerous examples in which the “halo effect” is counter to science and policy. Hoffman and colleagues argue that the celebrity effect should be harnessed when organizations effectively partner with celebrities counter bogus claims and promote evidence-based information.
Basically the “halo effect” boils down to something that marketing professionals have understood for decades. It is why celebrities are asked to endorse products and services (Remember the “Be Like Mike” gatorade commercials with Michael Jordan).
Heck, I even observe it on smaller scales. I am the former president of the American Meteorological Society. I am the director of a major University’s Atmospheric Sciences Program. I have a BS, MS, and PhD in meteorology. Yet, there are numerous times where I have noticed that someone in the public tends to place more value on the same information I may have provided if it comes from the TV meteorologist they are used to seeing or trust. Heck my own mother even did it to me once.
Scientists must also be cognizant of how we communicate with the public. Celebrities speak in clear and relatable terms. Scientists tend to be jargony. For example, “positive trend” to a scientist means an increasing trend. Many in the public perceive “positive” to be good. Likewise, the term “uncertainty” is common to scientists, but the public may perceive “uncertainty” as not knowing what we are talking about. Richard Sommerville and Susan Hassol’s article, Communicating the Science of Climate Change, is a must-read article if you engage broadly on this topic.
Kudos to the Olympic committee. It used the visual of sea level rise to get people’s attention. There are numerous studies on the looming dangers of sea level rise including recent work by Matt Hauer and colleagues. A National Academies study for the Navy pointed out that most of their installations are at (or below) sea level. The Navy is paying close attention to sea level rise.
I understand the focus on sea level because it is visual and many people live in places like Miami, New York, New Orleans, San Francisco, London, and other major coastal cities. It is important to understand that climate change impacts more than sea level and polar bears. There are implications for national security, agricultural productivity, global water stress, diseases, and so forth.
Dr. Marshall Shepherd, Dir., Atmospheric Sciences Program/GA Athletic Assoc. Distinguished Professor (Univ of Georgia), Host, Weather Channel's Sunday Talk Show, Weather (Wx) Geeks, 2013 AMS President
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