06.19.08

It’s All in the Words

Posted in Behavior, Climate Change, Conservation, Energy, Resources at 11:03 pm by justakim

Killing critters vs culling herbivores
Researchers looked back upon a controversial hedgehog culling
and used “content analysis”, a framework used by social scientists that basically looks at diction (vocabulary, wording). They found that different stakeholders discussed the same situation with completely different language.

“The pro-hedgehog lobby wrote about killing and animal welfare issues and used emotive or informal vocabulary, whereas the pro-bird lobby used more scientific language and vocabulary concerning wildlife and the Hebrides. Interestingly, media coverage of this controversy tended to use language similar to that of the pro-hedgehog groups. Our results show how content analysis allows differences in focus between stakeholder groups to be highlighted in a quantitatively rigorous way, and that this can encourage a dialogue to develop in which all stakeholders are at least addressing the same issues.”

…quantitatively rigorous? Yeah well, I don’t think you have to run statistical tests on word counts to know they’re approaching the situation differently and using their written skills to best frame their position. it does however make it easier to identify and address differences.

Miles Per Word
Changing how fuel efficiency is described can make a difference in what cars people buy. Rather than describing efficiency in miles traveled per gallon, if one were to describe it in gallons per 100 miles traveled, it would be easier to see how much of a difference it would make to take a very low efficiency car and improve it.

At 10 mpg, it takes 10 gallons to travel 100 miles. If that were doubled to 20 mpg, it would take 5 gallons. You save 5 gallons.

A car with 25 mpg takes 4 gallons to travel the same distance. Double that to 50 mpg would take 2. You save only 2 gallons.

We’re better off by having people ditch SUV’s for average cars than replacing average cars with better ones. This may seem pretty obvious for after all the SUV is the symbol of everything anti-environmental, but perhaps moreso when presented slightly differently.

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