A presentation by Kayla Schwoerer (Rutgers University-Newark). This event is part of the Digital Governance Research Colloquium hosted by the Centre for Digital Governance.
Abstract: Previous research suggests efforts to enhance transparency by disclosing the scientific evidence justifying a new policy will increase support and potentially encourage compliance. On the other hand, emerging research into the many nuances of transparency shows that individuals’ understanding of the information provided is critical for enhancing outcomes such as policy support and compliance. Previous research has also found that more information, especially when it is visually dense and/or contains a high level of detail, can hinder understanding and, in turn, negatively affect engagement outcomes.
Thus, how can governments effectively communicate the scientific evidence that informs policy decisions? And, which strategies are most effective for enhancing individuals’ engagement on a cognitive, affective, and behavioral level? The ability to craft and target individualised messages as well as the ability to leverage digital media, imagery, and graphics has never been more efficient and accessible, leaving to question what strategies are worth pursuing by governments and for what purpose. In the case of local climate action that is largely dependent on citizen co-production, strategies for engaging citizens and encouraging behavioral change can mean the difference between policy success and policy failure.
Preliminary findings from a pre-registered survey experiment suggest that popular science communication strategies including narration or storytelling are effective for increasing individuals’ understanding of evidence-based climate policy information and, for some demographic groups, positively influencing their support for the policy. Mainly, surprising gender effects were present which are the focus of a follow-up survey experiment probing the effect of pro-social messaging and psychological ownership on women’s support for local climate change policy. Ultimately, the aim of this research is to explore how governments can advance transparency efforts by moving beyond the disclosure of information to more strategic efforts to engage citizens using effective and available communication tools.
Kayla Schwoerer is a Doctoral Candidate at the School of Public Affairs and Administration at Rutgers University-Newark. Her research focuses on public management, science and technology policy, and public engagement using insights from behavioral science, big data, and design thinking.
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