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‘Global Warming’ Not Scary Enough, Alarmists Rebrand It ‘Climate Crisis’

by Thomas D. Williams, Ph.D.
May 01, 2019, 1:59 PM
in News and Opinion
Reading Time: 2 mins read
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climate action protestSince the expressions “global warming” and “climate change” do not frighten people enough, activists are proposing a shift in language to “climate crisis” or “environmental collapse,” with the help of advertising consultants.

Neuroscience research suggests that “global warming” and “climate change” do not produce a powerful enough reaction in people, whereas “climate crisis” got “a 60 percent greater emotional response from listeners” according to a recent study.

Environmental lobbying has reportedly yielded a 15-point increase in the share of Americans who believe that climate change is a serious problem, but activists are looking for ways to boost that number still further by using more explosive language.

Enter SPARK Neuro, an advertising consulting firm that measures physiological data such as brain activity and palm sweat to quantify people’s emotional reactions to stimuli.

SPARK Neuro fixed electroencephalography (EEG) devices to the heads of 120 volunteers to gauge the electrical activity coming from their brains.

At the same time, a webcam monitored their facial expressions and sensors on their fingers recorded the sweat produced by heightened emotions.

The group, which was evenly divided among Republicans, Democrats, and Independents, listened to audio recordings of six different climate phrases.

“Global warming” and “climate change” performed the worst, beaten hands down by “climate crisis,” “environmental destruction,” “weather destabilization,” and “environmental collapse.”

According to Spencer Gerrol, CEO of SPARK Neuro, there are two probable reasons that “global warming” and “climate change” perform so poorly.

For starters, they are both neutral phrases, with nothing “inherently negative or positive” about the words themselves.

Second, people have gotten used to these expressions and they no longer pack a significant punch. Both global warming and climate change are “incredibly worn out,” Gerrol said.

Moreover, if an expression doesn’t elicit a strong emotional response in the first place, it is even more likely to wear out quickly, Gerrol said.

In its study, Spark said it was looking for a “sweet spot” that provoked a response but did not backfire by driving people over the edge.

“A successful candidate’s aim is to broaden the conversation around an issue with words that spark interest on both ends of the political spectrum… while avoiding overstating the problem,” it declared.

Read more at Breitbart

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Comments 15

  1. David Lewis says:
    6 years ago

    Liberals have been using selective naming for decades, unfortunately with a lot of success. Perhaps the oldest and most successful is naming discrimination against whites as “affirmative action.” The effort to take peoples’ freedom away to own guns is often named “gun safety.” Any time the word “justice” is used in a liberal organization it almost always refers to socialism or some other scheme to take from those who have earned what they have in order to give to those who haven’t. “Climate change” is a pretty neutral term in that even climate realists acknowledge that the earth’s climate is always changing. One example is the natural warming as we continue to recover from the mini ice age. On the other hand, “Climate Crisis” makes the statement that there is a crisis and many people will accept that.

  2. David Lewis says:
    6 years ago

    A fraud by another name is still a fraud.

  3. Dave O says:
    6 years ago

    Maybe we need to label them the Alarmist Media instead of Mainstream. There is nothing Main or middle of the road with anything they have to espouse.

    • Freeman says:
      6 years ago

      I’m gonna call ’em “Alarmist Media” from now on.
      Of course, there are things to be alarmed about, but they don’t bring those things up.

  4. David Lewis says:
    6 years ago

    Liberals have been using selective naming for decades, unfortunately with a lot of success. Perhaps the oldest and most successful is naming discrimination against whites as “affirmative action.” The effort to take peoples’ freedom away to own guns is often named “gun safety.” Any time the word “justice” is used in a liberal organization it almost always refers to socialism or some other scheme to take from those who have earned what they have in order to give to those who haven’t. “Climate change” is a pretty neutral term in that even climate realists acknowledge that the earth’s climate is always changing. One example is the natural warming as we continue to recover from the mini ice age. On the other hand, “Climate Crisis” makes the statement that there is a crisis and many people will accept that.

  5. Amber says:
    6 years ago

    Well they have announced the planet is toast in 11 years so the rhetoric has to be stepped up . The eco -green Democrats are in permanent melt down mode .
    .

  6. Spurwing Plover says:
    6 years ago

    Like those idiots from Greenpeace climbing up on building or bridges on national monuments and world sites to unfurl their banners and ruin the Nazca Plains with their stupid message

  7. David Lewis says:
    6 years ago

    Liberals have been using selective naming for decades, unfortunately with a lot of success. Perhaps the oldest and most successful is naming discrimination against whites as “affirmative action.” The effort to take peoples’ freedom away to own guns is often named “gun safety.” Any time the word “justice” is used in a liberal organization it almost always refers to socialism or some other scheme to take from those who have earned what they have in order to give to those who haven’t. “Climate change” is a pretty neutral term in that even climate realists acknowledge that the earth’s climate is always changing. One example is the natural warming as we continue to recover from the mini ice age. On the other hand, “Climate Crisis” makes the statement that there is a crisis and many people will accept that.

  8. David Lewis says:
    6 years ago

    Liberals have been using selective naming for decades, unfortunately with a lot of success. Perhaps the oldest and most successful is naming discrimination against whites as “affirmative action.” The effort to take peoples’ freedom away to own guns is often named “gun safety.” Any time the word “justice” is used in a liberal organization it almost always refers to socialism or some other scheme to take from those who have earned what they have in order to give to those who haven’t. “Climate change” is a pretty neutral term in that even climate realists acknowledge that the earth’s climate is always changing. One example is the natural warming as we continue to recover from the mini ice age. On the other hand, “Climate Crisis” makes the statement that there is a crisis and many people will accept that.

  9. David Lewis says:
    6 years ago

    Liberals have been using selective naming for decades, unfortunately with a lot of success. Perhaps the oldest and most successful is naming discrimination against whites as “affirmative action.” The effort to take peoples’ freedom away to own guns is often named “gun safety.” Any time the word “justice” is used in a liberal organization it almost always refers to socialism or some other scheme to take from those who have earned what they have in order to give to those who haven’t. “Climate change” is a pretty neutral term in that even climate realists acknowledge that the earth’s climate is always changing. One example is the natural warming as we continue to recover from the mini ice age. On the other hand, “Climate Crisis” makes the statement that there is a crisis and many people will accept that.

  10. David Lewis says:
    6 years ago

    Liberals have been using selective naming for decades, unfortunately with a lot of success. Perhaps the oldest and most successful is naming discrimination against whites as “affirmative action.” The effort to take peoples’ freedom away to own guns is often named “gun safety.” Any time the word “justice” is used in a liberal organization it almost always refers to socialism or some other scheme to take from those who have earned what they have in order to give to those who haven’t. “Climate change” is a pretty neutral term in that even climate realists acknowledge that the earth’s climate is always changing. One example is the natural warming as we continue to recover from the mini ice age. On the other hand, “Climate Crisis” makes the statement that there is a crisis and many people will accept that.

  11. trevor collins says:
    6 years ago

    greetings from New Zealand……in late 2017, our ‘greenie MP, James Shaw was given a new title of ‘climate controller’! He has been in the ‘banking industry’ most of his working life……. enough said……..regards, Trevor.

  12. Sonnyhill says:
    6 years ago

    Nothing uglier than an adult staging a public meltdown for attention. People will notice that the real problem is between somebody’s ears.

  13. Spurwing Plover says:
    6 years ago

    Maybe if people would think without having to watch the M.S. Media and read the NYT’s they would be less paranoid and would sleep better at night without worrying about t he Ice Caps that are Growing

  14. Steve says:
    6 years ago

    So using the term “Global Warming” has failed after we have seen no warming now for over two decade and in fact have started to see a cooling now that the sun may be going into another minimal period of activity. So the liars changed it to “Climate Change” and thus anything that they claim is a change in the climate was caused by increases in CO2. Thus any flooding, drought, hurricane (or lack of), forest fires can all be claimed as caused by the higher CO2.

    Since the public have mostly tuned this crap out they need to come up with something that sounds even worse and what can be worse than a crisis? Except what crisis are we seeing related to the climate? Nothing, nada, BS!

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