July 1, 2025, by Brigitte Nerlich

Unmuting the message: Climate communication in a complex world

Climate change communication in a chaotic world

Climate change communication has a long tradition within the communication sciences. Extreme weather (attribution) communication is an emerging new field. Both aim to contribute to community resilience and sustainability in an era of increasing climate instability. This is a challenging goal as it can only be achieved when communication activities unfold in the context of ‘‘affordances’’ that enable people to think about and act on extreme events and on climate change. These include (1) practical information about unfolding events and local risks, as well as advice on safety and support; (2) information about the long-term issue of climate change once the immediate danger has passed; and (3) the careful use of metaphors and other framing devices. Such an integrated social and communicative framework is breaking down in a fractured political landscape. Furthermore, floods and wildfires are still mostly seen through the lens of antagonist metaphors, such as ‘‘the monster fire/flood ravaged the town,’’ where power is attributed to nature rather than people. This might aggravate a tendency of political parties to not pay attention to environmental issues even after extreme weather events. Community resilience and sustainability might be enhanced by: (1) combining information sharing with mindful metaphorical framing; (2) recognizing the power of metaphors in shaping response; (3) building community resilience through both practical tools and shared narratives; (4) supporting both immediate action and long-term planning; and (5) balancing scientific accuracy with emotional resonance.

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