by Untitled blue
#25) THE “DON’T BE SUCH A SCIENTIST” ANALYSIS OF “AN INCONVENIENT TRUTH” (SPOILER: IT ENDS WITH GEORGE LAKOFF)
[Via The Benshi]
WARNING: THIS IS A LENGTHY ARTICLE - Please think of this “post” as something closer to a feature article in a magazine. Ryan Mitchell and I feel this is the most important piece we’ve posted on The Benshi to date. It is the written version of a talk I’ve been crafting over the past two years. And it is the application of the contents of my book to the real world.
For the past year I’ve been giving talks in which I present my analysis of “An Inconvenient Truth,” using the four chapters of my book to examine, not the scientific content of the movie (which from the first year of its release has been examined in great detail), but rather the way in which “the message” was delivered through the medium of film. For the past few weeks I’ve been planning to present my analysis in written form, but last week I was conveniently cued by Climate Progress blogger Joe Romm when he correctly pointed out the seeming contradiction between what I said in my book about “An Inconvenient Truth,” (which was positive) versus what I’ve been saying in the talk (that the movie was a failure).
Let me begin by making one clear statement: I am in no way, shape or form a “climate skeptic.” The message of this essay is not that “Gore was wrong,” but rather that the movie wasn’t as persuasive as it could have been.
An Inconvenient Truth: The failure to “tell a good story”
THE SET UP BY JOE ROMM: MY SEEMING CONTRADICTION
As Joe Romm mentions, I described “An Inconvenient Truth” in my book as, “The best made and most important piece of environmental media in history.” I chose those words carefully. I avoided saying anything critical about the movie because I didn’t want climate skeptics taking bits out of context and suggesting I was on their side. But now that the book is published, it’s time to offer up the other half of my analysis.
We can begin by asking, “How can something be both well made and important, yet still a failure?” Well, I don’t mean this in any humorous sense, but let me just mention the names of the R.M.S Titanic and the Hindenburg blimp for starters. These things happen.
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Every researcher who had to discuss their work should read this article if not the important book that describes these principles. Most people deal use metaphors to deal with life. Just presenting information only reaches a very few, the ones whose metaphor is rationality.
But if you want to convince people, to change their minds, there is actually a pretty well-defined process. And most makers of films, books and other creative media actually know what that is.
Randy Olson discusses important points – for science, and the rationality that underlies it, to reach a larger audience there needs to be a recognition that what moves most researchers to change their minds does not really work with most people.
That does not make them wrong. It simply means they use different heuristics as a survival mechanism in a complex world. If you want to reach them, you need to adapt to their heuristics, not the other way around.
Michael Moore understands this which is why his films, which have cringe-worthy parts for rationalists, are very can be effective in changing people’s minds.
The majority of people will never change their views if we only appeal to logic. That is not how they make it through their daily lives. We must learn to tell the story in ways that resonate with their daily rules of thumb, their personal heuristics.



