Communicating climate change – without losing the audience
Mona Lilja hopes that the book will become a tool for those working with sustainability communication – activists, politicians and communicators.
How can we foster genuine understanding of the consequences of climate change? The newly published book Making Truth offers fresh perspectives on how to effectively engage with critical sustainability issues by rethinking traditional communication strategies.
Professor Mona Lilja, based at Malmö University’s Department of Global Political Studies, co-authored the book with Eva Lilja, a professor emerita of literature at the University of Gothenburg.
The key is to convey consistent messages in innovative ways.
Mona Lilja
Grounded in semiotic theory, the book explores how meaning is embedded in images, language, art, and literature. By analysing how truths are constructed, the authors demonstrate how climate-related messages can be made more compelling and resonant.
“Many within the environmental movement seek to dissolve the perceived boundary between humanity and nature. Altering how we engage with nature or communicating with greater emotional depth can be powerful”, Lilja explains.
However, repeatedly issuing the same warnings – such as “climate change is a threat” – can lead to desensitisation. “It’s similar to road signs warning of deer crossings: initially, drivers take notice, but after seeing several signs, they stop paying attention,” she says.
“The key is to convey consistent messages in innovative ways. Our aim is to illustrate how truths can be reiterated without losing the audience’s interest”.
Lilja emphasises the importance of emotional engagement, storytelling, and amplifying diverse voices. One example is using everyday imagery to communicate climate risks. “The idea that blueberries might disappear resonates deeply with a Swedish audience. It’s a tangible and emotionally charged example.”
Complex narratives can also enhance impact. “When people are prompted to pause and reflect, it can lead to deeper understanding. Overly simplistic messages often fail to provoke meaningful thought.”
The book also includes insights from Japan, where environmental organisations take individuals to areas to witness the consequences of ecological degradation firsthand. Traditional forms of protest and agitation are less effective, whereas films, stories, and personal testimonies often have greater influence.
“Direct experience can be more powerful than abstract information. People tend to trust what they see more than what they hear. In many cases, visual storytelling is more effective than verbal communication”, Lilja concludes.
More about the Making Truth - Eco-Communication in the Anthropocene
