Interpretive Techniques for Challenging Topics

Contributors: Nora Deans, Sarah-Mae Nelson, MS, CIG/CIT

Interpreting the complex issues facing the oceans today, from global warming and ocean acidification to energy use and melting glaciers and ice caps, can be a challenge for interpreters in informal settings. The three units in this Interpretive Techniques training module draw upon the standards used by interpreters at the Monterey Bay Aquarium, Florida Aquarium and Alaska SeaLife Center, as well as the National Association for Interpretation (NAI) in their Certified Interpretive Guide trainings and the National Network for Ocean and Climate Change Interpretation (NNOCCI).

Through videos filmed in aquariums and national parks, we model techniques for interpreting these topics with a range of audiences. The lessons share different ways of communicating content provided in other Climate Interpreter training modules on Energy and Climate Literacy, Oil and the Changing Arctic, and Ocean Acidification.

Because climate change has become politicized, and some climate change skeptics seem to be bold and outspoken, many interpreters may be timid about talking about it. First, remember that only 10% of the population has been characterized as “skeptics.” That leaves 90% of a general audience receptive or interested in learning more. As an interpreter, you are a credible source of information. By studying the other training modules on energy, ocean acidification and oil in the Arctic, and by trying some of the techniques modeled in the videos throughout this interpretive training module, you’ll soon feel more comfortable interpreting this controversial topic. You’ll also want to understand your organization’s stance on climate change and be comfortable with the science underlying your theme. It also helps to get together with other interpreters to practice your response to skeptics or dismissive arguments.

Interpretive Techniques Module overview:

Unit 1 offers an overview of interpretation basics, including climate change intangibles, tangibles and values, framing and positive emotions.
Unit 2 explores audience, with person-on-the-street interviews about climate change, energy, ocean acidification and oil in the Arctic as well as techniques for engaging skeptics, less aware audiences, supporters and children.
Unit 3 delves deeper into techniques and methods, such as using analogies, or initiating questions and answers, storytelling and personification, “making the ask” and facilitating a dialogue about climate change and community action.

Unit One: Interpretation Basics

Effective interpretive techniques create opportunities for individuals to make meaningful, emotional and intellectual connections to climate change and other complex issues. By knowing the audience and which interpretive technique is most effective for conveying a particular message to that audience, a guide or interpreter ensures that they relay information that will engage and help the visitor relate to the topic. Interpreters are highly credible sources of information, so audiences listen, even if they don’t agree with the message. To quote Freeman Tilden, “The chief aim of interpretation is not instruction but provocation.” Through effective interpretive techniques, we can leave our audiences mulling over new ideas or actions they might take.

The Certified Interpretive Guide Training Workbook (NAI) shares that the most effective interpretation, regardless of the content of the message:

Serves a purpose: shares a story that informs, entertains and enlightens
Is well-organized: lays a well-researched foundation rather than long discourse
Is enjoyable: engages the audience
Is thematic: presents a theme with meaning beyond information
Is relevant, follows different approaches for each audience
Makes a difference, coming from you as an interpreter, a credible source

When talking about climate change in particular, it’s helpful to avoid using lots of scientific data, which tends to engender suspicion from general audiences that don’t have a strong scientific background.

In short, beware of:

Data, charts, graphs
Long, complex explanations of complicated phenomena
Unfamiliar scientific terminology
Links to particular religious or political affiliations
Threats, bad news, gloomy forecasts

Instead, try to use:

Positive examples of actions that are helping
Good news
Positive vision of the future
Personal and collective actions we can take to make a difference
Actions that young people can take (recycling, limiting energy use, etc.)
References to shared values (ingenuity, innovation, energy independence, helping other creatures and the environment, conserving resources).

In this Unit, we showcase techniques in informal settings that help engage a variety of audiences in discussions about climate change, whether melting glaciers or oil in the Arctic or warming seas. Lesson 1.1 distinguishes between tangibles and intangibles, such as output from a smoke stack versus health concerns related to that smoke stack’s output. In Lesson 1.2, framing complex issues helps engage the visitor with ocean challenges, as does sharing multiple points of view about a controversial topic. Lesson 1.3 depicts ways to engage the audience’s positive emotions even when faced with complex topics.

Tangibles, Intangibles, Universals, Values

While the meaning of the world around us lies with the tangibles, we often need intangibles to provide the sensory evidence that gives our brains the complete picture. For example, if you had only read about the deep sea, your brain might have some vague concept of what that might be like, but no clear image of the deep-sea environment. If you were able to see tangible evidence like video images of the deep sea, images of the mysterious creatures that live there, perhaps listen to sounds from the deep or touch some very cold water from the depths–then you would have a much more complete image of the deep sea. Moreover, the deep sea might take on some meaning as you connected it to other experiences that held meaning for you.

Adding Meaning Interpreting climate change or energy suffers similar challenges, as these topics seem remote from our day-to-day experience and tangible evidence is difficult to demonstrate for most people. Instead of presenting the tangible evidence of a phenomenon and then connecting the related intangible concepts, values and beliefs, we may have to follow a reverse sequence. Many people have heard the term climate change and they may grasp the concept to some degree, but it may hold little meaning for them. Our goal is to make climate change and energy more immediate and tangible, and relate it to the lives of the audience for them to understand its complexity and their role in change, without making the situation threatening.

Climate Change Tangibles Knowing that climate change is a complex global phenomenon, with many scientific concepts that are intangible to most audiences, it’s helpful to use examples of carbon dioxide tangibles including exhaust, breath, and output from smoke stacks. Energy tangibles include the sun generating light and heat, both forms of energy. Your body is an electric generator of sorts that converts chemical energy in the food you eat into warmth and electricity that powers your nerves. We can relate our use of the chemical energy in oil, gas and coal to generate tangible heat and electricity, but burning these fossil fuels releases a growing amount of carbon dioxide into the atmosphere, which is changing the energy patterns in our atmosphere (intangible). Changing how we make and use energy is the number one way to reduce the cause of our changing climate.

Other examples of global warming tangibles that most people have experienced directly or indirectly through the media or reports from people they know include:

Sea level rise seems slow and gradual, so what’s another inch or two? Hurricane Sandy brought a powerful storm surge that exceeded the 13-foot tidal surge the subway system was designed to withstand. With predicted coastal subsidence and sea-level rise, future storm surges could be even higher.
Climate change may make ordinary weather events more extreme. The most recent example is the 2014 extreme drought in California, which started with a lack of snow and rain in winter 2012 and 2013. Increasing levels of greenhouse gases are adding more heat energy to our atmosphere, which changes global convection currents and shifts the high- and low-pressure systems that determine our weather. Over time, changes in weather patterns lead to extreme events, such as droughts, and reflect a changing climate.
Ocean acidification is the real “sleeper” of climate change yet has increased rapidly in coastal areas, having economic impacts. In the eastern Pacific, the Whisky Creek Shellfish Hatchery in Tillamook, Oregon is no longer able to successfully spawn oysters due to the change in water chemistry (lower pH). They have to import oyster spat from other areas, or move. In Alaska, the favorite food of commercially important salmon is small, thin-shelled sea snails (known as pteropods) that are losing the ability to create their protective thin shells as the water acidifies.

Lesson Take Away:

By using tangible examples, you can make the intangibles of any topic more immediate and relate it to the lives of the audience.

Framing and Multiple Points of View

We all look at the world around us through particular filters or frames. These frames reflect our values, our worldview, our knowledge and experience and they have everything to do with how we perceive and react to events and issues. When interpreting climate change, it’s important to use frames that will resonate with your audience. Frames that are consistent with the values the audience holds in common can be very successful—interconnectedness, responsible management, future generations (legacy). Framing intentionally structures an opportunity for the audience to experience a visual, auditory or other sensory experience of the resource. Typically, framing includes four key elements.

Connect with a value
Use an analogy to explain the issue
Present a simple causal chain that links the issue to behavior
Encourage participation in actions to solve the issue

A sample conversation might sound something like this:

Carbon dioxide acts like a blanket, trapping heat near the Earth’s surface. Burning stuff to make energy is one of the major causes of increased carbon dioxide which is thickening that blanket. When we reduce our energy use or get energy from sustainable sources, we make less carbon dioxide and slow climate change. You can make a difference by turning down your thermostat, driving less, writing your representatives, supporting sound energy policies and much more.

Framing elements can stand on their own or be part of a larger conversation. Framing can also involve sharing multiple points of view from which something is considered or evaluated. In the following video, a skeptical visitor initiates the conversation and asks a question.

Lesson Take Away:

When interpreting climate change, it’s important to use frames that will resonate with your audience. Frames that are consistent with the values of the audience can be very successful.

Positive Emotions

Building upon a visitor’s positive emotional connection to an exhibit gives an interpreter an opportunity to delve into the impacts of global warming and ocean acidification, linking people’s actions to the species well-being and the ocean’s health.

One of the bright spots in interpreting climate change may be younger audiences. Today’s younger audiences have access to more information, have a more global perspective and are more willing to change their consumption/lifestyle choices than older generations. However, younger audiences and especially young children can react very negatively when exposed to environmental issues in a scary or threatening way. They quickly pick up information but do not have the filters that life experience provides, and they can react strongly to negative information. There are many reasons to keep a positive tenor when talking about climate change, and avoiding a fearful reaction is one.

Instead, try to use positive examples of actions that are helping, share good news, present a positive vision of the future, and explore personal and collective actions we might take to make a difference. Smile, be relaxed and look like you’re having fun and your audience will relax and engage with you.

Positive emotions lend themselves to creating opportunities for emotional connections, particularly when interpreting climate change to children. Make the ecosystem accessible using terms a child can understand. Activate comfort and positive emotions, be uplifting and inspiring, and ask the child to relate the theme to their own life.

Lesson Take Away:

Using positive emotions you can create opportunities for emotional connections and inspire action, particularly when interpreting climate change to children.

Unit Two: Audience

One of the most important practices in effective interpretation involves understanding your audience’s background, interests and perspectives so you can use the most appropriate technique for making your message relevant to their lives. Ask them questions, observe how they interact with each other, or the exhibit or location, and learn more in advance about the characteristics of the visitors to your institution.

You can also draw on recent studies that characterize the American audience as it relates their attitudes about climate change. One of the most widely used studies is Global Warming’s Six Americas: An Audience Segmentation, an ongoing study conducted by George Mason University and the Yale Project on Climate Change Communication. You can find an overview and the full study here.

NAI’s Certified Interpretive Guide Training Workbook notes that people love to hear good stories, unusual facts, inspirational thoughts, quotes and gee-whiz information in terms they understand (analogy, metaphor). They respond to things that evoke emotional or physiological responses, such as scary, beautiful, sad, happy, and what’s important to them. They don’t respond to scientific data, doom and gloom and the same thing they’ve heard over and over about climate change.

Person-on-the-Street Interviews We asked random people in California and Alaska their feelings or thoughts about energy, ocean acidification, climate change, oil in the Arctic, melting glaciers and polar regions and how to address these issues.Here’s what we heard. Can you identify the different types of audiences – skeptic, unaware, supporter? Notice the range of responses based on their own values and beliefs.

Arctic Decisions: Melting Glaciers

Additional audience videos:

Skeptical Audiences

Skeptics are not convinced that climate change is a result of human activity, and some seem to be bold and outspoken. They often reference “natural cycles” and focus on economic issues and other challenges facing society. They may be very articulate in their arguments against addressing climate change. Interpreters can acknowledge skeptics by crediting their efforts to learn about climate change. Inquiring further about sources they use for information will give you a better understanding of your audience. Listen carefully, acknowledge their key points without agreeing that they are correct and find some common ground where you may share a similar perspective, “we can all agree that the ocean is a valuable resource.” This increases your credibility with the audience, and removes the element of argument from the conversation, pointing everyone’s attention back in a positive direction. Sample dialogue might go like this:

Interpreter: Scientists are concerned that the changing climate may seriously alter seasonal migration patterns of creatures ranging from birds to butterflies.

Skeptic: I heard that many scientists question these climate change predictions and that this is just a way to drain more of our tax dollars into meaningless research projects.

Interpreter: Indeed, scientists frequently question their own work and that of other scientists. That questioning is part of the scientific process and that’s what makes science so rigorous – any research that gets published in top science journals is reviewed, questioned and ultimately accepted by other scientists. So that questioning is why we believe ultimately in the results of the scientific process. I’m glad you’re looking at the science of climate change. More of us need to consider what top scientific institutions are saying about climate change so we can make informed choices that will make a difference.

Remember that your audience expects you to be versed in at least some current climate science and energy information – be sure to use the resources included in these training modules and know your own organization’s stance on climate change.

Lesson Take Away:

Interpreters can engage a climate change skeptic by listening carefully, acknowledging key points without agreeing, asking them why they believe what they do, and finding common ground where they share a similar perspective.

Unaware Audiences

When talking to audiences who are unaware of your theme or issue, such as the impacts of climate change, take a moment to learn what matters to them and discover their values, then use the exhibit or setting to relate to what’s important to them. As a segue into a conversation about climate change, you might ask, “Have you heard any news about the strange weather we are experiencing?”

Or if you’re standing in front of an open sea exhibit and the visitor expresses surprise at the size of the tuna, never having seen it outside of a can, tie the experience into the energy cycle. “We eat tuna as food, and tuna are perfectly tailored to finding food, too. See how streamlined they are for moving quickly through the water, and how they can tuck their fins into grooves in their sides to prevent drag and conserve energy. Conserving energy from the food you have eaten is just as important as finding the food in the first place. What are ways that we can save energy?”

Analogies are helpful techniques when talking to unaware audiences, or you might ask a question or make personal connections.

Lesson Take Away:

When your audience is unaware of climate change impacts, learn what matters to them so you can relate your theme to their values in a way they can understand, while using the setting to help them relate to the issue.

Supportive Audiences

Supportive audiences are already on board with climate change and energy use and want to make a difference. They are actively engaged in the topic, giving you the opportunity to ask them to step up their game even more. Often the audience will ask what they can do to make a difference, and we know from a recent survey of aquarium visitors that people want interpreters to make recommendations for actions they might take. You might ask, “What are you currently doing to fight global warming? Have you thought what your next step might be?”

Note how the interpreter in the video above asks the visitor to do even more, relating their actions to the setting of a melting glacier in Alaska.

Lesson Take Away:

Supportive audiences want to hear recommendations for actions they can take personally or in their communities to make a difference to climate change and energy use.

Children

Children quickly pick up on everything you say, but without the filters adults use, may overreact to information you present, particularly negative or threatening information. There are many reasons to keep a positive tenor when talking about climate change, and avoiding triggering fear and turning away their interest is one. Talking to children involves relating the information to them, not just diluting the message.

Note the interpreters at a Steller sea lion exhibit as they tell the story of how the habitat/life of Woody’s relatives in the wild is changing due to global warming and the action children can take in their own lives.

Lesson Take Away:

Relate information to children, rather than diluting messages used with older audiences, and keep a positive tenor to avoid fear.

Unit Three: Techniques and Methods

“Because people learn in different ways and on multiple levels, using a variety of techniques is more effective than using just one or two over and over again.”— Handles, Helping Visitors to Grasp Resource Meanings: A Survey of Interpretive Techniques, Peggy Sherbaum, National Park Service

By using the interpretive technique most effective for conveying a particular message to an audience, a guide or interpreter ensures that they relay information that will engage and help the visitor relate to the topic. Often, skilled interpreters weave together various techniques to create interpretive opportunities yet take care to not let the technique overwhelm the message–or the listener.

In this Unit, you’ll see examples of specific techniques at play. Lesson 3.1 about the use of analogies as a technique for making climate change relevant to your audience. Lesson 3.2 focuses on using questions and answers about the exhibit or the audience’s experiences to help them relate to broader ocean issues, weaving in self-referencing to personalize the message. Lesson 3.3 explores the power of storytelling, and how personification can make global warming relevant to your audience. Lesson 3.4 gives ideas for how to move your audience towards taking action to help with pressing ocean challenges by “making the ask.” And Lesson 3.5 models how to facilitate a lively discussion about climate change with a group.

Analogies

Analogies, or comparing two things or pairs of things, are a way to use familiar examples to explain something unfamiliar, or vice versa. When interpreting climate change, you can use the current exhibit or location as a reference point in making an analogy to a larger issue or process, for example, “The oceans are like the Earth’s lungs, and they are absorbing a lot of carbon dioxide (a process similar to our lungs absorbing oxygen) but with potentially harmful results.” Another analogy involves comparing warming oceans to the water in a pot on a burner or fire, resulting in more evaporation, more heat and increased volume. When talking to children, you might compare adding carbon dioxide to our air to eating too much sugar – things get a little crazy!

Lesson Take Away:

Climate change can be unfamiliar and less relevant to some audiences, so by using analogies that link unfamiliar concepts to familiar examples, interpreters can engage the audience in further discussion.

Question and Answer, Self-Referencing Questions

Interpreter or audience-initiated questions are an opportunity to focus attention on something in the surroundings that relates to global warming, or to intellectually engage a visitor on the subject of ocean issues and climate change. An example might be: “What have you heard about changes in our oceans—like sea level rise?”

When talking to skeptical audiences, an interpreter can ask visitors to explain their point of view or personal experience to find common ground or further understand their perspective. For supportive audiences, you might ask what they are doing to help fight climate change, and what they might do to step up even more.

Asking children to think of ways to save energy at home encourages dialogue and relates the issue to their own lives. Referencing steps you are taking, such as driving a hybrid, or recycling or walking to work, can encourage conversations with audiences who are not aware of the topic.

Self-referencing is another technique for getting people in the audience to think about themselves and their own experiences as you give them new information. People relate more readily to other people—and to themselves—than abstract concepts. Telling about your own experiences helps them relate to that information personally, and perhaps even to their own lives.

Lesson Take Away:

Questions and answers help spark conversations about pressing ocean challenges and personal solutions for a range of audiences.

Storytelling, Personal Experiences, Personification

Interpretive Techniques for Challenging Topics

Storytelling, Personal Experiences, Personification

The sense of belongingness is a particularly potent motivator for many of us, and sets the foundation for an amazing phenomenon known as “social norming.” In essence, as social animals we have a tendency to follow the rest of the herd, to want to do what we perceive most other people are doing. Moreover, if we relate to or respect the other people taking an action, we’re even more likely to follow their lead.

As you establish a rapport and engender a sense of belongingness with your audience, you may want to add some personal examples of choices or actions that you’ve taken to address climate change. Any time you can work in larger scale examples of what people are doing to address climate change, you start to establish the perception that growing numbers of people are focusing on reducing climate change. The cumulative impact is that energy conservation and other actions related to climate change are becoming social norms, and that motivates more people to join in. Some sound bite examples might be:

At work we started an alternative transportation program, and now over 40% of our staff walk, carpool, bike or ride the bus. That’s a huge cost savings for them, and it’s a big reduction in the fuel we consume. I like the fact that we save $ and at the same time we’re helping out the oceans by reducing CO2 pollution.
How many of you have bought a major appliance in the past 10 years? Did you look at the Energy Star rating before you made your decision? Millions of consumers consider the energy costs associated with an appliance when making a new purchase. Congratulations! You’re already making good choices to help fight climate change! What other actions are we already taking (recycling, driving more fuel efficient vehicles, etc.)? We can do this!

Lesson Take Away:

By sharing personal experiences or examples of things you’re doing to help the oceans or save energy, you can establish a sense of belonging.

Making the Ask

A recent survey of aquarium and zoo visitors (Climate Literacy Zoo Education Network – CliZEN – study) showed that a large portion of our audience looks to us for balanced information and recommendations for actions they can take. When we fail to talk about global warming and/or fail to ask our audience to take significant action to address climate change, we are eroding our own credibility on this issue and missing a key opportunity to inspire action. When talking to skeptics in the audience, continue to learn more and keep the conversation going to find common ground where the opportunity for an action, even if a small one to learn more, becomes available. For unaware audiences, find out more about them to see what action might make sense for them to take. Congratulate supporters, and make them a model for others in the audience, while making a more involved ask and encouraging them to up their game in helping to minimize climate change, recuse ocean acidification or lower their energy use. Keep in mind it’s important to recognize all positive actions regardless of who is taking them.

Lesson Take Away:

Our audiences expect interpreters to present balanced information and make recommendations for actions they can take, whether they’re just learning about climate change or are supporters who want to step up and do more.

Facilitated Dialogue

When facilitating a dialogue about climate change with a group of individuals, it’s most helpful for the interpreter to guide the discussion, and not lead. This allows individuals at different levels of understanding about climate change to discuss their own personal thoughts and share actions they’re taking to make a difference.

Lesson Take Away:

When facilitating a discussion with a group, give everyone an opportunity to share their point of view and actions they might take to help solve climate change or reduce their energy use.