I took part in a session today at the International Scientific Congress on Climate Change in Copenhagen on the role of the media in communicating climate change. Organised by Max Boykoff at the University of Oxford, the session brought together a diverse panel of journalists and academics who study media trends.

The backdrop to this session was quite interesting. Throughout the 3-day conference, there was a palpable sense of frustration among the scientific community that the media simply hasn’t done an adequate job in reporting climate change, and that it may be partly to blame for lack of public understanding and for inaction of the part of policymakers. This theme emerged in many of the talks on the first day alone.

There were many highlights from today’s session, but I’ll just mention a few. William Freudenberg of UC Santa Barbara said that climate scientists on the whole are being too optimistic about the prognosis for global warming and called for a new era of media coverage to highlight the conflict within the scientific community between what is ‘consensus’ and the reality of a more serious situation.

Naomi Oreskes of the University of California, San Diego, famous for her 2004 Science paper on the scientific consensus, said that the scientists needs to rethink their strategy on communicating climate change and asked whether they should collaborate with PR agencies to get their message across (she wasn’t advocating this, but asked whether this or other strategies could be employed to inform discussions on science more effectively).

James Kanter of the International Herald Tribune spoke of the role of the media as watchdog and pointed to a feature he investigated over five months last year on how electricity companies are making billions in windfall profits from the European ETS. RWE, a major German power company, and the biggest carbon dioxide emitter in Europe, received an estimated windfall of roughly €5 billion in the first three years of the system, more than any other company in Europe. The feature, which made the front page of the IHT in December, provoked a response from REW, which acknowledged the profits it had made (although said they wouldn’t be pocketed) and could serve as a warning to other cap-and-trade schemes under consideration.

My talk looked at the issue of whether a topic of socially and scientifically complex as climate change can be communicated effectively on blogs. The answer to this, in my view, is an unequivocal yes, for the following reasons. Back in August, Nature hosted the first international science blogging conference, where it was evident that bloggers are increasingly taking on the role of journalists in breaking news and providing genuine investigative reporting. That’s likely to become an emerging trend in the current economic climate, where traditional media outlets (think CNN) are seeing cutbacks in science reporting. Perhaps more importantly, as Gavin Schmidt of Real Climate previously pointed out, blogs can provide context to news and explain the significance of new research in a level of detail that can never by achieved by newspapers, which have a limited number of column inches dedicated to science.

Unlike many bloggers, journalists who blog have access to embargoed information, which means they can cover science stories as soon as they break, reaching a wide audience effectively and rapidly. But blogs can also provide a forum for scientists to engage more directly with society. While some argue that scientists (and indeed science journals such as Nature) should channel all discussion of research through formal routes such as ‘letters to the editor’, this will only ever reach a limited number of well-informed readers.

To communicate science to a wider audience, a faster and more accessible route is necessary.

As a recent editorial in Nature highlighted:

Researchers would do well to blog more than they do. The experience of journals such as Cell and PLoS ONE, which allow people to comment on papers online, suggests that researchers are very reluctant to engage in such forums. But the blogosphere tends to be less inhibited, and technical discussions there seem likely to increase.

Moreover, there are societal debates that have much to gain from the uncensored voices of researchers. A good blogging website consumes much of the spare time of the one or several fully committed scientists that write and moderate it. But it can make a difference to the quality and integrity of public discussion

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That’s not to say that blogs are flawless – the comment threads can be home to deliberate misinterpretation as much as legitimate discussions, and to the banal as much as the sublime. But blogs are here to stay, and the simple fact that a sceptical blog ‘Watts up with That’ won Best Science Blog of 2008 in a vote by the US public suggests that on the issue of climate change, more engaging dialogue on the blogosphere involving experts would serve society well.

The full programme from today’s session can be found here.

Olive Heffernan