Singapore: Individuals’ attention to media messages about climate change and elaboration of these messages were positively related to the illusion of knowing

Does media exposure relate to the illusion of knowing in the public understanding of climate change? Xiaodong Yang, Liang Chen, Shirley S. Ho. Public Understanding of Science, September 30, 2019. https://doi.org/10.1177/0963662519877743

Abstract: By acknowledging that people are cognitive misers, this study proposes that people may rely on the illusion of knowing as cognitive devices for attitudinal or behavioral change, in addition to factual knowledge. Accordingly, this study shifted the focus of inquiry from assessing media effects in increasing factual knowledge to assessing how media consumption relates to the illusion of knowing. Using a nationally door-to-door survey in Singapore (N = 705), the results revealed that individuals’ attention to media messages about climate change and elaboration of these messages were positively related to the illusion of knowing. Furthermore, elaboration had moderating effects on the relationship between media attention and the illusion of knowing. These findings suggest that media consumption of climate change messages could drive the illusion of knowing, which is speculated to account for pro-environmental behaviors in addressing climate change. Theoretical and practical implications were discussed.

Keywords: elaboration, media attention, the illusion of knowing


6. Discussion 
Consistent with the cognitive miser model, this study notes that people are cognitive misers who rely on the illusion of knowing for attitude formation and behavioral change. By acknowledging the illusion of knowing as cognitive heuristics, this study offered a distinct perspective on factors that shape individuals’ behavior in addition to factual knowledge. Moreover, instead of considering the illusion of knowing as a negative phenomenon, this study stresses its positive effects in enhanc-ing motivation and promoting behavioral change, as the positive illusion model suggested. Given a dearth of studies looking at the illusion of knowing as a media effect, this study explored the factors relating to the illusion of knowing from a communication perspective.

The findings revealed that media attention was positively associated with the illusion of know-ing. The results showed that when people paid more attention to media messages about climate change, they tended to believe that they were becoming more knowledgeable about this issue when  in fact they may not gain substantial factual understanding. This is consistent with previous research, which reported that media work better in increasing audiences’ perceived knowledge than in increasing their factual knowledge (Hollander, 1995; Mondak, 1995; Park, 2001). As an impersonal issue, climate change lies beyond one’s physical life and rarely exerts any direct effect on one’s life (Kahlor et al., 2006). Thus, when paying attention to information about climate change, one tends to learn basic facts about it rather than making an effort to figure out its underly-ing mechanism. Driven by the need to maintain a positive self-image, people are led by a self-serving bias to perceive that they are becoming knowledgeable about an issue after paying attention to media messages, though they do not gain factual understanding. Thus, the more attention people pay to media messages about climate change, the more illusion of knowing they would develop.Also, this study found that media attention was positively related to the illusion of knowing in knowledge comparisons with others. When people paid more attention, they tended to perceive that they knew much more about climate change than others. This is consistent with what is sug-gested by self-enhancement bias in social comparison (Alicke, 1985). To maintain good feelings about the self, one tends to develop illusory superiority in social comparisons. With the need of maintaining a positive self-image, people tend to amplify the benefits of the media in increasing one’s self-knowledge than in increasing the knowledge of others. The more attention one pays to media messages, the more the effects of this amplification would be developed in one’s perception. This finding matters in the context of climate change, as people tend to compare themselves with others in the decision-making of engaging in collective action, such as fighting climate change. Overconfidence in the comparison would enhance individuals’ self-efficacy and motivation to take action (Taylor and Brown, 1988).Unlike other studies emphasizing factual knowledge, this study recognized the functional value of the illusion of knowing. Our empirical findings regarding the positive relationship between media attention and the illusion of knowing offer a new angle to look at the role of media in climate change communication.2 The media have been criticized for not adequately promoting factual knowledge (Park, 2001; Tichenor et al., 1970). Although the media may not be very efficient in increasing the public’s factual knowledge about climate change, they could promote public engage-ment with climate change by bringing about the illusion of knowing. The complex nature of cli-mate change makes it difficult for laymen to acquire factual knowledge. In this particular case, the illusion of knowing may serve as an alternative route for promoting public engagement with cli-mate change. Practically, policy makers and practitioners should take advantage of the media’s role in bringing about the illusion of knowing to promote public action on climate change. For those who have difficulties in acquiring factual knowledge, the illusion of knowing would be a useful device.This study also provides empirical evidence for the positive relationship between elaboration and the illusion of knowing. First, people tend to have more illusion of knowing in self-reported perceived knowledge when they elaborate media messages about climate change. As suggested by prior studies, elaborative processing of media messages contributes to both factual and perceived knowledge acquisition (Eveland, 2001; Lee and Ho, 2015). It is possible that gaining factual knowledge would enhance one’s confidence about one’s expertise. Thus, people would develop the illusion of knowing. Second, the results indicated that the more people elaborated the information about climate change, the more illusory superiority they would develop. As discussed, gaining factual understanding from elaboration would possibly increase one’s confidence in cognition. Driven by the need to maintain the confidence, people are motivated to exhibit self-enhancement bias in social comparison. Thus, people would possibly develop illusory superiority, which in turn would give rise to the false perception that they are more knowledgeable than others.Moreover, this study examined the interaction between elaboration and media attention on the illu-sion of knowing. We found that elaboration would magnify the positive relationship between media attention and the illusion of knowing. This is consistent with previous studies on elaboration, which suggest that elaborative processing would result in greater media effects (Perse, 1990). In this case, it is possible that elaboration will accelerate the media effects in increasing the illusion of knowing.Although many studies have confirmed the role of elaboration in increasing factual knowledge, very few have shed any light on its relationship with the illusion of knowing. This study filled in the research gap by empirically investigating the relationship. Besides, a further examination of the mod-erating effects of elaboration on the relationship between media attention and the illusion of knowing offers more insights, which contributes to the theoretical literature about information processing.By examining the relationship between elaboration and the illusion of knowing, findings from this study are helpful for communication practitioners to tailor specific media messages. For instance, messages should be tailored to associate with high elaborative processing, due to its posi-tive role in promoting the illusion of knowing about climate change. The information processing literature has specified that elaboration values source credibility and message quality (Chu and Kamal, 2008). Thus, messages should be designed featuring high credibility and quality. Besides, personal interests and involvement promote elaborative processing of media messages (Lee and Kim, 2016). Accordingly, media coverage of climate change should be tailored to engage the audi-ence by triggering their interests and concerns.In terms of theoretical contribution, this study examined how media consumption relates to inaccurate perceptions. There are many cases where people may make decisions based on percep-tion rather than on reality. Unlike the common sense that perception is unreliable and negative, inaccurate perception may have positive effects (Taylor and Brown, 1988). This suggests that com-munication researchers have to disregard the limit of focusing on media effects in increasing fac-tual understanding of the reality. Our study offers a new angle to explore media effects. More importantly, we examined two types of the illusion of knowing. By acknowledging the collective action nature of climate change issue, this study proposed that the illusion of knowing in knowl-edge comparisons with others should be considered in addition to the illusion of knowing in self-reported perceived knowledge. This proposition contributes to the theoretical literature on the illusion of knowing.As with all studies, this one too has its limitations. First, our research was conducted in a single country in mind, which may limit the generalizability of our findings. In Singapore, the public generally acknowledges the scientific consensus on human-caused climate change. Compared with citizens from the contexts without such a consensus, Singaporeans show much more concern about climate change and are more knowledgeable. Correspondingly, a different pattern of the illusion of knowing about climate change is expected in other contexts. What is more, people in contexts with climate change skepticism may not pay attention to media messages about climate change at all. Thus, future studies based in areas with climate change skepticism are necessary for a comprehen-sive understanding of the illusion of knowing about climate change.Second, although we recognized the functional value of the illusion of knowing, we have not examined its attitudinal or behavioral outcomes in this study. Thus, future research is suggested to explore how the illusion of knowing about climate change is related to individuals’ pro-environ-mental behavior. In particular, a thorough examination of the illusion of knowing and factual knowledge jointly would provide much more compelling findings.