Environmental Engineering Reference
In-Depth Information
• Transparency and flexibility: digital visualisation techniques can be augmented
or modified to highlight or simplify almost any aspect of the 3D/4D modelling
being conducted, such as underlying meta-data or different levels of realism
selected by the user (Bishop and Lange
2005
).
Less research has taken place on affective responses (e.g. Bishop and Rohrmann
2003
), though there is evidence that visualisations can stimulate positive or neg-
ative emotional reactions in observers (e.g. Daniel and Meitner
2001
). Nicholson-
Cole (
2005
) documented the influence of popular visual media on people's mental
imagery of climate change, and found that respondents were most emotionally
affected by national, local, and personal imagery rather than international imagery,
in part because it was easier to relate to and more salient (see also Shackley and
Deanwood
2002
). The ability of visualisations to localize information through
detailed depiction of recognizable and familiar sites, as they would be seen by
local residents or users (in contrast to a detached plan, aerial view, or abstract
diagrams), would seem to tap into people's emotional attachment to place.
Nicholson-Cole (
2005
) describes advantages of visualisation in conveying strong
messages quickly and memorably, condensing complex information, and poten-
tially arousing emotional feelings, which may motivate personal action on climate
change. The perception literature however, warns that messaging that is too heavy
on ''doom and gloom'' can be counter-productive (Moser and Dilling
2007
;
Nicholson-Cole
2005
).
Very little hard evidence exists on behavioural impacts of landscape visual-
isation, either during exposure to the visualisation material or afterwards
(Sheppard
2005a
). Lowe et al. (
2006
) have evaluated behaviour of people who
watched the film ''The Day after Tomorrow'' which contained extensive visuali-
sations of supposed climate change effects, and found both attitude change and
some limited changes in behavioural intent, especially immediately after the
viewing. There is evidence from visualisation practice that use of computer vi-
sualisations has also led to significant action by decision-makers on policy changes
to planning strategies and approvals (Sheppard
2005a
; Sheppard and Cizek
2009
).
It therefore seems possible that landscape visualisations, if applied to what is
arguably the single greatest environmental issue of all (climate change), may be
able to capture public interest, influence attitudes and support for climate action, or
help trigger policy change, by ''making climate change personal'' in people's back
yards. The actual effectiveness of visualisation in stimulating these responses may
depend on many factors including: the delivery mechanism or process for pre-
senting visual imagery to the public or decision-makers, including the role of other
forms of available information; the type of audience; the socio-cultural and
environmental context; the media employed; and the nature of the climate-change-
related subject matter. It seems likely that a combination of techniques and
influences would be required if action and policy on climate change is to be
implemented at the local community level.
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