Here’s a link to a report that was just issued after a study commissioned by the government in the UK. It tries to provide an answer to the question you’re looking at: The evidence on climate change is overwhelming, but half of the people won’t acknowledge that it’s real. The problem clearly is not with the science; it’s in the communication. So what’s to be done? Like the solution suggested in the Chris Mooney piece, the report sees the problem as one of “framing.” It divides people using different words than Kahan uses, but there’s a lot of overlap. It says that to get the right on board, we need to appeal to “intergenerational issues,” community well-being (and very local effects of climate change), energy security, opportunities for economic growth in green industries, and protecting “the good life.” So screw the polar bears; let's make some bucks.
bob