Matthew C. Nisbet, Ph.D.

1
Climate Change Coverage ReconsideredBreaking
the Perceptual Paralysis

• Matthew C. Nisbet, Ph.D.
• School of Communication
• American University
• Washington DC

Credit E-magazine, 2008
2
Beyond Science Literacy(Implicit) Goals of
Scientists and Journalists

• Agenda-setting function Calling attention to the
  problem
• Citizens should consider climate change a
  collective priority at the local, national, and
  international level.
• Mobilizing function Knowledge into action
• Citizens should be empowered to participate in
  collective decisions about climate change and to
  adopt personal behavior change.

3
Record Amounts of News AttentionCombined
Coverage at NY Times WPost
4
Nobel Peace Prize 2007
Al Gore and Rajendra Pachauri, the head of the
IPCC
5
Gore Trumps the Science?Appearing in Headline or
Lead at NY Times WPost
6
The Perceptual GridlockTwo Americas of Global
Warming
Dunlap McCright, 2008. Environment.
7
The Perceptual GridlockTwo Americas of Global
Warming
Pew April 2008
Dunlap McCright 2008. Environment.
8
With Science on Our Side?Knowledge Selectively
Applied Across Partisanship
9
PEW Jan. 2008 Two Americas of Political
Priorities
10
Bi-Partisan Paralysis on Personal Behavior
Porter Novelli/GMU 2008
11
Framing and Media Influence
12
The Popular Science Model

• Assumption If the public knew more about the
  technical side of science, then the public would
  view issues as scientists do, and there would be
  fewer controversies
• Emphasis is on science education and mass
  mediated popular science.

13
Fully Informed Public vs. Miserly Public?Nothing
Essentially Unique about Climate Change
14
Too Many Choices?Availability Doesnt Equal Use

• 1985

15
Too Many Choices?Availability Doesnt Equal Use
2007
16
In Competition with Other IssuesAstronauts and
Anna Nicole Smith
Pew Project on Excellence in Journalism
17
Framing Perception is Reference Dependent
Kahneman, D. (2003) In T. Frängsmyr (Ed.), Les
Prix Nobel The Nobel Prizes 2002 (pp. 449-489).
Stockholm, Sweden Nobel Foundation.
18
Framing Perception is Reference Dependent
Kahneman, D. (2003) In T. Frängsmyr (Ed.), Les
Prix Nobel The Nobel Prizes 2002 (pp. 449-489).
Stockholm, Sweden Nobel Foundation.
19
Framing and Science Communication

• Frames organize central ideas on an issue. They
  endow certain dimensions of a complex topic with
  greater apparent relevance than the same
  dimensions might appear to have under an
  alternative frame.
• Frames communicate why an issue might be a
  problem, who or what might be responsible, and
  what should be done.
• Communicated in short hand by catch-phrases,
  slogans, historical references, cartoons, and
  images.

20
Framing and Science Communication

• Strategists use frames to define issues in ways
  that fit their policy and political goals.
• Journalists use frames to organize stories and
  appeal to intended audiences.
• Citizens use frames to make sense of complex
  topics, and to articulate their opinions. Accept
  media frames that fit existing interpretative
  schema.
• Scientists use frames to communicate to
  non-specialists in other fields, craft grant
  proposals, write popular books, make powerpoint
  slides, and talk to journalists.

21
Where to Start? A Generalizable Frame Typology
for Science
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Framing Global WarmingScientific Uncertainty
Economic Competitiveness
Luntz Strategy Memo
Source Environmental Working Group
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Framing Global WarmingUncertainty Economic
Burden
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Framing Global Warming Pandoras Box of
Catastrophe
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Framing Global WarmingPublic Accountability
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Framing Global Warming Religious Moral Duty
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Framing Global WarmingEconomic Opportunity
Development
Green collar jobs
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Framing Global WarmingA Matter of Public Health
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Urban Areas and the Public Health Frame
30
Effective Communication is a ScienceExperts and
Journalists Working Together

• How can climate change be covered across news
  beats and media outlets? What are the news pegs
  and routine channel sources that allow
  journalists to sustain news attention to the
  issue?
• What are the frames, storylines, metaphors,
  examples, visuals, and sources that fit at these
  news beats and that activate new audiences?

31
Framing Beyond the MediaBridging Climate
Connections and Conversations

• A two step flow of popularization Using climate
  connectors to discuss news coverage with
  friends, family, and co-workers.
• Sponsoring community forums and events that
  activate social networks and associations.
• Sponsoring science media literacy curricula in
  high school and college courses.