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Searching for SOLUTIONS THAT STICK U.S MEDIA ATTENTION ON CLIMATE CHANGE 2007 – 2011

Searching for SOLUTIONS THAT STICK U.S MEDIA ATTENTION ON CLIMATE CHANGE 2007 – 2011 BY KATYA HANTEL ADVISOR: LIZ SHAPIRO. Are We Paying Attention to Climate Change Solutions?. Questions. What kind of climate change messages capture our attention?

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Searching for SOLUTIONS THAT STICK U.S MEDIA ATTENTION ON CLIMATE CHANGE 2007 – 2011

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  1. Source: xkcd blog - http://xkcd.com/1007/

  2. Searching for SOLUTIONS THAT STICK U.S MEDIA ATTENTION ON CLIMATE CHANGE 2007 – 2011 BYKATYA HANTEL ADVISOR: LIZ SHAPIRO

  3. Are We Paying Attention to Climate Change Solutions? Questions • What kind of climate change messages capture our attention? • What kind of messages are we “burned out” on? • When did we get “burned out,” and what caused it?

  4. Are We Paying Attention to Climate Change Solutions? How to Measure • Examine media coverage of climate change coverage since 2007 • Observe the frequency of key messages over time • Focus on 2 types of common messages: • Market solutions to climate change • Technology solutions to climate change

  5. Study Dataset

  6. The Issue Attention Cycle • Realization • Discovery & Enthusiasm • Interest decline • Post-problem • Pre-problem

  7. Media Issue-Attention Cycle: Technology Solutions Optimism

  8. Media Issue-Attention Cycle: Technology Solutions Reality Check

  9. Media Issue-Attention Cycle: Technology Solutions Boredom

  10. Technology Solutions Issue-Attention Cycle Phase 2 Phase 3 Phase 4

  11. Phase 2: Discovery & Enthusiasm (Jan. – Dec. ’07)

  12. Phase 3: Realization of Costs (Jan. ‘08 – Nov. ‘09)

  13. Phase 4: Decline (Dec. ‘09- Sept. ‘11)

  14. IPCC Report calls global warming unequivocal - 2/2 • 26th Session of the IPCC 4/30 – 5/4 • IPCC Report : Working Group III summary published 5/4 U.N. Bali Climate Change Conference 12/3 – 12/14 Waxman-Markey passes U.S. House 6/29

  15. Attention on Market Solutions

  16. Market Solutions Issue Attention Cycle Phase 2 Phase 3 Phase 4

  17. Phase 2: Discovery & Enthusiasm (Jan. – Sept. ’07)

  18. Phase 3: Realization of Costs (Oct. ‘07 – Nov. ‘09)

  19. Phase 4: Decline (Dec. ‘09- Sept. ‘11)

  20. Bush climate summit 9/26 – 9/27 U.N. Bali Climate Change Conference 12/3 – 12/14 • Carbon tax introduced in U.S. House week of 3/13 • EPA submits finding that GHGs impact health to OMB 3/19 UNFCC climate talks 8/27-8/31

  21. Key Coverage Patterns

  22. Media Technology

  23. Persistent Topics Drive “Mini-Spikes”

  24. Media Underdogs “Climate Change Malpractice; The Bush administration won't lead. And now it won't get out of California's way, either.”

  25. Getting Attention in a “Phase 5” World • Focus on technology • Be the underdog • Use a life preserver • Global development trends • Industry shifts • Major events • New research

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