climate science workshop august 12, 2011 penn state university tv meteorologists as climate change...
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Climate Science Workshop August 12, 2011Penn State University
TV Meteorologists as Climate Change Educators
Edward Maibach, PhD
Trust in Sources of Information about Climate Change: General Public
Scientists
TV weathercasters
News media
Religious leaders
Barack Obama
Al Gore
Sarah Palin
Arnold Schwarzenegger
0% 10% 20% 30% 40% 50% 60% 70% 80%
Trust
Source: Leiserowitz, A., Maibach, E., & Roser-Renouf, C. (2010) Climate change in the American Mind: Americans’ global warming beliefs and attitudes in January 2010. Yale University and George Mason University. New Haven, CT: Yale Project on Climate Change.
Trust in Sources of Information about Climate Change: Local TV News Directors
NOAA
State climatologists
My weathercasters
Climate scientists
Science journals
IPCC
News media
Religious leaders
Political leaders
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Trust
Source: Maibach et al (2010) A national survey of TV news directors about climate change: Preliminary findings. Fairfax, VA: Center for Climate Change Communication.
Trust in Sources of Information about Climate Change: Local TV Weathercasters
NOAA
State climatologists
Other weathercasters
Climate scientists
Science journals
IPCC
News media
Religious leaders
Political leaders
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Trust
Source: Maibach, E., Wilson, K & Witte, J. (2010) A National Survey of Television Meteorologists about Climate Change: Preliminary Findings. George Mason University. Fairfax, VA: Center for Climate Change Communication.
Consider TV Weathercasters
Proximity Familiarity
Familiarity Liking
Liking Trust
QED: Proximity Trust
TV weathercasters are seen as being close, familiar, likable and trusted. Moreover, we listen to them with remarkable frequency.
How closely do you follow news about each of the following?
Local weather National politics Sports0
10
20
30
40
50
60
70
80
Somewhat closelyVery closely
Source: Yale & George Mason, 2009
Most Americans Rely on Local TV News for Weather Reports
• The latest Rasmussen Reports national
telephone survey finds that 54% of Americans watch local TV news for most of their weather information, while 19% tune in to cable TV. Twenty percent (20%) rely on the Internet for most of their weather news. Five percent (5%) listen to the radio, and two percent (2%) get the bulk of their weather news from newspapers.
The survey of 1,000 Adults was conducted on December 30, 2010. The margin of sampling error is +/- 3 percentage points with a 95% level of confidence.
Assertion #1: Because of their trust and access,TV weathercasters have an unrivaled opportunity
to educate the public about climate change
Assertion #2. Because TV weathercasters excel at telling engaging simple stories about complex phenomenon, they
can help viewers understand the abstraction of climate change in a concrete and personally experienced manner.
Assertion #3. There are large numbers of weathercasters across America who welcome the
opportunity to educate their viewers about climate change, but they will require some assistance
Survey of TV Weathercasters: Are you interested in reporting on climate change?
Interest
YesNo
66%34%
Source: Maibach, E., Wilson, K & Witte, J. (2010) A National Survey of Television Meteorologists about Climate Change: Preliminary Findings. George Mason University. Fairfax, VA: Center for Climate Change Communication
How helpful would the following be in increasing your ability to report on climate change?
Access
to HQ gr
aphics
Access
to exp
erts fo
r intervi
ews
Access
to PPTs
Access
to jo
urnals
020406080
Very helpful
Very helpful
Source: Maibach, E., Wilson, K & Witte, J. (2010) A National Survey of Television Meteorologists about Climate Change: Preliminary Findings. George Mason University. Fairfax, VA: Center for Climate Change Communication
NSF grant (DRL-0917566): Enabling TV meteorologists to provide viewers with climate change-related science education
1. In-depth interviews with “early adopters” (n=17)
2. National survey of TV weathercasters (and news directors)
3. Pilot-test of broadcast-ready climate change educational materials at WLTX, Columbia, SC
WLTX, Columbia, SC
Jim Gandy, Senior Meteorologist, WLTX, Columbia, SC
http://www.wltx.com/weather/climate/default.aspx
Climate Change Education Partnership (CCEP) Program, Phase I (CCEP-I)
Program Solicitation NSF 10-542
• National Science Foundation
Directorate for Education & Human Resources
Directorate for Geosciences
Directorate for Biological Sciences
Office of Polar Programs
NSF grant (DUE-1043235):Making the Global Local – Unusual Weather Events as
Climate Change Educational Opportunities
1. Create resources to help interested weathercasters cover climate change
2. Develop educational resources for weathercasters who are unconvinced
3. Increase dialogue (and reduce conflict) between convinced and unconvinced weathercasters & climate scientists
4. Enhance access to relevant citizen science programs
5. Improve the climate change content in meteorology training programs (undergrad and grad)
