source: xkcd blog - . searching for solutions that stick u.s media attention on climate change 2007...
TRANSCRIPT
Source: xkcd blog - http://xkcd.com/1007/
SEARCHING FOR SOLUTIONS THAT STICK
U.S MEDIA ATTENTION ON CLIMATE CHANGE 2007 – 2011BY KATYA HANTEL
ADVISOR: LIZ SHAPIRO
Are We Paying Attention to Climate Change Solutions?
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?
Questions
Are We Paying Attention to Climate Change Solutions?
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
How to Measure
Study Dataset
The Issue Attention Cycle
Realization
Pre-problemPost-
problem
Interest decline
Discovery & Enthusiasm
7
Media Issue-Attention Cycle: Technology Solutions
Optimism
Media Issue-Attention Cycle: Technology Solutions
Reality Check
Media Issue-Attention Cycle: Technology Solutions
Boredom
Jan-07
Apr-07
Jul-0
7
Oct-07
Jan-08
Apr-08
Jul-0
8
Oct-08
Jan-09
Apr-09
Jul-0
9
Oct-09
Jan-10
Apr-10
Jul-1
0
Oct-10
Jan-11
Apr-11
Jul-1
1
-5
0
5
10
15
20
25
Coverage volume Tonality
Phase 2 Phase 3 Phase 4
Technology Solutions Issue-Attention Cycle
Phase 2: Discovery & Enthusiasm (Jan. – Dec. ’07)
Phase 3: Realization of Costs (Jan. ‘08 – Nov. ‘09)
Phase 4: Decline (Dec. ‘09- Sept. ‘11)
Jan-
07
Apr-0
7
Jul-0
7
Oct-0
7
Jan-
08
Apr-0
8
Jul-0
8
Oct-0
8
Jan-
09
Apr-0
9
Jul-0
9
Oct-0
9
Jan-
10
Apr-1
0
Jul-1
0
Oct-1
0
Jan-
11
Apr-1
1
Jul-1
1
-5
0
5
10
15
20
25
Coverage volume Tonality
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
Attention on Market Solutions
Jan-
07
Apr-0
7
Jul-0
7
Oct-0
7
Jan-
08
Apr-0
8
Jul-0
8
Oct-0
8
Jan-
09
Apr-0
9
Jul-0
9
Oct-0
9
Jan-
10
Apr-1
0
Jul-1
0
Oct-1
0
Jan-
11
Apr-1
1
Jul-1
1
-6
-4
-2
0
2
4
6
8
10
12
14
Coverage volume Tonality
Market Solutions Issue Attention Cycle
Phase 2 Phase 3 Phase 4
Phase 2: Discovery & Enthusiasm (Jan. – Sept. ’07)
Phase 3: Realization of Costs (Oct. ‘07 – Nov. ‘09)
Phase 4: Decline (Dec. ‘09- Sept. ‘11)
Jan-
07
Apr-0
7
Jul-0
7
Oct-0
7
Jan-
08
Apr-0
8
Jul-0
8
Oct-0
8
Jan-
09
Apr-0
9
Jul-0
9
Oct-0
9
Jan-
10
Apr-1
0
Jul-1
0
Oct-1
0
Jan-
11
Apr-1
1
Jul-1
10
2
4
6
8
10
12
14
Market solution frame prominence
Waxman-Markey passes U.S. House 6/29
Bush climate summit 9/26 –
9/27U.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
3/19UNFCC climate talks 8/27-8/31
Key Coverage Patterns
Media Technology
Jan-07
Apr-07
Jul-0
7
Oct-07
Jan-08
Apr-08
Jul-0
8
Oct-08
Jan-09
Apr-09
Jul-0
9
Oct-09
Jan-10
Apr-10
Jul-1
0
Oct-10
Jan-11
Apr-11
Jul-1
1-10
-5
0
5
10
15
20
Technology solutions tonality Market solutions tonality
Persistent Topics Drive “Mini-Spikes”
Report Release
Nuclear Energy
Local Solutions
Automotive Industry
Asian Development
Federal policy
Event
0 5 10 15 20 25 30
Market SolutionsTechnology Solutions
Number of Articles
Media Underdogs
“Climate Change Malpractice; The Bush administration won't lead. And now it won't get out of California's way, either.”
“Some aren't waiting for climate consensus”
“All eyes on Calif. climate-change fight; Proposed measures would set law in motion to battle global warming”
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