Searching for Solutions that Stick: U.S. Media Attention on Climate Change 2007 – 2011
Abstract
Climate change is one of the most pressing environmental issues of our time, and though
cohesive solutions remain elusive, U.S. media attention on climate change is decreasing.
This master’s project examines how media attention on climate change solutions has
changed over time and makes recommendations on how coverage trends can be influenced.
Two broad solutions frames were chosen for the study: “market” solutions that address
human behavior utilizing market forces (e.g. cap-and-trade, carbon tax), and “technology”
solutions that focus on developing technological tools to support more climate-friendly
behavior (e.g. renewable energy).
The study examined 444 media articles published from January 2007- September 2011
in the Associated Press, Reuters News, The New York Times, USA Today, The Wall Street
Journal and Washington Post. Each article was coded according to a numerical rating
scale for how prevalent the solution was in the media article, as well as if it was
reported as being an effective solution (positive tonality) or ineffective solution
(negative tonality). Articles were analyzed for characteristics aligning with the
five phases of Anthony Downs’ issue-attention cycle: 1) Pre-Problem, with attention
from niche audiences only; 2) Alarmed discovery and euphoric enthusiasm for addressing
the issue quickly; 3) Increasing negativity as the cost of progress is realized; 4)
Gradual decline of intense public interest; and 5) Post-problem, when issue attention
drops off.
Findings show that U.S. media coverage of both market and technology solutions to
climate change follows Downs’ issue-attention cycle, though there are phase variations
for each solution. Decreasing coverage volume and increasingly negative tonality 2007-2011
was observed for both market and technology solutions, aligning with Downs’ characteristics
of issue-attention cycle Phases 2-4. Several topics were consistently associated with
short-term increases in coverage around a solution, a relationship that indicates
that they may play a role in driving media attention to these solutions. Media consistently
reported on technology solutions more favorably than market solutions. A tendency
for individual politicians and political infighting to negatively impact tonality
was observed, as were instances of media favoring an “underdog” in solutions implementation.
Based on these findings, several recommendations are included for communicators looking
for ways to increase U.S. media attention on market and technology climate change
solutions in Phase 4 and 5 of the issue-attention cycle.
Type
Master's projectSubject
climate changeissue-attention cycle
United States
mass-media
environmental technology
climate policy
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https://hdl.handle.net/10161/5323Citation
Chistik Hantel, Katya (2012). Searching for Solutions that Stick: U.S. Media Attention on Climate Change 2007 –
2011. Master's project, Duke University. Retrieved from https://hdl.handle.net/10161/5323.Collections
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