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