Perspectives on print media and climate change in Australia

Abstract

This research examined the frequency and distribution of print media coverage of climate change in Australia. The more common focus of content is considered only as a trigger for coverage. Four empirical studies examined: how Australian opinion elites perceive the media influences climate policy, the levels of print media coverage of climate change, the role the media may play in influencing public opinion on climate change, and the link between severe weather and climate change. The study is embedded within the particular and often volatile Australian political and economic context, with consideration of 1999 - 2009, and extension to 2012 where possible. The relevant literature was examined to determine proposals for the drivers of media coverage. As a multi-disciplinary study a number of bodies of literature were deemed relevant - communication, psychology of risk, climate science (severe weather), public opinion and it's interaction with politics, agenda setting and policy windows, and media influence on behaviour. The literature was found to be fragmented. The views of journalists and media decision-makers, academics, activists, policy-makers, and politicians were collected through interviews. A media database (FACTIVA) provided data on the frequency of media coverage. Severe weather event data was obtained from the Australian Bureau of Meteorology and Attorney General's databases, matched against associated media reporting from FACTIVA. Public opinion data was collected from a range of published public opinion polls and studies. The empirical research found that the media creates uncertainty in the minds of the public through accepted journalistic mechanisms which also determine the levels of coverage. The major driver for coverage was identified as perceived reader interest judged by media decision-makers. In Australia coverage increased exponentially from 2005 with triggers shifting from international events to the domestic debate on climate change. Where severe weather events received coverage, in apparent contrast to some other countries, only a very small percentage mentioned climate change and even fewer made any linkage between expected trends and the event. The opinion elites commonly perceived the IPCC and other key reports would impact the frequency of print media coverage in Australia, but this was largely not the case. Public awareness of the scientific certainty and risks of climate change has been inhibited. While shifts in public opinion are suggested by available data, inconsistency in polls and polling questions limits knowledge of topicality. The research finds the relationship between media, science, public opinion and policy to be multi-faceted, fluid, and not amenable to singular interpretation via available propositions from the literature. Synthesis of the research findings and the relevant literature revealed scientific literacy of media personnel and the communication literacy of scientists is low. Better literacy would increase the probability of accurate and more frequent translation of climate science to the public. To better place this in context, further research is advocated into the levels of media coverage of climate change articles relative to other topics. Bringing scientists, politicians, and policy-makers together would enable the media to articulate one agreed message on the significance of climate change. Show more