P1249945255DALHE

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Climate Change in the American Mind
Anthony Leiserowitz Decision Research Support
from The National Science Foundation
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Outline

• American images of global warming
• Who perceives climate change as a risk, who
  doesnt, and why?
• Vicarious experience through film
• The Day After Tomorrow
• Does direct experience matter (yet)?

Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Of all the imps that inhabit the nervous system,
that little black box in psychological theorizing
the one we call meaning is held by common
consent to be the most elusive. Yet again by
common consent of social scientists, this
variable is one of the most important
determinants of human behavior (Osgood, et al.
1957).
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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American Images of Global Warming
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
5
Human Health Impacts

• No associations to
• Temperature-related morbidity and mortality
  (heat stroke)
• Health effects of extreme weather events
  (floods, hurricanes)
• Air pollution health effects (asthma,
  allergies)
• Water / food-borne disease (Cholera, E-coli,
  Giardia)
• Vector / rodent-borne disease (Malaria, West
  Nile Virus)

Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Who perceives climate change as a risk, who
doesnt, and why?
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Interpretive Communities
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Alarmists

• Badbadbad..like after nuclear war.
• Heat waves, its gonna kill the world.
• Our earth will become survival of the fittest
  and devastation to mankind.
• Death of the planet.

Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Naysayers

• Flat Denials There is no global warming.
• Its Natural A natural phenomenon that has
  been going on for years.
• Doubting the Science Bad science, I dont
  believe the data can support the hypothesis that
  the environment is warming.
• Doubt Based on Personal Experience I think
  its a myth. Summers are getting shorter and
  winters seem to be getting damper and cooler. It
  seems to be going the other way.
• Media Hype It is not as bad as the media
  portrays.
• Conspiracy Theory Fraud. Scientists making up
  some statistics for their job security.

Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Risk Perceptions
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Policy Support
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Trust
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Vicarious Experience Through Film The Day After
Tomorrow
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Concern and Worry
Somewhat/Strongly Concerned and a Fair/Great
Deal Worried
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Likelihood of Impacts on the U.S.
Somewhat or Very Likely
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Priority Ranking of National Issues
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Behavioral Intentions
How likely are you to do the following because of
your concerns about global warming?
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Media Coverage
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Does direct experience matter (yet)? Climate
change detection, decision making and adaptation
in Alaska
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Study Structure

1. Interviews (summer-fall 05)
2. Statewide survey (n 1,000) (winter 06)
3. Stakeholder workshop(s) to assist development of
   local climate action plan (summer 06)

Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Number of Climate Change Articles per Month in
Alaskan Newspapers (1995-2005)
Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu
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Summary and Conclusions

• The American public perceives climate change as a
  threat, and supports action, but no sense of
  urgency or priority
• Speak to the head (analytical mode) and the heart
  (experiential mode)
• Tailor the message (and the messenger) for your
  audience
• The frame (climate change in the Arctic) is set
  in the American mind, but the canvas contains
  only faint sketches

Source Anthony Leiserowitz, Decision Research,
ecotone_at_uoregon.edu