Media Effect on Attitudes towards Climate Change

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

In this study we try to explore the concept of media effect on attitude towards climate change in a holistic context. The main focus of the research is on media's biasness towards the promotion of climate change message, which eventually impact people's attitudes towards the issue. The research also compares the level of understanding and perception of general public and geography students regarding climate change. Furthermore, the research shows why geography students can play an important role in spreading authentic and reliable messages about climate change. The study is conducted through primary research methodology, using survey and focus group discussions. A total of three groups of participants were selected: two groups consisted of a mix of age, gender and occupation and the third group contained geography students only. The results show that geography students are more aware about climate change then general public. Moreover, the geography student also believe that it is a serious issue, whereas many participants from the mix group think that climate change is not occurring and is also not a serious issue. Furthermore, both mix and geography students group think that media is bias towards the climate change issue. Thus, geography students need to play a key role in the promotion of climate change message.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Research Aims and Objectives2

The Purpose of the Study3

Significance of the Study3

Research Questions4

CHAPTER 2: LITERATURE REVIEW5

Media and the Environment5

Global Warming Defined6

Global Warming as a Public Issue8

Role of Media9

Current UK Public Perceptions on Climate Change11

Levels of Engagement12

Media Influence13

Climate Change, Weather and the Media14

News Media Framing of Information16

CHAPTER 4: FINDINGS AND DISCUSSION19

Survey Results - Summary19

Focus Group Discussions19

The Perception of General Public and Geography Students Regarding Media's Biasness towards Climate Change Issue20

The Role of Geography Students in the Promotion of Climate Change Awareness22

REFERENCES27

APPENDICES31

Appendix A - Consent Form and Questionnaire31

Mix Groups 1 and 231

Group 3 Geography Students43

Appendix B - Survey Results54

Mix Group 154

Mix Group 259

Geography Students65

CHAPTER 1: INTRODUCTION

Background of the Study

In 1995, a blue ribbon panel of international scientists warned that global climate increases of just a few degrees would cause worldwide flooding and starvation, and that human activity was contributing to rising temperatures. That scientific assertion continues to be the dominant position held by many of the world's governments (Gavin, 2009, 765).

However, big business - mostly in the United States and Europe - has been accused of spending millions to counter that assertion. Fearing that global treaties will cost them billions for cleanup and retooling, oil and coal factions are reportedly recruiting scientists who publicly ...