Can Mass Communication and Marketing Affect Climate Change Intervention?

by Pedro Ureña

The negative effect that climate change has on the well-being of our planet is well known and agreed upon throughout the science community. Gradual increases in global temperature have led to severe changes in weather patterns– including excessive rainfall in some areas and devastating drought in others– that are growing increasingly difficult to ignore due to their negative effects on public health. Some of these effects include injuries, fatalities and an increased vulnerability to certain waterborne and foodborne illnesses. Despite this common understanding of the direct and indirect negative effects of climate change, the general public does not often view climate change as a threat to public health. According to Maibach et al. (2008), properly influencing climate change-related behaviors amongst the population needs to be done through mass communication and marketing–in other words, spreading pertinent information to those who lack it. Continue reading

The Effects of Hostile Media Perceptions on Climate Change Activism

by Pedro Ureña

By conducting a nationally representative study using survey data, five professors (Feldman et al, 2015) set out to examine the effects, both direct and indirect, of hostile media perceptions on activism pertaining to mitigating climate change. They found that external political efficacy, or the belief and trust that one’s government is both willing and capable of responding to their demands, is negatively related to hostile media perceptions. Put simply, when people think that their views are unfairly targeted in the media they grow dubious of the media and, consequently, the government and its democracy. Continue reading