Editorial Type:
Article
Article Type:
Research Article

Climate Change Education Through TV Weathercasts: Results of a Field Experiment

Xiaoquan Zhao George Mason University, Fairfax, Virginia

Search for other papers by Xiaoquan Zhao in
Current site
Google Scholar
PubMed Close
,
Edward Maibach George Mason University, Fairfax, Virginia

Search for other papers by Edward Maibach in
Current site
Google Scholar
PubMed Close
,
Jim Gandy WLTX, Columbia, South Carolina

Search for other papers by Jim Gandy in
Current site
Google Scholar
PubMed Close
,
Joe Witte George Mason University, Fairfax, Virginia

Search for other papers by Joe Witte in
Current site
Google Scholar
PubMed Close
,
Heidi Cullen Climate Central, Princeton, New Jersey

Search for other papers by Heidi Cullen in
Current site
Google Scholar
PubMed Close
,
Barry A. Klinger George Mason University, Fairfax, Virginia

Search for other papers by Barry A. Klinger in
Current site
Google Scholar
PubMed Close
,
Katherine E. Rowan George Mason University, Fairfax, Virginia

Search for other papers by Katherine E. Rowan in
Current site
Google Scholar
PubMed Close
,
James Witte George Mason University, Fairfax, Virginia

Search for other papers by James Witte in
Current site
Google Scholar
PubMed Close
, and
Andrew Pyle George Mason University, Fairfax, Virginia

Search for other papers by Andrew Pyle in
Current site
Google Scholar
PubMed Close
Online Publication:
01 Jan 2014
Print Publication:
01 Jan 2014
DOI:
https://doi.org/10.1175/BAMS-D-12-00144.1
Page(s):
117–130
Restricted access

We are aware of a technical issue preventing figures and tables from showing in some newly published articles in the full-text HTML view.
While we are resolving the problem, please use the online PDF version of these articles to view figures and tables.

TV weathercasters are well positioned to educate Americans about the relationships among weather, climate, and climate change. Through a collaboration involving TV meteorologists, climatologists, and social scientists, we produced a series of educational segments to assess the impact of such an education. The educational segments were branded “Climate Matters” and aired over one year during the nightly weather segment on WLTX TV (Columbia, South Carolina). Prior to airing, we conducted a telephone survey of adult TV news viewers in the Columbia media market using random digit dialing (n = 1,068) to establish baseline measures; respondent screening was used to sample approximately equal numbers of WLTX viewers and viewers of competing stations. Approximately one year later, we resurveyed all available members of the baseline cohort (n = 502) and an independent sample of randomly selected residents (n = 910). The longitudinal data showed that—after controlling for baseline measures, demographics, and political orientation—viewers of Climate Matters were more likely to hold a range of science-based beliefs about climate change. A similar pattern of associations was observed in the independent sample. In short, Climate Matters improved the understanding of climate change among local TV viewers in a manner consistent with the educational content. The results of this field experiment suggest that when TV weathercasters educate their viewers about climate change, viewers gain a more science-based understanding of the issue.

CORRESPONDING AUTHOR: Xiaoquan Zhao, Department of Communication, Center for Climate Change Communication, George Mason University, 4400 University Drive, MS 3D6, Fairfax, VA 22030, E-mail: xzhao3@gmu.edu

TV weathercasters are well positioned to educate Americans about the relationships among weather, climate, and climate change. Through a collaboration involving TV meteorologists, climatologists, and social scientists, we produced a series of educational segments to assess the impact of such an education. The educational segments were branded “Climate Matters” and aired over one year during the nightly weather segment on WLTX TV (Columbia, South Carolina). Prior to airing, we conducted a telephone survey of adult TV news viewers in the Columbia media market using random digit dialing (n = 1,068) to establish baseline measures; respondent screening was used to sample approximately equal numbers of WLTX viewers and viewers of competing stations. Approximately one year later, we resurveyed all available members of the baseline cohort (n = 502) and an independent sample of randomly selected residents (n = 910). The longitudinal data showed that—after controlling for baseline measures, demographics, and political orientation—viewers of Climate Matters were more likely to hold a range of science-based beliefs about climate change. A similar pattern of associations was observed in the independent sample. In short, Climate Matters improved the understanding of climate change among local TV viewers in a manner consistent with the educational content. The results of this field experiment suggest that when TV weathercasters educate their viewers about climate change, viewers gain a more science-based understanding of the issue.

CORRESPONDING AUTHOR: Xiaoquan Zhao, Department of Communication, Center for Climate Change Communication, George Mason University, 4400 University Drive, MS 3D6, Fairfax, VA 22030, E-mail: xzhao3@gmu.edu
Save
Cover Bulletin of the American Meteorological Society
Bulletin of the American Meteorological Society

  • AAPOR, 2011: Standard definitions: Final dispositions of case codes and outcome rates for surveys. American Association for Public Opinion Research Rep., 61 pp.

    • Search Google Scholar
    • Export Citation

  • Abroms, L. C., and E. W. Maibach, 2008: The effectiveness of mass communication to change public behavior. Annu. Rev. Public Health, 29, 219–234.

    • Search Google Scholar
    • Export Citation

  • Akerlof, K., and E. W. Maibach, 2008: “Sermons” as a climate change policy tool: Do they work? Evidence from the international community. Global Stud. Rev., 4, 4–6.

    • Search Google Scholar
    • Export Citation

  • Brulle, R. J., J. Carmichael, and J. C. Jenkins, 2012: Shifting public opinion on climate change: An empirical assessment of factors influencing concern over climate change in the U.S., 2002–2010. Climatic Change, 114, 169–188, doi:10.1007/s10584-012-0403-y.

    • Search Google Scholar
    • Export Citation

  • Cappella, J. N., and K. H. Jamieson, 1997: Spiral of Cynicism: The Press and the Public Good. Oxford University Press, 336 pp.

  • Cugelman, B., and E. Otero, 2010: Evaluation of Oxfam GB's climate change campaign. Oxfam Rep., 60 pp. [Available online at http://policy-practice.oxfam.org.uk/publications/evaluation-of-oxfam-gbs-climate-change-campaign-119438.]

    • Search Google Scholar
    • Export Citation

  • Curtin, R., S. Presser, and E. Singer, 2005: Changes in telephone survey nonresponse over the past quarter century. Public Opin. Q., 69, 87–98, doi:10.1093/poq/nfi002.

    • Search Google Scholar
    • Export Citation

  • Demuth, J. L., R. E. Morss, B. H. Morrow, and J. K. Lazo, 2012: Creation and communication of hurricane risk information. Bull. Amer. Meteor. Soc., 93, 1133–1145.

    • Search Google Scholar
    • Export Citation

  • Dessai, S., W. N. Adger, M. Hulme, J. Turnpenny, J. Köhler, and R. Warren, 2004: Defining and experiencing dangerous climate change. Climatic Change, 64, 11–25.

    • Search Google Scholar
    • Export Citation

  • Doherty, R., and K. G. Barnhurst, 2009: Controlling nature: Weathercasts on local television news. J. Broadcast. Electron. Media, 53, 211–226.

    • Search Google Scholar
    • Export Citation

  • Earl, R. A., and S. Pasternack, 1991: Television weathercasts and their role in geographic education. J. Geogr., 90, 113–117, doi:10.1080/00221349108979249.

    • Search Google Scholar
    • Export Citation

  • Epstein, S., 1994: Integration of the cognitive and the psychodynamic unconscious. Amer. Psychol., 49, 709–724, doi:10.1037/0003-066X.49.8.709.

    • Search Google Scholar
    • Export Citation

  • Feldman, L., A. A. Leiserowitz, and E. W. Maibach, 2011: The science of satire: The Daily Show and The Colbert Report as sources of public attention to science and the environment. The Stewart/Colbert Effect: Essays on the Real Impacts of Fake News, A. Amarasingam, Ed., McFarland, 25–46.

    • Search Google Scholar
    • Export Citation

  • Friedman, S. M., S. Dunwoody, and C. L. Rogers, Eds., 1999: Communicating Uncertainty: Media Coverage of New and Controversial Science. Lawrence Erlbaum Associates, 277 pp.

    • Search Google Scholar
    • Export Citation

  • Gauchat, G., 2012: Politicization of science in the public sphere: A study of public trust in the United States, 1974 to 2010. Amer. Sociol. Rev., 77, 167–187, doi:10.1177/0003122412438225.

    • Search Google Scholar
    • Export Citation

  • Henson, R., 2010: Weather on the Air: A History of Broadcast Meteorology. Amer. Meteor. Soc., 241 pp.

  • Herreros, F., and H. Criado, 2008: The state and the development of social trust. Int. Polit. Sci. Rev., 29, 53–71, doi:10.1177/0192512107083447.

    • Search Google Scholar
    • Export Citation

  • Holbrook, A. L., J. A. Krosnick, and A. Pfent, 2007: The causes and consequences of response rates in surveys by the news media and government contractor survey research firms. Advances in Telephone Survey Methodology, J. M. Lepkowski et al., Eds., John Wiley and Sons, 499–528.

    • Search Google Scholar
    • Export Citation

  • Hornik, R. C., Ed., 2002a: Public Health Communication: Evidence for Behavior Change. Lawrence Erlbaum Associates, 456 pp.

  • Hornik, R. C., Ed., 2002b: Public health communication: Making sense of contradictory evidence. Public Health Communication: Evidence for Behavior Change, R. C. Hornik, Ed., Lawrence Erlbaum Associates, 1–22.

    • Search Google Scholar
    • Export Citation

  • Hovland, C. I., and W. Weiss, 1951: The influence of source credibility on communication effectiveness. Public Opin. Q., 15, 635–650.

  • Hulme, M., 2009: Why We Disagree about Climate Change: Understanding Controversy, Inaction and Opportunity. Cambridge University Press, 392 pp.

    • Search Google Scholar
    • Export Citation

  • Johnson, T. D., 2009: Meteorologists making links between weather, public health: Today's weather forecast calls for health. Nations Health, 39, 1–16.

    • Search Google Scholar
    • Export Citation

  • Kahneman, D., 2011: Thinking, Fast and Slow. 1st ed. Farrar, Straus and Giroux, 512 pp.

  • Knutson, T. R., and Coauthors, 2010: Tropical cyclones and climate change. Nat. Geosci., 3, 157–163.

  • Leiserowitz, A. A., 2005: American risk perceptions: Is climate change dangerous? Risk Anal., 25, 1433–1442, doi:10.1111/j.1540-6261.2005.00690.x.

    • Search Google Scholar
    • Export Citation

  • Leiserowitz, A. A., 2006: Climate change risk perception and policy preferences: The role of affect, imagery, and values. Climatic Change, 77, 45–72.

    • Search Google Scholar
    • Export Citation

  • Leiserowitz, A. A., E. W. Maibach, C. Roser-Renouf, G. Feinberg, and P. Howe, 2012: Climate change in the American mind: Americans' global warming beliefs and attitudes in September 2012. Yale Project on Climate Change Communication Rep., 31 pp. [Available online at http://climatechangecommunication.org/sites/default/files/reports/Climate-Beliefs-September-2012.pdf.]

    • Search Google Scholar
    • Export Citation

  • Maibach, E. W., 2012: Knowing our options for setting the record straight, when doing so is particularly important. Psychol. Sci. Public Interest, 13, 105–105.

    • Search Google Scholar
    • Export Citation

  • Maibach, E. W., C. Roser-Renouf, and A. A. Leiserowitz, 2008: Communication and marketing as climate change– intervention assets. Amer. J. Prev. Med., 35, 488–500, doi:10.1016/j.amepre.2008.08.016.

    • Search Google Scholar
    • Export Citation

  • Maibach, E. W., K. Wilson, and J. Witte, 2010: A national survey of television meteorologists about climate change: Preliminary findings. George Mason University Center for Climate Change Communication Rep., 24 pp. [Available online at www.klimaskeptiker.info/download/tv_meteorologists_survey_findings_march_2010.pdf.]

    • Search Google Scholar
    • Export Citation

  • Maibach, E. W., and Coauthors, 2011: A national survey of television meteorologists about climate change education. George Mason University Center for Climate Change Communication Rep., 53 pp. [Available online at www.climatechangecommunication.org/images/files/2011_Mason_AMS_NWA_Weathercaster_Survey_Report_NA_doc_pdf%281%29.pdf.]

    • Search Google Scholar
    • Export Citation

  • Malka, A., J. A. Krosnick, and G. Langer, 2009: The association of knowledge with concern about global warming: Trusted information sources shape public thinking. Risk Anal., 29, 633–647, doi:10.1111/j.1539-6924.2009.01220.x.

    • Search Google Scholar
    • Export Citation

  • Marx, S. M., E. U. Weber, B. S. Orlove, A. A. Leiserowitz, D. H. Krantz, C. Roncoli, and J. Phillips, 2007: Communication and mental processes: Experiential and analytic processing of uncertain climate information. Global Environ. Change, 17, 47–58.

    • Search Google Scholar
    • Export Citation

  • McGuire, W. J., 2012: McGuire's classic input-output framework for constructing persuasive messages. Public Communication Campaigns, R. E. Rice and C. K. Atkin, Eds., Sage, 133–145.

    • Search Google Scholar
    • Export Citation

  • Miller, J. D., E. Augenbraun, J. Schulhof, and L. G. Kimmel, 2006: Adult science learning from local television newscasts. Sci. Commun., 28, 216–242, doi:10.1177/1075547006294461.

    • Search Google Scholar
    • Export Citation

  • Nese, J. M., R. G. Najjar, and J. G. Murgo, 2012: Climate science and the broadcast meteorologist. Bull. Amer. Meteor. Soc., 93, 1913–1916.

    • Search Google Scholar
    • Export Citation

  • Nisbett, R. E., and L. Ross, 1980: Human Inference: Strategies and Shortcomings in Social Judgement. Prentice Hall, 352 pp.

  • Pew Research Center, cited 2013a: In changing news landscape, even television is vulnerable. [Available online at www.people-press.org/2012/09/27/in-changing-news-landscape-even-television-is-vulnerable/.]

    • Search Google Scholar
    • Export Citation

  • Pew Research Center, cited 2013b: 72% of Americans follow local news closely. [Available online at www.pewinternet.org/~/media//Files/Reports/2012/PIP_PEJ_Local_News_Enthusiasts_041212.pdf.]

    • Search Google Scholar
    • Export Citation

  • Posegate, A., 2008: Station scientists: Beyond the daily forecast. Weatherwise, 61, 20–25.

  • Randolph, W., and K. Viswanath, 2004: Lessons learned from public health mass media campaigns: Marketing health in a crowded media world. Annu. Rev. Public Health, 25, 419–437, doi:10.1146/annurev.publhealth.25.101802.123046.

    • Search Google Scholar
    • Export Citation

  • Research!America, cited 2013: Your Congress/Your Health Survey. [Available online at www.researchamerica.org/uploads/YourCongress2009.pdf.]

    • Search Google Scholar
    • Export Citation

  • Russell, C., 2008: Climate change: Now what? Columbia Journalism Rev., 47, 45–49.

  • Silcock, B. W., D. Heider, and M. T. Rogus, 2006: Managing Television News: A Handbook for Ethical and Effective Producing. Lawrence Erlbaum Associates, 272 pp.

    • Search Google Scholar
    • Export Citation

  • Slovic, P., M. L. Finucane, E. Peters, and D. G. MacGregor, 2004: Risk as analysis and risk as feelings: Some thoughts about affect, reason, risk, and rationality. Risk Anal., 24, 311–322, doi:10.1111/j.0272-4332.2004.00433.x.

    • Search Google Scholar
    • Export Citation

  • Smith, D. C., 2007: Power Producer: A Practical Guide to TV News Producing. 4th ed. RTNDA/RTNDF, 171 pp.

  • Snyder, L. B., and M. A. Hamilton, 2002: A meta-analysis of U.S. health campaign effects on behavior: Emphasize enforcement, exposure, and new information, and beware the secular trend. Public Health Communication: Evidence for Behavior Change, R. C. Hornik, Ed., Lawrence Erlbaum Associates, 357–385.

    • Search Google Scholar
    • Export Citation

  • Spence, A., W. Poortinga, C. Butler, and N. F. Pidgeon, 2011: Perceptions of climate change and willingness to save energy related to flood experience. Nat. Climate Change, 1, 46–49, doi:10.1038/nclimate1059.

    • Search Google Scholar
    • Export Citation

  • Staats, H. J., A. P. Wit, and C. Y. H. Midden, 1996: Communicating the greenhouse effect to the public: Evaluation of a mass media campaign from a social dilemma perspective. J. Environ. Manage., 46, 189–203.

    • Search Google Scholar
    • Export Citation

  • Tremblay, M.-C., S. Tice, R. Tkaczyk, and M. Bennett, cited 2013: Evaluation of the one-tonne challenge program. Environment Canada. [Available online at http://publications.gc.ca/site/eng/445787/publication.html.]

    • Search Google Scholar
    • Export Citation

  • Trenberth, K. E., and Coauthors, 2007: Observations: Surface and atmospheric climate change. Climate Change 2007: The Physical Science Basis, S. Solomon et al., Eds., Cambridge University Press, 235–336.

    • Search Google Scholar
    • Export Citation

  • United States Global Change Research Program, cited 2013: Global climate change impacts in the United States: 2009 report. U.S. Global Change Research Program. [Available online at www.globalchange.gov/usimpacts.]

    • Search Google Scholar
    • Export Citation

  • Weber, E. U., 2006: Experience-based and description-based perceptions of long-term risk: Why global warming does not scare us (yet). Climatic Change, 77, 103–120.

    • Search Google Scholar
    • Export Citation

  • Weber, E. U., 2010: What shapes perceptions of climate change? Wiley Interdiscip. Rev.: Climate Change, 1, 332–342, doi:10.1002/wcc.41.

    • Search Google Scholar
    • Export Citation

  • Wilson, K. M., 2008: Television weathercasters as potentially prominent science communicators. Public Understanding Sci., 17, 73–87, doi:10.1177/0963662506065557.

    • Search Google Scholar
    • Export Citation

  • Wilson, K. M., 2009: Opportunities and obstacles for television weathercasters to report on climate change. Bull. Amer. Meteor. Soc., 90, 1457–1465.

    • Search Google Scholar
    • Export Citation

  • Zhao, X., 2009: Media use and global warming perceptions: A snapshot of the reinforcing spirals. Commun. Res., 36, 698–723, doi:10.1177/0093650209338911.

    • Search Google Scholar
    • Export Citation
All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 2837 640 81
PDF Downloads 1087 172 14