“The public is surrounded by media coverage about climate change, and this messaging tends to be negative in tone, focusing on the threats that climate change poses to human prosperity and ecological health,” said Skurka, the paper’s lead author and an assistant professor of media studies in the Donald P. Bellisario College of Communications. “We know from years of research in the field of communication that media messaging can impact our emotions, our beliefs and, in turn, sometimes our behavior.”
The first study involved exposing participants to three days of negative news stories about climate change. A follow-up study consisted of participants reading negative news headlines about climate change in the form of Twitter posts for seven consecutive days.
“We found that three days in a row of reading doom-and-gloom news stories about climate change was linked to greater fear and less hope, which can potentially hurt an audience’s attitude that they can do anything to tackle the problem,” said Myrick, the Donald P. Bellisario Professor of Health Communication and co-funded faculty member of the Institutes of Energy and the Environment. “However, our follow-up study had people look only at headlines and not full news stories for a longer period of seven days in a row. In that study, we found that fear peaked after a few days and then held steady.”
The researchers reported that over time, people who repeatedly saw climate change headlines started to feel like they could do more to affect change and that the topic of climate change was important.
“You would think that as people are repeatedly exposed to threatening climate news devoid of solutions content that their efficacy beliefs will decrease over time,” Skurka said. “We saw the opposite pattern in our second study. People’s efficacy beliefs increased over time. In other words, the more exposure people had to these threatening news stories each day, they were increasingly likely to think that they can make a difference in addressing climate change.”