ABSTRACT
One critical element to the future of climate change is perception. The way each individual views climate change, whether they see it as an important issue that must be positively dealt with or not, will determine the future of every person on earth. Many people’s perceptions today are shaped by what they obtain from the media-the programs shown and the stories reported-and how they are presented-on the TV, news, radio, Internet, or other source. This chapter takes a look at those very issues and the effect they can have on the progression and development of a scienti…c issue. The chapter begins by looking at how the messages we receive are constantly being shaped by several factors going on around and within us. They are in¤uenced by a unique combination of public input, peer pressure, cultural values, and our own mix of personal perception based on our own experiences and life events. Next, this chapter explores the power of the media, the responsibility the media has of reporting accurately, and what the rami…cations can be when stories are not presented responsibly. It also delves into journalistic balance and why it is important overall, but also why it can serve as a roadblock in controversial scienti…c issues such as climate change and how the reader can recognize the difference-whether undue signi…cance is being placed on an issue that does not hold enough scienti…c merit-and keep the real issues in perspective. This chapter then discusses the issue of the advancement of scienti…c theories and the subsequent evolution of thought and how the media often uses that to discredit controversial scienti…c issues. Finally, it covers the occasional data ¤aw and the interesting results that can happen with media interaction in relation to human psychology.
