1. Jonathon Howard School of Humanities and Social Sciences
When did the Australian newsprint realise the dangers associated with climate change
Jonathon Howard
School of Humanities and Social Sciences

2. This study
This study focuses on media coverage of climate change as it examines the trends in coverage of climate change in two Australian broadsheet newspapers between 2001 and 2007.
Its aim was to contribute to our broader knowledge about the relationship science and the media

3. Why do this study: science
Science is said to provide defensible knowledge is the basis of civilised life- electricity, clean drinking water, buildings, hospitals, medicine.
Climate change is one of the most pressing environmental issues of current times.
It is therefore important that the community have a good understanding of climate change and why governments, business and individuals need to change their behaviour if we are to mitigate, and adapt to, climate change.

4. Why do this study: media
Media coverage can play a critical role in creating awareness about this issue, but little is known about the media response to issue and the causes of this response.
We examined newspaper coverage of climate change in two Australian broadsheets between 2001 and 2007
If the media is to be a key weapon in the our struggle to address climate change, we need to understand how journalists response to climate science

5. Science Communication
Assumption: If the public knew more about the technical side of science, then the public would view issues as scientists do, and there would be fewer controversies
Emphasis is on science education and mass mediated popular science.

6. Possible theoretical Insights
Traditional models of science communication
Face challenges from media system and media strategists
Don’t fit with a scientific understanding of the ‘mass public’
What other insights?
Framing, examples from politics and science
Diffusion of innovations
Epistemic communities

7. Other theoretical insights
“Frames” are thought organizers, devices for packaging complex issues in ways that activate value predispositions. Frames are most influential when they resonate with existing religious, ideological, or cultural values.
Epistemic Communities. are socio-psychological entities that create and justify knowledge. Two-way interaction between scientists and community leaders, but may originate from a variety of academic or professional backgrounds, they are linked by a set of unifying characteristics
Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. The main elements influence the spread of a new idea: the idea itself, communication channels, time, and a social system.

8. Method
We ed 15 Australians regarded as prominent in the field of climate change science in an effort to compile a list of major scientific reports published since 2001.
To examine newspaper coverage, a search was carried out of The Sydney Morning Herald and The Australian through the ProQuest ANZ Newstand database. The two newspapers are The Sydney Morning Herald, published by Fairfax Media, and The Australian, published by News Ltd.

9. SMH Results

10. Australian Results

11. Key Results
coverage increased exponentially between 2001 and was a critical year.
In 2007, the figures had more than doubled those of 2006 – to 2120 for the SMH (up 138%) and 2922 for The Australian (up 205% on the previous year).
This was partly in response to the release of major scientific reports on the subject although in most cases the reports acted as a catalyst that triggered reporting about other events on climate change
A Chi-Square test found that there was a significant difference (d.f.=9, X2=42.65,p<0.000) by both newspapers to increase coverage after publication of a major report than before
a combination of government acknowledgement of the science, public opinion polls, severe drought, and scientific reports triggered a huge acceleration of coverage from 2006 onward.
From in 2001, environment reporters dominated coverage of the climate change issue up to 2004, with smaller contributions from science reporters. But from 2005, political reporters played an increasingly dominant role and by were writing the majority of articles

12. What are the insights.
Science communication may not ‘work’ the mass media. It is hard to sell an idea about behaviour change and complex science
Diffusion of innovations can be helpful as the main element are the main elements that influence the spread of a new idea: the idea itself, communication channels, time, and a social system.
Given the change in coverage from science reports to environment reports and then to political and economic reporters- the framing of the issue according to an understanding of epistemic communities

13. Thank you