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The old way of thinking about media, publics, and public opinion was based on the idea of “mass” media that reached a largely homogeneous “mass” audience. This was never a completely accurate picture, but today—given the explosion of new media, as well as the pluralistic nature of the United States—it is particularly inadequate. This chapter reviews important streams of research that shed light on the factors influencing opinions about climate in the modern world. Not everyone trusts science or is especially interested in it. Ideologies and political influences come into play. Trust in those speaking for climate and a sense of efficacy with respect to climate solutions are key ingredients to the kind of collective action that is required to address climate.
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- Talking Climate: Understanding and Engaging Publics
- Palgrave Macmillan UK
- Chapter 3
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