Climate Change Framing and Social Marketing: The Influences that Persuade,
Article from: OGEL 5 (2011), in Climate Change
Introduction
While a large majority of Americans say the earth is warming, less than half believe that it is largely the result of human activity.[1] By contrast, 84 % of scientists say human activity is causing the warming.[2] Of these scientists, 70 % believe it to be a serious problem, while only 47 % of the public shares this belief.[3] Correcting the disconnect between scientific reality and the public's perception is crucial, as both support of governmental measures and individual action is required. The coming months have the potential for significant progress on climate change. To ...