The media has great power.
The media has great influence.
The media has the ability to make common citizens believe anything.
Who gives the media all of these God like capabilities?
We do.
The general public hangs off every word the nightly news leaks out. Lyytimaki puts forward the idea “media publicity is far from perfect; poorly justified assertions, various biases, occasional errors and misunderstandings can be found in many media messages related to climate change and other environmental issues” (2009, p29). This intense reliability upon media develops from the thought we are receiving unbiased and truthful news, preventing the everyday citizen from researching current affairs themselves… and why would you? What an unnecessary effort.
This deep confidence directly relates to which sides are taken in public debates, and it is here the idea of false balance becomes relevant. False balance occurs when the media presents a specific issue as being more balanced between opposing views, than both the evidences and experts suggest. Relating to the Climate Change debate, the media presents both sides with equal airtime, however majority of scientist do not believe this represents a fair balance.
The media provides equal airtime for both sides of the Climate Change debate, with “the first argument (i.e. ‘we are doomed’) giving the impression that climate change is so serious, and possibly unstoppable in the immediate future” (Huntingford, 2008, p2), being equally represented as the counterargument. This alludes to the idea this debate is being equally debated in the scientific world, however, this is not so.
“97% to 98% of climate scientists believe in the manmade global warming hypothesis”
(Milloy, 2011)
So, you want to find out the truth about climate change? I recommend reading Houghton’s ‘Global Warming’- one of the few books written with the sole intent of creating an unbiased account.
Reference:
Bird, H Boykoff, M Goodman, M & Monbiot, G 2009, ‘The Media and Climate Change: Helen Bird, Max Boykoff, Mike Goodman and George Monbiot discuss media coverage of climate change with Jo Littler’,Soundings, 22nd September, http://go.galegroup.com.ezproxy.uow.edu.au/ps/i.do?id=GALE%7CA213251314&v=2.1&u=uow&it=r&p=AONE&sw=w
Cottle, S 2011, ‘Taking global crisis in the news seriously: Notes from the dark side of globalisation’, Journal of Global Media and Communication, vol. 7, no.2, pp77-95, 15th May 2012, http://gmc.sagepub.com/content/7/2/77
Huntingford, C & Fowler, D 2008, ‘Climate Change: seeking balance in media reports’ Journal of Environmental Research Letters, vol. 3, no. 2, pp 1-4, 14th May 2012 http://nora.nerc.ac.uk/3282/
Lyytimaki, J 2009, ‘The Climate Debate: Media Education on Climate Change’, Journal of Sustainable Development, vol. 2, no. 3, pp 29-33, 14th May 2012, http://ccsenet.org/journal/index.php/jsd/article/view/2601/3681
Milloy, S 2011, ‘The Nonsensus’, 17/5/2012, http://junkscience.com/2011/09/08/the-nonsensus-97-to-98-of-climate-scientists-believe-in-global-warming/






