In this commissioned paper from the Climate Change Education Roundtable, Heidi Cullen offers strategies for mainstream media to engage the public around the topic of climate. She offers key strategies such as focusing on storytelling, paying attention to the changing media landscape, and being aware of audience needs.
The media are the most pervasive disseminators of informal science education in this country. Watching commercial and non-commercial television will provide you with information on alligators or zygotes, bio-fuels or stem cells, polar bears or hurricanes. Radio, too, provides discussions of genetics and global warming and birds and stars. Often radio and television will cover science issues with a contextual overlay of politics or morality, so viewers and listeners can sense how they and their community relate to it. But for excitement, going to the theater to see an IMAX movie will take you