Mass media efforts to raise American public concern about climate change, such as Al Gore’s “An Inconvenient Truth” and the “scientific consensus” media drumbeat, ironically may be having just the opposite effect, according to a new study appearing in the scientific journal Risk Analysis.
The above is taken from here.
Study Excerpt:
Paul Kellstedt, Sammy Zahran and Arnold Vedlitz examined results from an original and representative sample of Americans and found that “more informed respondents both feel less personally responsible for global warming, and also show less concern for global warming.” The researchers also found that “confidence in scientists has unexpected effects: respondents with high confidence in scientists feel less responsible for global warming, and also show less concern for global warming.” […] “Perhaps ironically, and certainly contrary to… the marketing of movies like “Ice Age” and “An Inconvenient Truth,” the effects of information on both concern for global warming and responsibility for it are exactly the opposite of what were expected. Directly, the more information a person has about global warming, the less responsible he or she feels for it; and indirectly, the more information a person has about global warming, the less concerned he or she is for it.”
The abstract from the paper is below:
Personal Efficacy, the Information Environment, and Attitudes Toward GlobalWarming and Climate Change in the United States
Paul M. Kellstedt,1∗ Sammy Zahran,2 and Arnold Vedlitz2
Despite the growing scientific consensus about the risks of global warming and climate change,
the mass media frequently portray the subject as one of great scientific controversy and debate.
Andyet previous studies of the mass public’s subjective assessments of the risks of global warming
and climate change have not sufficiently examined public informedness, public confidence
in climate scientists, and the role of personal efficacy in affecting global warming outcomes. By
examining the results of a survey on an original and representative sample of Americans, we
find that these three forces—informedness, confidence in scientists, and personal efficacy—are
related in interesting and unexpected ways, and exert significant influence on risk assessments
of global warming and climate change. In particular, more informed respondents both feel
less personally responsible for global warming, and also show less concern for global warming.
We also find that confidence in scientists has unexpected effects: respondents with high
confidence in scientists feel less responsible for global warming, and also show less concern
for global warming. These results have substantial implications for the interaction between
scientists and the public in general, and for the public discussion of global warming and climate
change in particular.
Risk Analysis, Vol. 28, No. 1, 2008 DOI: 10.1111/j.1539-6924.2008.01010.x

Jennifer Marohasy BSc PhD has worked in industry and government. She is currently researching a novel technique for long-range weather forecasting funded by the B. Macfie Family Foundation.