NSF Org:	SES Divn Of Social and Economic Sciences
Recipient:	AMERICAN UNIVERSITY
Initial Amendment Date:	March 12, 2012
Latest Amendment Date:	March 12, 2012
Award Number:	1156309
Award Instrument:	Standard Grant
Program Manager:	Robert O'Connor roconnor@nsf.gov  (703)292-7263 SES  Divn Of Social and Economic Sciences SBE  Direct For Social, Behav & Economic Scie
Start Date:	June 1, 2012
End Date:	February 28, 2014 (Estimated)
Total Intended Award Amount:	$219,292.00
Total Awarded Amount to Date:	$219,292.00
Funds Obligated to Date:	FY 2012 = $109,674.00
History of Investigator:	Philip Hart (Principal Investigator) solhart@umich.edu Lauren Feldman Rogers (Co-Principal Investigator)
Recipient Sponsored Research Office:	American University 4400 MASSACHUSETTS AVE NW WASHINGTON DC  US  20016-8002 (202)885-3440
Sponsor Congressional District:	00
Primary Place of Performance:	American University 4400 Massachusetts Ave NW Washington DC  US  20016-8001
Primary Place of Performance Congressional District:	00
Unique Entity Identifier (UEI):	H4VNDUN2VWU5
Parent UEI:
NSF Program(s):	Decision, Risk & Mgmt Sci
Primary Program Source:	01001213DB NSF RESEARCH & RELATED ACTIVIT
Program Reference Code(s):
Program Element Code(s):	132100
Award Agency Code:	4900
Fund Agency Code:	4900
Assistance Listing Number(s):	47.075

ABSTRACT

A persistent problem for science communicators is how best to discuss controversial science issues. Communication is made especially difficult due to biases that arise through selective exposure and selective perception - individuals tend to selectively view and interpret messages in ways that reinforce previously held values and beliefs. The result is that attempts to communicate about science issues often amplify political polarization, and fail to spur action to mitigate or adapt to the relevant risks. The case of atmospheric change has been particularly rife with communication problems. This research draws primarily from the extended parallel process model (EPPM), which emphasizes the role of efficacy in effective risk communication, and the literature on framing processes to investigate how the media has discussed controversal science issues and what kinds of narratives may be effective in overcoming selective perception and selective exposure. Through a media content analysis and a series of experiments the project: 1) identifies how print, television, and online news media have thematically framed the controversal science issues and discussed the efficacy of efforts to address the issue, 2) investigates how the EPPM may be applied to politically charged issues, with a focus on how political orientation may moderate the impacts of changes in descriptions of efficacy on individuals' perceptions of the issue, and 3) explores how changes in media climate change frames and descriptions of efficacy, respectively, may cause individuals with varying political orientations to pay selective attention to media stories.

Using atmospheric change as a case study, this project will expand our understanding of how the news media represent controversal science issues and test strategies for overcoming individual biases in the selection and processing of science messages. It will advance risk communication theory by increasing our knowledge of how to use the EPPM and framing theory to develop messages that resonate across broad audiences and, in so doing, will make novel connections across multiple disciplines. In addition to its theoretical contributions, this research will provide new methods that practitioners may use to create scientifically informed messages that more effectively communicate controversal science issues.

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