VIEWS OF BROADCAST METEOROLOGISTS ON CLIMATE CHANGE COMMUNICATION WITH THEIR AUDIENCES

Despite the strong scientific consensus on human impacts driving recent climate change, several studies (Wilson, 2002, 2008, 2009; Maibach et al., 2011) suggest that more than 50% of broadcast meteorologists remain either skeptical or on the fence about this consensus. Because station managers rely on broadcast meteorologists to report on all things related to science, this reluctance to participate in this scientific consensus presents a serious disconnect for climate change communication. We are investigating possible links with academic preparation by conducting surveys of undergraduate meteorology students (Doner et al., this session) and interviewing broadcast meteorologists in the New England area. Our census of 127 broadcast meteorologists at 36 TV and radio stations reveals that 87 have undergrad degrees (16 also have grad degrees) in meteorology or atmospheric science. A total of 34 have other types of undergrad degrees, such as journalism or communication, and 16 have a meteorology certificate from Mississippi State Univ. Meldrum conducted phone interviews with 22 of the 127 broadcast meteorologists who responded positively to solicitation letters sent via US mail and e-mail. Interviews did not focus directly on broadcasters’ views on climate change, but rather on “four A’s”: attention, awareness, analysis, and action. The interviews, lasting 20 to 42 minutes, reveal that all regard their roles and responsibilities as station scientists extremely seriously. However, in the context of their understanding of climate change, which was discerned indirectly by content analysis of their responses, the 22 broadcast meteorologists fell into three clearly defined categories of well-informed (n=7), informed (n=7), and under-informed (n=8). We also discerned three different approaches to climate change communication with their audiences, from avoidance (n=10), to compromise (n=6), to engagement (n=10). Some broadcasters maintain the same approach with all audiences, while others change their style while addressing groups in-person compared to on-air appearances. Nearly all broadcasters note that their approach is at least partially influenced by expectations of station management, the public, or impressions of impartiality on the climate “debate.”