Every argument was met with a counterargument, apocalyptic scenarios were confronted by cheery visions of an emergent British wine industry, and the overall story the public got was that “nobody really knows.” It suggested a new strategy was needed by climate change advocacy groups. Climate change discourse in the United Kingdom was “confusing, contradictory and chaotic” (7). Written by two public relations and marketing specialists, Warm Words suggested that the battle for public attention was being lost thanks to mixed messages, contradictory scraps of information, and contending expert opinions in the mass media. In 2006, a London-based liberal think tank, the Institute for Public Policy Research, issued a paper arguing that the case for climate change needed to be made more effectively (Ereaut and Segnit 2006).
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