Mediaframingofnewtechnologythecaseofcarboncaptureandstorage.docVIP

Media framing of new technology: the case of carbon capture and storage Sarah Mander, Clair Gough The Tyndall Centre, University of Manchester, PO Box 88, Manchester M60 1QD, UK Abstract Articles referring to carbon capture and storage are beginning to appear in the general press as the technology starts to be considered within mainstream energy policy. The way in which the media portrays new technology can radically affect the success of its implementation - how it is received by the public and other stakeholders as well as decision-makers in government and business. The paper charts the emergence of CCS through its portrayal in the print media in the United Kingdom, the United States, Canada, New Zealand and Australia. Keywords: media, risk 1. Introduction Whilst there is ongoing work which explores the public perceptions of carbon dioxide capture and storage (CCS) and, to a lesser extent, in assessing NGO and industry perceptions, the role of the media has received scant attention to date (see [1]). Although people receive information concerning risk from many channels of communication, for example the internet, informal networks or the specialist press, the mass media is arguably the most important of these channels. The established mass communication media, such as newspapers and television, can influence public communication in two main ways. Firstly, they control which stories gain the most attention, by virtue of being on the front page of a paper for example, relegating others to lesser importance. In this way, the public debate becomes structured in a certain way which is dominated by the issues, viewpoints and perspectives that are reported prominently, with less emphasis given to those which are not [2]. Secondly, the media convert press releases, events and issues into stories which will grab the public’s attention. Therefore, public debate is also influenced by the manner in which information is interpreted and ‘framed’ [3]. Ultimately, the pote