The Influence of Efficacy, Framing, and Political Orientation on Selective Perception and Selective Exposure: The Case of Atmospheric Change

科学传播者一直面临的一个问题是，如何最好地讨论有争议的科学问题。由于选择性暴露和选择性感知产生的偏见，沟通变得特别困难--个人倾向于以强化先前持有的价值观和信仰的方式选择性地查看和解释信息。其结果是，就科学问题进行交流的尝试往往放大了政治两极分化，并未能刺激缓解或适应相关风险的行动。在大气变化的案例中，通信问题尤其普遍。本研究主要借鉴了扩展的平行过程模型(EPPM)，该模型强调效能在有效的风险沟通中的作用，以及有关框架过程的文献，以考察媒体是如何讨论争议性科学问题的，以及哪种叙事在克服选择性感知和选择性暴露方面可能是有效的。通过媒体内容分析和一系列实验，该项目：1)确定印刷、电视和在线新闻媒体如何以主题为框架构建有争议的科学问题，并讨论解决该问题的努力的有效性；2)调查如何将EPPM应用于具有政治色彩的问题，重点是政治取向如何可以缓和有效性描述的变化对个人对该问题的感知的影响；3)探索媒体气候变化框架和有效性描述的变化如何分别导致不同政治取向的个人选择性地关注媒体故事。以大气变化为案例研究，这个项目将扩大我们对新闻媒体如何代表有争议的科学问题的理解，以及在选择和处理科学信息时克服个人偏见的测试策略。它将通过增加我们对如何使用EPPM和框架理论来开发在广泛受众中产生共鸣的信息的知识来推进风险沟通理论，并通过这样做，在多个学科之间建立新的联系。除了它的理论贡献，这项研究还将提供新的方法，从业者可以使用这些方法来创建更有效地传达争议性科学问题的科学信息。

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.