But first, some data:

Sea levels, Greenhouse effect, temp and CO2, temp changes over space, CO2 over time

Pre-persuasion–framing the debate

• Carbon dioxide–greenhouse gas or best friend?
• Fox News, politics, and climate change
• Polar bears and NRDC
• Advertising’s important contributions
• Greg Craven, Oregon HS teacher, and risk
• Perception of balance

Source credibility

• Fox cherrypicking a scientist’s views (meet Steven Hayward), a clinical psychologist critiquing Greta Thunberg’s activism, grandstanding in Congress, the occasional propaganda film from the Heartland Institute (check out Legates and Soon’s credibility), etc.
• Al Gore’s documentary, An Inconvenient Truth
• Discrediting works, too (climategate, Al Gore)
• Scientific consensus
• Greg Craven’s ‘credibility spectrum‘

Message control

• Global warming vs climate change
• Each’side’ has language that it uses in public discourse
  • Climate deniers, global warming, climate disruption, front groups/astroturf/greenwash, fossil fuels, renewable energy
  • Global warming alarmists, climate change, theory, climategate (trying to tie a ‘scandal’ to Watergate–see above link), Medieval warming period (i.e., pre-industrial warming suggests humans aren’t involved), global cooling, clean coal, energy security, climate police

Appeal to emotion (mostly fear)

• Bedtime stories, two versions
• Anger–Glenn Beck climate scientist plugs a book, talks to a TV weatherman, and fires up his audience
• Using children (Oncoming train ; Dreams of tomorrow; children and polar bears
• Death and destruction

Effects?