Zurich, December 9th, 2010. The UN climate summit in Cancun, slated to end on December 10, has faced similar problems to last year´s Copenhagen conference, according to Media Tenor International. With limited media awareness on environmental issues in Western Europe, North America, the Middle East and Africa, there has been little on the media agenda to draw attention to the conference; this, despite the brief spike in North American awareness for environmental topics triggered by the BP oil disaster in the second quarter.
Media Tenor analyzed 22,841 reports on environmental issues out of a total of 893,794 reports from 40 international TV media from January 2006 until November 15, 2010 to track the salience of environmental topics on the International TV agenda.
“The results made it clear that the BP disaster was not a wakeup call for the US,” said Roland Schatz, Media Tenor´s president and founder. “Once the spill was stopped, environmental issues dropped from awareness again and Cancun is getting little coverage in the US,” he continued.
Schatz says that the low level of media awareness is connected to politicians and leaders in Cancun not staking their reputations on solutions to climate concerns. “With these low levels of coverage, politicians have little to gain and much to lose. Without the environment being on the media agenda there is no urgency of public opinion to support a solution,” he said.
For over 15 years Media Tenor´s mission has been to contribute to objective, diverse and newsworthy news by bringing together the parties who both impact and are affected by the media. Media Tenor´s global research projects include analyses of election campaigns, investor relations, public diplomacy, corporate communications and other topics critical to news makers and news audiences. Its annual Agenda Setting Conference brings together these diverse constituencies for data-driven workshops, panels, case studies and keynote speeches.
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