Measuring Social Benefits of Media Coverage: How Coverage of Climate Change Affects Behaviour

Graham Beattie
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Abstract

It has been well-documented that beliefs and actions can be affected by media coverage. In this paper, I study the effect of newspaper coverage of climate change on individual driving behaviour. I construct a measure of the tone of coverage based on comparisons between environmental and sceptical texts. I then use this measure, along with detailed information about driving patterns, to test whether households’ travel decisions are affected by the coverage that they have recently received. I find that coverage of climate change that uses an environmental tone causes households to make environmentally friendly travel decisions, particularly when good substitutes are available. Since driving is a major source of carbon emissions, these results illustrate a potential externality of media coverage.
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衡量媒体报道的社会效益:气候变化报道如何影响行为
媒体报道会影响人们的信念和行动,这一点已得到充分证明。在本文中,我研究了报纸对气候变化的报道对个人驾驶行为的影响。我根据环保文章和怀疑文章之间的比较,构建了一个衡量报道基调的指标。然后,我利用这一指标以及有关驾驶模式的详细信息,来检验家庭的出行决定是否会受到近期报道的影响。我发现,以环保为基调的气候变化报道会促使家庭做出环保的出行决定,尤其是在有好的替代品时。由于驾驶是碳排放的主要来源,这些结果说明了媒体报道的潜在外部性。
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