Darwin-Skeptic Mass Media: Examining Persuasion in the Evolution Wars

Abstract

Due to the persistence and growth of the so-called Evolution Wars, numerous scholars have attempted to determine exactly why these religion-science skirmishes have somewhat enigmatically become a worldwide phenomenon. This article seeks to help answer this question by uniquely considering Darwin-skeptic mass media. Specifically, it is contended that persuasive mass media is a decisive element of the Evolution Wars controversy, and that its sociological significance is not merely derived from the merits of its communicated arguments, but by the extent of its persuasiveness. This study implements a content analysis of antievolutionist communications produced from 2009 to 2011 by the Institute for Creation Research, Answers in Genesis, and the Center for Science and Culture. The project subsequently gauges the occurrence rates of message variables associated with the Elaboration Likelihood Model of persuasion within Darwin-skeptic media, and explores how these elements are articulated.