Growing deviations between elite and non-elite media coverage of climate change in the United States

Abstract

Empirical research aimed at understanding public awareness and opinion on climate change has focused heavily on media coverage. Nearly all prior media studies focus on the United States and on a small number of elite news sources, notably the national newspapers of record. To widen the aperture, we take advantage of a database (MediaCloud) that covers a much larger array of print and word media: 168 million articles about all subjects, derived from 9000 unique U.S. news sources. Coverage of climate change from the “heartland” sources—dominated by state and local news outlets far from the headquarters of national newspapers of record—has risen 144% from 2011 until 2022. Elite news coverage, however, has risen at twice that pace (299%). Over time, the propensity to cover climate change has diverged. In 2011 there were 104 days when the heartland news sources had more coverage of climate change than elite news outlets such as The New York Times and The Wall Street Journal. By 2022 there were only 11 such days. That year, elite news outlets produced roughly three times the coverage of climate change as heartland news outlets. We also find some differences in the topics covered by these two categories of news sources. Such disparities in the intensity of attention to climate change, along with apparently more subtle variations in topical coverage, are variations that deserve future explanation. They are also a reminder that analysis of climate coverage should choose data sources with care since the narrative around what the public is learning about climate appears to vary substantially between heartland and elite new sources.