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Poll: Northwest Takes to the Wind (Mill)

Here’s a quick note on recent polling about wind energy among Northwest voters.

We’ve all heard loud opposition to wind farms—the most ardent critics are usually neighbors who dislike the idea of seeing wind turbines out their windows, but overall, public opinion in the Northwest is looking pretty good for wind energy development.

That’s right. A recent public radio poll of voters in Washington, Oregon, and Idaho, found broad support for wind energy among both urban and rural Northwest residents—even if the turbines would be visible from their homes.

Of course, anyone who answered in the hypothetical could go the other way if a wind farm was proposed that would actually be visible from their home!

For my part, I hope these findings signal an emerging clean-energy aesthetic, where clean energy technologies look more and more beautiful to us because they represent good stuff: progress, health, and economic strength.

Public Radio Poll Chart Wind Energy

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Going Nuclear: Learning How to Sell Energy Efficiency

Cooling Towers Free From Morgue File There are some who claim that nuclear technology is a necessary wedge of the clean energy pie. I’m not so sure. Nuclear power is really expensive to get online. It’s hard to say whether the risks of nuclear energy are worth the benefits of reduced carbon emissions. Energy efficiency makes a lot more sense—affordable efficiencies are all around us.

Setting that debate aside, consider the latest American marketing campaign by Areva—a gigantic French nuclear energy company—as a case study in how big money  can sell just about any product to the public. Areva is tapping into the public’s enthusiasm for clean energy with a clever media campaign. You may have seen their ad on the New York Times web page. Whatever you think of nuclear power, it’s worth taking a look at their campaign for lessons about how we might pitch much simpler ways to change our energy future like energy upgrades for schools.

I actually like Areva’s campaigns because they’re pretty successful at making a risky and expensive energy venture into a seeming no—brainer, wearing down skeptics and educating a not-very-interested public. How could we make putting in insulation and a new boiler as cool as Areva makes nuclear reactors?

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A Moral Message vs. A Policy Message

MorgueFile Capitol Building Chelle“Conservatives create moral messages. The Democrats create policy messages, and policy messages either go over people’s heads or bore them.”

That’s George Lakoff talking (to NPR). The well-known messaging expert and linguistics professor at the University of California, Berkeley, says that Obama missed an opportunity to frame health care reform as a moral imperative. Instead, the president focused on 24 points of policy.

On the flip side, opponents of Obama’s health care law simply say it’s bad. Then they say repeatedly how it’s bad in a bunch of different ways: job-killing, reckless, expensive, unsustainable, “an economic and fiscal disaster of unprecedented proportions” (according to House Rules Committee Chairman David Dreier). Opponents barely have to say anything about the substance of the law. They don’t bother with nuance, or gray areas, or details, or even numbers to back up their claims.

Their language goes for the gut and the heart, not just the mind. The result: the message is simple, powerful, and easy to remember.

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No News is Bad News for Climate Attitudes

A while back, we heard that Americans increasingly believed that news coverage about climate change was exaggerated. That seemed bad. Now we hear that news coverage is simply going away. That could be even worse!

It’s a trend that bodes ill for already meager levels of public concern about global warming. Why? Because even if coverage doesn’t change peoples’ minds about a certain topic, it does seem to impact issue salience—or whether people think something’s a big deal or not.

So, less news coverage = less concern.

Analysis by DailyClimate.org and by Max Boykoff at the University of Colorado shows a sharp decline in both World and US news coverage of climate change. Daily Climate editor Douglas Fischer writes, “media coverage of climate change in 2010 slipped to levels not seen since 2005.”

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Climate and Cigarettes

cigarettes ronnieb morguefileThere are breakthrough moments along the way, laws enacted and whatnot, but big cultural shifts often happen incrementally, slowly enough that they seep into mainstream attitudes rather than changing them overnight. Looking back over the recent past, it’s clear that attitudes and behaviors that may have once seemed radical or impossible have become perfectly natural to us in a few decades’ time. Take our attitudes about smoking, seat belt use, and recycling. They’ve become second nature for us.

And these are among ten major, historical behavioral changes being studied at Lawrence Berkley National Laboratories to help understand how people might inch toward new attitudes about global warming—and in particular, energy conservation in their own lives. The study has been commissioned by the California Energy Commission to help the state reach its “climate challenge” goal of cutting greenhouse gas emissions by 80 percent below 1990 levels.

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