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Communication Research
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Media Use and Global Warming Perceptions

A Snapshot of the Reinforcing Spirals

Xiaoquan Zhao

George Mason University

This study used the reinforcing spirals model to investigate the mutual influence between individuals’ media use and their global warming perceptions. Data from the science module of the 2006 General Social Survey were analyzed using structural equation modeling. Results offered support for the reinforcing spirals model’s predictions. Media use mediated the effects of age, race, and education on perceived knowledge about global warming. Perceived knowledge and concern over global warming also predicted future information seeking about the polar regions.

Key Words: global warming • reinforcing spirals • information seeking • indirect effects

This version was published on October 1, 2009

Communication Research, Vol. 36, No. 5, 698-723 (2009)
DOI: 10.1177/0093650209338911
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