Issue-Attention Cycle Analysis

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Whether the issue is a continuing problem of significant importance to society, or a relatively new and unheard of phenomenon, public attention and activism tends to follow similar patterns of cycling attitudes and behaviors. As Anthony Downs explains in an article written more than 30 years ago, issues regarding the environment tend to “suddenly leap into prominence, remain there for a short time, and then gradually fade from the center of public attention.” He calls this process the “issue-attention cycle,” one of the most intriguing theories regarding environmental public opinion. Even though this article was written in the 1970’s, Downs’ theory contains crucial insight into what is currently happening with public opinion about the environment today. Ultimately, Anthony Downs’ theory on the issue-attention cycle has the potential to aid in our understanding of how American attitudes towards improving the quality of the environment are shaped, sustained, and lost.

In order to best attempt to analyze the public’s current opinions on the environment, it is critical to first understand how Downs defines the issue-attention cycle, specifically his description of the stages that are involved. Essentially, and rooted both in “the nature of certain domestic problems and in the way major communications media interact with the public,” there are five stages of the issue-attention cycle. The first stage, known as the pre-problem stage, takes place when a highly undesirable condition or situation occurs that has not yet caught the attention of the public, regardless of whether or not experts or interest groups were already aware of the problem. The next stage, known as the stage of alarmed discovery and euphoric enthusiasm, consists of t...

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... Clearly, climate change fits into this category very well. Having now entered the post-problem stage, public concern about climate change has once again entered a state of prolonged limbo, at least until the next environmental crisis or natural disaster demands our attention.

As we can see, the issue-attention cycle as presented by Anthony Downs contains many practical uses within the understanding of public opinion and environmentalism. Over long periods of time, public interest has the potential to pique and drop on multiple occasions, with the media playing an influential role in exactly where and when this occurs. Ultimately, even though the theory was initially presented back in the 1970’s, it still holds true today as a vital tool in our understanding of how American attitudes towards improving the quality of the environment are shaped, sustained, and lost.

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