Public Resource
Small Screen, Big Impact: How Madam Secretary Boosted Support for Climate Policy and Climate Justice
Dr. Anirudh Tiwathia, Dr. Erik Thulin, Dr. Stylianos Syropoulos, Ellis Watamanuk. Rare
The CBS political drama Madam Secretary increased support for governmental action on climate change and boosted several hard-to-move attitudes on climate justice. This research also found that many of the positive shifts in audience attitudes persisted even two weeks after viewing the episode – providing empirical evidence that viewing climate-forward content can provide stable shifts in climate attitudes in the short-to-mid term. Madam Secretary proves that good storytelling and meaningful issues can blend together to create compelling, thought-provoking drama with real-world impact for audiences at home. In the episode, a “super typhoon” threatens to destroy the coral island nation of Nauru. U.S. Secretary of State Elizabeth McCord and her team must figure out how to evacuate and permanently relocate the entire island’s population. For participants who watched the climate episode, the research found a substantial increase in general climate concern including (i) increased worry about climate change and (ii) increased certainty that climate change “poses a significant threat to society.”