Seeking the spotlight: WWViews and the US media context

This chapter focuses on the development and implementation of various media plans and strategies for World Wide Views on Global Warming (WWV) in the United States. While we aim to consider the U.S. case within the larger context of global media coverage of WWV, we focus primarily on the U.S. for two reasons: first, our participation in the U.S. WWV team provides rich understanding of efforts to attract U.S. media, and second, the U.S. media landscape and norms create particular challenges of garnering media coverage for an event like WWV that may not translate to other cultural contexts. Further collaborative work, beyond the scope of this paper, might allow us to complete a rigorous cross-national and cross-cultural analysis of WWV media coverage on a global scale. We therefore attempt to understand the successes and shortcomings of WWV media strategies in the U.S. and to offer thoughts on how future projects might handle media coverage more effectively.