Despite the media's best efforts, the public is still not buying the ManBearPig scare

Here.

Excerpt:

Many commentators have called on the media to lead the public toward action [on global warming]. Some outlets, like Time Magazine, (and The Times editorial page and columnists like Tom Friedman) have taken on an advocacy role.

But polls persistently put the issue at the bottom of lists of voter concerns. Can the media make a difference?

Many sociologists I’ve interviewed say no one should count on articles or television (or even an Oscar-winning movie) to somehow magically galvanize meaningful action to pursue non-polluting energy options. It’s nearly impossible to impose a sense of urgency on people, as Time tried to do last year with its “Be Worried. Be Very Worried” cover on climate.