But first, some data:

Sea levels, Greenhouse effect, temp and CO2, CO2, temp changes over space, CO2 over time

Pre-persuasion--framing the debate

• Carbon dioxide--greenhouse gas or best friend?
• Fox News, weather, and global warming
• Polar bears and NRDC
• Advertising's important contributions
• Greg Craven, Oregon HS teacher, and risk

Source credibility

• Fox cherrypicking a scientist's views (sourcewatch's page on David Evans); more cherrypicking of quotes with a Senator as expert commentator
• Here's a Congressman, a leading climate scientist, and a skeptic--should give a sense of who is a good communicator, who publishes in his field and knows the content, and who's trying to stack the debate
• Al Gore's documentary, An Inconvenient Truth
• Discrediting works, too (climategate, Al Gore)

Message control

• Global warming vs climate change
• Each'side' has language that it uses in public discourse
  • Climate deniers, global warming, climate disruption, front groups/astroturf/greenwash, fossil fuels, renewable energy
  • Global warming alarmists, climate change, theory, climategate (trying to tie a 'scandal' to Watergate--see above link), Medieval warming period (i.e., pre-industrial warming suggests humans aren't involved), global cooling, clean coal, energy security, climate police

Appeal to emotion (mostly fear)

• Bedtime stories, two versions
• Anger--Glenn Beck climate scientist plugs a book, talks to a TV weatherman, and fires up his audience
• Using children (Oncoming train ; Dreams of tomorrow; children and polar bears
• Death and destruction