"In fact, an opinion poll of 13,000 people in 18 countries from all continents, commissioned by the Deutsche Welle and released during the conference, found that the vast majority of those surveyed are concerned about climate change. What's more, the poll found people are ready to adjust their behavior accordingly: Many said they would be willing to pay higher prices for goods produced in an environmentally friendly way." DW report

"A new survey shows that more people think climate change is nothing to worry about. Researchers who released the survey are meeting in the German city of Bonn to try to explain to the world the problems that global warming may cause.
A recent international survey by German broadcaster Deutsche Welle and marketing research firm Synovate found that almost one-in-ten respondents declared they are "not at all concerned" by climate change. That was double the figure for the previous survey conducted in 2008." Voice of America report

These two excerpts from reports by two respectable news organizations about the same document show the role of media in shaping the perception of events. That is: How perspectives and interpretations may differ from one media outlet to another, from one journalist to another. Although technically both interpretations are correct, the difference in stressing different data exists.

How do we confront climate change in the future and what is the role of media in that? These are the questions 1,500 participants from almost 100 countries grappled with over three days at the Deutsche Welle Global Media Forum in Bonn.
Findings of the above mentioned poll on what the people around globe think about climate changes, its causes and dangers, as well as possible solutions could be read in more detail here.

I will mention what was said at the forum and by respondents in the poll about the role of media in reporting climate changes:

- Confronting audiences with horror scenarios alone is not enough. Journalists must also highlight solutions.

- When respondents were asked what role should media play in the issue of climate change, most said it should be 'educating and informing the public'. People rate TV as the best media source for climate change information, followed by websites.

- "There is no global solution for creating climate change awareness," says Bettermann, Deutsche Welle Director General. "The media and journalists have to adapt their methods to different circumstances. In restrictive media markets, you need to build trust and rely on dialogue. Global media has to show that international public interest with regards to climate protection exists. But journalists must also take the arguments from developing countries seriously - because these countries still need stable economic growth to compete globally. These are exactly the types of discussions that we will be initiating at this year's Deutsche Welle Global Media Forum."

- Synovate media research head Garton said, "Media plays a pivotal role in informing the world's consumers, and helping drive change in perceptions and behaviours. Media can find a ready audience for useful advice, especially when it helps answer the practical questions of what people can do to make changes for the better."

- Deutsche Welle Director General Erik Bettermann appealed to the international media not to focus on what he called "sensational" views of people who deny the climate is changing or who predict the phenomenon will lead to an impending disaster.

- The media must write to drive the people to act to stem climate change, while showing the deficits, solutions and different perspectives to provide hope, Deutsche Welle's Director General, Erik Bettermann, said. He said Journalists must write about climate change with passion, adding that what was needed in the fight against the phenomenon was "media producers with imagination. From the report by Ghana News: Accra Mai.

I find all recomendations useful and relevant, but the question (illustrated by two reports at the beginning) remains: Is it better to frame one's reporting in direction that the glass is half full, or that it is half empty?

Here you can take part in the survey "How climate-science is transmitted through the media."