Issue framing is key to understanding what issues make the public agenda and which lanquish in technical obscurity. 'Framing' is also the way the public makes sense of complex information and issues, such as global warming.
The link below discusses issue framing and science in the public mind.
http://www.somedicyt.org.mx/assets/hemerobiblioteca/articulos/Mooney_Framing_Science.pdf
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