In order to finalize the number of total ... - Duke University
Searching for Solutions that Stick: U.S. Media Attention on Climate Change 2007 – 2011 by?Katya Chistik Hantel?Dr. Elizabeth Shapiro, AdvisorFINAL PROPOSAL, September 2011???Masters project submitted in partial fulfillment of the requirements for the Master of Environmental Management degree in the Nicholas School of the Environment of Duke University?2012?Advisor's signatureIntroduction Language, and the ideas it represents, falls in and out of fashion. “Buzzwords” that engage and inspire when they first appear lose potency over time as they become “overused.” A 2010 Accountemps national poll asked 150 senior executives with the nation’s 1,000 largest companies: “what is the most annoying or overused phrase or buzzword in the workplace today?”?Their responses included: synergy, paradigm, win-win, value-added and alignment ADDIN EN.CITE <EndNote><Cite><Author>Accountemps</Author><Year>2010</Year><RecNum>186</RecNum><DisplayText>(Accountemps, 2010)</DisplayText><record><rec-number>186</rec-number><foreign-keys><key app="EN" db-id="9ap5wtdwrwwzt7e9rvl5td28wsvra0z0rr29">186</key></foreign-keys><ref-type name="Report">27</ref-type><contributors><authors><author>Accountemps</author></authors></contributors><titles><title>What is the most annoying or overused phrase or buzzword in the workplace today?</title></titles><dates><year>2010</year></dates><urls><related-urls><url>;(Accountemps, 2010) - all terms that at one point drove strategy and sparked enthusiasm for changes in business behavior. In the environmental arena, “framing,” or placing issue within a specific context to achieve a desired interpretation, affects the way climate change communications are perceived ADDIN EN.CITE <EndNote><Cite><Author>Decisions</Author><Year>2009</Year><RecNum>40</RecNum><DisplayText>(Decisions, 2009)</DisplayText><record><rec-number>40</rec-number><foreign-keys><key app="EN" db-id="9ap5wtdwrwwzt7e9rvl5td28wsvra0z0rr29">40</key></foreign-keys><ref-type name="Report">27</ref-type><contributors><authors><author>Center for Research on Environmental Decisions</author></authors></contributors><titles><title>The Psychology of Climate Change Communications: A Guide for Scientists, Journalists, Educators and the Interested Public</title></titles><dates><year>2009</year></dates><pub-location>New York</pub-location><publisher>The Trustees of Columbia University in the City of New York</publisher><urls></urls></record></Cite></EndNote>(Decisions, 2009). My MP will explore the presence of two climate change frames in the U.S. media, studying them through the lens of the issue-attention cycle, to determine the viability of these frames as ways to capture and sustain media interest. Communications and Public AttentionResearch from the 1970s examining public attention on issues in the U.S. suggests the existence of a cycle of attention that is systematic and persistent, coined the “issue-attention cycle” ADDIN EN.CITE <EndNote><Cite><Author>Downs</Author><Year>1972</Year><RecNum>43</RecNum><DisplayText>(Downs, 1972)</DisplayText><record><rec-number>43</rec-number><foreign-keys><key app="EN" db-id="9ap5wtdwrwwzt7e9rvl5td28wsvra0z0rr29">43</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Anthony Downs</author></authors></contributors><titles><title>Up and Down with Ecology - the Issue-Attention Cycle</title><secondary-title>Public Interest</secondary-title></titles><periodical><full-title>Public Interest</full-title></periodical><pages>38</pages><volume>28</volume><number>Summer</number><dates><year>1972</year></dates><urls></urls></record></Cite></EndNote>(Downs, 1972). This cycle influences public attitudes and behavior concerning public issues in the U.S. Downs found that issues tend to emerge quickly into the public eye, focus our attention for a short time and gradually fade away, with or without being resolved. His research ultimately identified five distinct phases: StageDescriptionIdentifying Characteristics1 - Pre-ProblemA problem exists but has yet to receive public attention.For individuals aware of the problem, the reality is worse than their perception. Expert groups may be alarmed.2 - Alarmed discovery and euphoric enthusiasmCatalyst suddenly draws public awareness to the negative effects of the problem. Public enthusiasm for solving the problem quickly. Political powers claim the problem can be solved without intense disruption. Often technological solutions are assumed and called for.3 - Realizing the cost of significant progressA gradual public realization that the cost of solving the problem is high.Tension between groups as the public recognizes that a solution will have negative effects on a group or require sacrifices. 4 - Gradual decline of intense public interestThree public reactions manifest: discouragement, avoidance, and boredom.Most people experience some combination of the three reactions. By this time in the cycle, another public problem usually is gaining attention (Stage 2), further drawing attention away in Stage 4.5 - Post-problem Problem moves into a realm of lesser public attention or brief recurrences of interest.Entities created to address the problem in earlier stages almost always persist and it is possible to still achieve success through their efforts.Downs maintains that problems likely to run through the cycle have three characteristics:The problem affects a numerical minority in the U.S., in terms of percentage of the total population.The negative effects of the problem upon this minority are caused by elements that actually have some benefit to a majority or powerful minority of the U.S. population.Sensational events that helped to draw intense public focus to the problem initially (e.g. severe weather event) have died down over time. 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ADDIN EN.CITE.DATA (Nisbet & Huge, 2006), ADDIN EN.CITE <EndNote><Cite><Author>McDonald</Author><Year>2009</Year><RecNum>188</RecNum><DisplayText>(McDonald, 2009)</DisplayText><record><rec-number>188</rec-number><foreign-keys><key app="EN" db-id="9ap5wtdwrwwzt7e9rvl5td28wsvra0z0rr29">188</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Susan McDonald</author></authors></contributors><titles><title>CHANGING CLIMATE, CHANGING MINDS:APPLYING THE LITERATURE ON MEDIA EFFECTS, PUBLIC OPINION, AND THE ISSUE-ATTENTION CYCLE TO INCREASE PUBLIC UNDERSTANDING OF CLIMATE CHANGE </title><secondary-title>International Journal of Sustainability Communication</secondary-title></titles><periodical><full-title>International Journal of Sustainability Communication</full-title></periodical><pages>45-63</pages><volume>4</volume><dates><year>2009</year></dates><urls><related-urls><url>;(McDonald, 2009). In terms of media attention on climate change, based on a study of network evening news coverage of "global warming" over several years, Robert Brulle suggested that An Inconvenient Truth caused U.S. media issue attention cycle to peak January 2007 ADDIN EN.CITE <EndNote><Cite><Author>Revkin</Author><Year>2010</Year><RecNum>190</RecNum><DisplayText>(Revkin, 2010)</DisplayText><record><rec-number>190</rec-number><foreign-keys><key app="EN" db-id="9ap5wtdwrwwzt7e9rvl5td28wsvra0z0rr29">190</key></foreign-keys><ref-type name="Blog">56</ref-type><contributors><authors><author>Andrew Revkin</author></authors><secondary-authors><author>Andrew Revkin</author></secondary-authors></contributors><titles><title>The Greatest Story Never Told</title><secondary-title>Dot Earth</secondary-title></titles><volume>2011</volume><number>September 25, 2011</number><dates><year>2010</year><pub-dates><date>January 2, 2010</date></pub-dates></dates><pub-location>New York</pub-location><publisher>The New York Times</publisher><urls><related-urls><url>;(Revkin, 2010). The New York Times also noted in a May 2006 review of An Inconvenient Truth, that there seemed to be a "tipping point" approaching in terms of public attention on climate change ADDIN EN.CITE <EndNote><Cite><Author>Kakutani</Author><Year>2006</Year><RecNum>191</RecNum><DisplayText>(Kakutani, 2006)</DisplayText><record><rec-number>191</rec-number><foreign-keys><key app="EN" db-id="9ap5wtdwrwwzt7e9rvl5td28wsvra0z0rr29">191</key></foreign-keys><ref-type name="Newspaper Article">23</ref-type><contributors><authors><author>Michiko Kakutani</author></authors></contributors><titles><title>Al Gore Revisits Global Warming, With Passionate Warnings and Pictures</title><secondary-title>The New York Times</secondary-title></titles><section>Books of the Times</section><dates><year>2006</year></dates><pub-location>New York</pub-location><urls><related-urls><url>;(Kakutani, 2006). I will measure the "life cycle" of specific climate change "frames" over time, using Entman's definition that in the media, "[t]o frame is to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem definition" ADDIN EN.CITE <EndNote><Cite><Author>Entman</Author><Year>1993</Year><RecNum>187</RecNum><DisplayText>(Entman, 1993)</DisplayText><record><rec-number>187</rec-number><foreign-keys><key app="EN" db-id="9ap5wtdwrwwzt7e9rvl5td28wsvra0z0rr29">187</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Entman, R. M.</author></authors></contributors><auth-address>ENTMAN, RM (reprint author), NORTHWESTERN UNIV,CTR URBAN AFFAIRS & POLICY RES,EVANSTON,IL 60201, USA</auth-address><titles><title>FRAMING - TOWARD CLARIFICATION OF A FRACTURED PARADIGM</title><secondary-title>Journal of Communication</secondary-title><alt-title>J. Commun.</alt-title></titles><periodical><full-title>Journal of Communication</full-title></periodical><pages>51-58</pages><volume>43</volume><number>4</number><dates><year>1993</year><pub-dates><date>Fal</date></pub-dates></dates><isbn>0021-9916</isbn><accession-num>WOS:A1993MK12200008</accession-num><work-type>Article</work-type><urls><related-urls><url><Go to ISI>://WOS:A1993MK12200008</url></related-urls></urls><electronic-resource-num>10.1111/j.1460-2466.1993.tb01304.x</electronic-resource-num><language>English</language></record></Cite></EndNote>(Entman, 1993). Specifically, I will take Entman's idea as presented by Trumbo ADDIN EN.CITE <EndNote><Cite><Author>Trumbo</Author><Year>1996</Year><RecNum>130</RecNum><DisplayText>(Trumbo, 1996)</DisplayText><record><rec-number>130</rec-number><foreign-keys><key app="EN" db-id="9ap5wtdwrwwzt7e9rvl5td28wsvra0z0rr29">130</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Craig Trumbo</author></authors></contributors><titles><title>Constructing climate change: claims and frames in US news coverage of an environmental issue</title><secondary-title>Public Understanding of Science </secondary-title></titles><periodical><full-title>Public Understanding of Science</full-title></periodical><pages>269-283 </pages><volume>vol. 5 </volume><number>no. 3</number><dates><year>1996</year><pub-dates><date>July 1996</date></pub-dates></dates><urls><related-urls><url>;(Trumbo, 1996) that one type of media frame is the "promotion of a solution." Objective Question - What has the pattern of media coverage been for the following two climate change solution frames in terms of Downs’ issue-attention cycle from the time period January 2007 – September 2011? I will approach this question by studying two elements:Frequency of frame media coverage Interaction of events and frames. I propose to measure two specific "solutions" climate change frames in the media over time, measuring to see if it has its own distinct issue-attention cycle:Development of carbon market solutions, including placing a price on carbon dioxide and developing cap-and-trade schemes.Development of technology solutions, possibly including but not limited to: renewable sources of energy (solar, wind, geothermal, biomass, clean coal and nuclear), in addition to carbon capture and sequestration technologies. Specific solutions will be refined throughout the course of reviewing media coverage on climate change during my target time frame.The solutions I will study include frames Gore himself has pushed in the past few years, and thus exist as part of climate change media coverage during this time period. Methods Methodology – Track the frequency of a particular frame’s use over time and determine if there is a noticeable issue-attention cycle, flowing from introduction of the phrase, to widespread use and then decline. Mixed Methods Research, Sequential Study - Research will begin with quantitative work: an analysis of the number of times a frame is used in key U.S. newspapers and wire services (pieces appearing in print coverage). Several climate change-related U.S. media studies have focused on seven or fewer newspaper outlets PEVuZE5vdGU+PENpdGU+PEF1dGhvcj5Cb3lrb2ZmPC9BdXRob3I+PFllYXI+MjAwNzwvWWVhcj48
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ADDIN EN.CITE.DATA (Rick, Boykoff, & Pielke, 2011), and Boykoff argues that major newspapers set the coverage agenda for the rest of the U.S. media. To this end, my study will review the following print outlets: The New York Times, Washington Post, USA Today, Wall Street Journal, as well as the Associated Press, Bloomberg and Reuters wire services. I will use a coding methodology for measuring the presence of frame and prominence based on previous scholarship examining biotech media coverage over time, which coded each frame as not present = 0, present = 1, or outstanding focus/appearing in the lead =2 PEVuZE5vdGU+PENpdGU+PEF1dGhvcj5OaXNiZXQ8L0F1dGhvcj48WWVhcj4yMDA2PC9ZZWFyPjxS
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ADDIN EN.CITE.DATA (Nisbet & Huge, 2006). For my purposes, "lead" would be headline or sub-head. Other climate change media coverage studies similar in scope PEVuZE5vdGU+PENpdGU+PEF1dGhvcj5Cb3lrb2ZmPC9BdXRob3I+PFllYXI+MjAwODwvWWVhcj48
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ADDIN EN.CITE.DATA (Wilkins, 1993) examine sample sizes varying from 974 articles for a six year period to 1441 articles for a three-year period. I propose reviewing 1,000 media articles containing one or both of my target frames publishing over a five-year period, and assign the following codes:Articles about climate change would receive a “1” score if they include a frame, a “0” score if they do not The article would receive a “2” score if the frame is “highly prominent” – meaning, it is described in the headline, subhead or first paragraph of the article In order to finalize the number of total articles to be coded, I will do a brief keyword search across different publications, to see the overall incidence of the frames. Expected result from this overview search is that instances of these frames increase over time, with 1,000 being a sufficient sample size for this type of project ADDIN EN.CITE <EndNote><Cite><Author>Hamilton</Author><Year>2011</Year><RecNum>192</RecNum><DisplayText>(Hamilton, 2011)</DisplayText><record><rec-number>192</rec-number><foreign-keys><key app="EN" db-id="9ap5wtdwrwwzt7e9rvl5td28wsvra0z0rr29">192</key></foreign-keys><ref-type name="Personal Communication">26</ref-type><contributors><authors><author>James Hamilton</author></authors><secondary-authors><author>Katya Hantel</author></secondary-authors></contributors><titles><title>RE: Measuring the Environmental Buzzword Lifecycle in Media</title></titles><dates><year>2011</year><pub-dates><date>9/25/11</date></pub-dates></dates><pub-location>Chicago</pub-location><work-type>E-mail</work-type><urls></urls></record></Cite></EndNote>(Hamilton, 2011). I will also refer to Daniel Riffe’s Analyzing Media Messages: Using Quantitative Content Analysis in Research?for additional guidance on media coding throughout my MP. Each article would also be coded for tone, either “positive,” “negative,” or “neutral.” Specific keywords used to define the tone will be identified at the beginning of the coding process. For all articles that contain a frame, I would also run an analysis using NVivo, Lexis or Factiva to see what other key words are commonly included in the articles that contain the frame. Examples include groups or individuals, major events in the policy area (e.g., international meetings, debates in Congress) or major reports/findings. If a keyword appears a significant amount of times (e.g. “Waxman-Markey bill” in the market solutions frame) it would be flagged as a possible frame driver through the issue attention cycle, which would be finalized by answering the following question: does the frequency of media coverage increase or decrease significantly after the introduction of this keyword? If yes, this is evidence of a frame driver for the purposes of my MP.Once frame drivers are identified, they will be qualitatively examined to determine how they are affecting the movement through the issue-attention cycle by examining the following questions:How is the solution frame being described? For example, coverage of the Waxman-Markey bill as being a bad or good market solution. What will this solution do and whom it will affect?Who is supporting or opposing this solution?What events or individuals are included in/affecting this frame?What are stage in the issue-attention cycle does this driver move the frame to? For example, positive media coverage of a breakthrough in photovoltaic technology may increase media coverage of the climate change technology frame and help drive the media into Phase 2 of the issue attention cycle, characterized by euphoric enthusiasm.Does this tone change over time? If so, the driver needs further examination, because it may be being influenced by other elements (e.g. a UN Climate Change report may be a driver for increased media attention, but subsequent reports refuting the science within that report change the tone of the coverage). Project TimelineTaskCompletion DateSubmission ToStatusProject ProspectusFebruary 1, 2011Sherri NeviusCompleteAdvisor Assignment March 04, 2011Liz ShapiroCompleteDraftApril 6, 2011Liz Shapiro; cc: Sherri NeviusCompleteProject proposal approved by advisorApril 29, 2011N/ACompleteFinalSeptember 30, 2011Liz Shapiro, cc: Sherri NeviusSubmittedComplete IRB Exemption Form Within 7 days after completion of Final MP Project Proposal Liz Shapiro, cc: Sherri NeviusN/ASetup NVivo account and code articles – 0-150October 10, 2011N/AMP Written Draft: Introduction (includes literature review)October 17, 2011N/A Code articles – 150 – 350October 20, 2011N/AMP Written Draft: Materials and methodsNovember 1, 2011N/ACode articles – 350 – 550November 7, 2011N/ACode articles – 550 – 750November 14, 2011N/ACode articles – 750 – 1,000November 21, 2011N/AMP Written Draft: Results/observationsNovember 30, 2011N/ADraft Project Presentation practice - Guidelines to be providedTuesday, November 29, or Wednesday, November 30, 2-3 PM EST (give presentation during office hours via Skype)Liz ShapiroProject Presentation electronic filesDecember 1 (TBC), 1:00 PM ETDEL OfficeProject Presentation December 8-13, 2011 - TBDPresentation due to DEL Office 1 week prior to due date, 1:00 PM ET.DEL OfficeMP Written Draft: Discussion/Conclusion January 31, 2012N/AComplete MP Written DraftFeb. 27, 2012Liz Shapiro, cc: Sherri NeviusRevised MP Written DraftMarch 19, 2012Liz Shapiro, cc: Sherri NeviusMP Presentation Practice March 15, 2012Erin Noble and Jennifer KingFinal electronic presentation due to DEL Office April 6, 2012, 1:00 PM ETLisa Strebler, DEL OfficeVirtual MP PresentationApril 11-12, 2012Lisa Strebler, DEL OfficeFace-to-face Presentation due to DEL Office May 4, 2012, 1:00 PM ETLisa Strebler, DEL OfficeFinal face-to-face MP presentationMay 11, 2012Lisa Strebler, DEL OfficeFinal Written Paper with Abstract – Upload final MP electronically to DukeSpace and submit hard copy of advisor signed cover page/abstract.April 27, 2012 by 5:00 PM ET - Separate abstract submittal must be signed by advisor(s). Online submission, DEL Office and Liz Shapiro Expected Results Ultimately, I hope to be able to identify where in the issue attention cycle the U.S. media is in relation to these two broad frames. I expect to find that these frames are made up of distinct sub-frames, e.g. geo-engineering PEVuZE5vdGU+PENpdGU+PEF1dGhvcj5IYW1pbHRvbjwvQXV0aG9yPjxZZWFyPjIwMTE8L1llYXI+
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ADDIN EN.CITE.DATA (Hamilton, 2011), characterized by specific market solutions and technologies. These sub-frames will be identified and mapped against the issue-attention cycle. I also expect to find that many drivers influence media attention on these climate change frames within the time period, and that within each driver, smaller, perhaps complete issue attention cycles take place. Information to be produced – For my two overall frames studied:Existence of the frame between January 2007 – September 2011. Using the data set of articles where the frame exists, a graph of the frame’s prominence in media coverage and notation of stages of the issue attention cycle. Graph described above with an overlay of events identified as “frame drivers” to compare the instance of the event with the stage of the issue attention cycle.A cycle info-graphic identifying the relative length of time of each frame’s phase, with approximate dates. Written description of each frame’s phase characteristics (keywords used in coverage and any other pattern that emerges).For sub-frames:Graph of its existence relative to the mega frame it supportsOverlay of major events/drivers influencing the sub-frameFor drivers:Bar graph indicating the number of times a frame or sub-frame driver appears from January 2007 – September 2011, to identify the “biggest” drivers.Flow chart that notes the one or more frames each driver influenced. For instance, release of a U.N. climate change report that advocated for both market and technological solutions may be a single driver of multiple frames. For drivers that influence more than one frame, the flow chart will illustrate the relative impact on these frames. Format of Report My report will be an academic paper aimed at communications scholars and environmental communications practitioners in the fields of marketing and public relations. Targets for publication include the International Journal of Sustainability Communication, which published McDonald’s climate change issue-attention media paper in 2009, and International Journal of Communication, an interdisciplinary journal open to contributions from multiple fields, as well as Journal of Applied Communication Research (JACR). JACR, the publication of the National Communication Association, addresses communications theory as applied in practice. JACR was ranked 25 out of 55 Thomson Reuters’s 2009 list of influential communications journals. The report will also be synopsized into an article for , an online environmental news and analysis outlet whose editor has expressed interest in a guest post from me on this topic.Literary Citations, Sources & Amount of SupportNo additional research support needed in terms of supplies, space, equipment or funds. Media analysis will be performed using Duke Library Lexis database, though this resource does not include all articles published in the outlets due to copyright constraints. The final MP will include discussion of what effect, if any, this fact may have had on my results.Faculty Primary Advisor: Elizabeth Shapiro, Nicholas School of the EnvironmentJames (Jay) Hamilton, Sanford School of Public Policy, has also provided guidance in the development of this proposal and has offered to be a resource for additional questions. CitationsCitations are provided in APA Style in the recommended format for communications research. Style is based on the Publication Manual of the APA, 5th ed. ADDIN EN.REFLIST Accountemps. (2010). What is the most annoying or overused phrase or buzzword in the workplace today?Boykoff, M. T. (2007). Flogging a dead norm? Newspaper coverage of anthropogenic climate change in the United States and United Kingdom from 2003 to 2006. Area, 39(4), 470-481.Boykoff, M. T. (2008). The cultural politics of climate change discourse in UK tabloids. Political Geography, 27(5), 549-569.Boykoff, M. T., & Boykoff, J. M. (2007). Climate change and journalistic norms: A case-study of US mass-media coverage. Geoforum, 38(6), 1190-1204.Decisions, C. f. R. o. E. (2009). The Psychology of Climate Change Communications: A Guide for Scientists, Journalists, Educators and the Interested Public. New York: The Trustees of Columbia University in the City of New York.Downs, A. (1972). Up and Down with Ecology - the Issue-Attention Cycle. Public Interest, 28(Summer), 38.Entman, R. M. (1993). FRAMING - TOWARD CLARIFICATION OF A FRACTURED PARADIGM. Journal of Communication, 43(4), 51-58.Hamilton, J. (2011). RE: Measuring the Environmental Buzzword Lifecycle in Media. In K. Hantel (Ed.). Chicago.Kakutani, M. (2006). Al Gore Revisits Global Warming, With Passionate Warnings and Pictures. The New York Times.McDonald, S. (2009). CHANGING CLIMATE, CHANGING MINDS:APPLYING THE LITERATURE ON MEDIA EFFECTS, PUBLIC OPINION, AND THE ISSUE-ATTENTION CYCLE TO INCREASE PUBLIC UNDERSTANDING OF CLIMATE CHANGE International Journal of Sustainability Communication, 4, 45-63.Nisbet, M. C., & Huge, M. (2006). Attention Cycles and Frames in the Plant Biotechnology Debate. The Harvard International Journal of Press/Politics, 11(2), 3-40.Revkin, A. (2010). The Greatest Story Never Told. In A. Revkin (Ed.), Dot Earth (Vol. 2011). New York: The New York Times.Rick, U. K., Boykoff, M. T., & Pielke, R. A. (2011). Effective media reporting of sea level rise projections: 1989-2009. Environmental Research Letters, 6(1).Trumbo, C. (1996). Constructing climate change: claims and frames in US news coverage of an environmental issue. Public Understanding of Science vol. 5 (no. 3), 269-283 Wilkins, L. (1993). Between facts and values: print media coverage of the greenhouse effect, 1987-1990. Public Understanding of Science, 2(1), 71-84. ................
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