Whether the problem is an ongoing problem of considerable importance to society or a relatively new and unheard of phenomenon, public attention and activism tend to follow similar patterns of attitudes and cycling behaviors. As Anthony Downs explains in an article written more than 30 years ago, environmental issues tend to “suddenly leap into prominence, remain there for a short time, and then gradually fade from the center of public attention.” He calls this process the “problem attention cycle,” one of the most intriguing theories about environmental public opinion. Even though this article was written in the 1970s, Downs' theory contains crucial information about what is happening to public opinion regarding the environment today. Ultimately, Anthony Downs' theory of the problem-attention cycle has the potential to help us understand how American attitudes toward improving the quality of the environment are formed, sustained, and lost. To attempt to best analyze current public views on the environment, it is critical to first understand how Downs defines the issue focus cycle, particularly his description of the stages involved. Essentially, and rooted both “in the nature of some domestic problems and in the way mainstream media interact with the public,” there are five phases of the problem focus cycle. The first phase, called the pre-problem phase, occurs when a highly undesirable condition or situation occurs that has not yet attracted public attention, regardless of whether experts or interest groups were already aware of the problem. The next phase, known as the phase of alarmed discovery and euphoric excitement, consists of t... middle of paper... Clearly, climate change fits very well into this category. Having now entered the post-problem phase, public concern about climate change has once again entered a state of prolonged limbo, at least until the next environmental crisis or natural disaster demands our attention. As we can see, Anthony Downs' issue-conscious cycle as presented contains many practical uses in understanding public opinion and environmentalism. Over long periods of time, public interest has the potential to ebb and flow on multiple occasions, with the media playing an influential role exactly where and when this happens. Ultimately, although the theory was initially presented in the 1970s, it is still valid today as a vital tool for understanding how American attitudes toward improving environmental quality are shaped, sustained, and lost...