1. Drones and public opinion A/Prof John Fitzgerald Criminology, University of Melbourne Source: http://www.suasnews.com/2012/12/19965/foxkopter-australian-cricket-umpire/foxkopter-2/

2. Outline Drones and applications Public opinion – Fear – Future – Fun – Framing : Context sensitivity Mission not the machine The Feeling is the message

3. Definitions : Drone taxonomy (CASA/ICAO)

4. Public opinion: Boeing (2003) MacSween-George, (2003) (n=120) Acceptable applications for UAVs – Fire fighting, crop dusting, cargo transport Four test conditions to influence opinion: – UAV information – Statistical data – Emotional influences – Combined statistical and emotional influences 2nd AIAA "Unmanned Unlimited" Conf. and Workshop & Exhibit A Public Opinion Survey- Unmanned Aerial Vehicles for Cargo, Commercial, and Passenger Transportation

5. Drone applications Surveillance War and conflict (Security) Emergency services Eco monitoring (ivory) Industry monitoring (viticulture, chicken farms) Environmental monitoring (Heat stress, drought) Journalism (Christmas Island, Syria) Entertainment (foxcopter, film making, ) Delivery and logistics (text books, blood products)

6. Public opinion Looking-glass self (Cooley (1902) Frame analysis (Goffman, 1974) Spiral of silence (Noelle-Neumann,1984) Role of media / fear (Altheide, 2002) – Framing – Agenda setting Frame contestation (Brewer & Gross 2005; Chong & Druckman 2007) Affective vulnerability (Thrift, 2008) Social media – human sensor networks Gov 2.0 Altheide, D.(2002) Creating Fear: News and the Construction of Crisis. New York: Aldine De Gruyter. Noelle-Neumann, E. (1984), The spiral of silence: Public opinion – our social skin, Chicago: The University of Chicago Press.

7. Public opinion Blumer (1948) Polling and Public opinion Fairclough (1991) Critical discourse analysis Zetterberg (2003) Social science and opinion – Things we must express collectively – politics – Opinions that we may express – vox populi

8. Framings Fear Fun Future

9. Framings – fear Military deployments – Armed UAVs Domestic deployments – Privacy concerns – Physical safety - crowds

10. Military Drones and public opinion Do you approve or disapprove of of the US using drone strikes to target extremists http://www.pewglobal.org/database/indicator/52/

11. Military Drones and public opinion Full question: “Do you approve or disapprove of the United States conducting missile strikes from pilotless aircraft called drones to target extremists in countries such as Pakistan, Yemen and Somalia? “ http://www.pewglobal.org/database/indicator/52/

12. Military Drones and public opinion Gallup (March 2013) – 65% in favour of using drones against suspected terrorists in other countries, 28% disapproved. NBC News, Wall Street Journal (June 2013) – 66% in favour of using drones against suspected terrorists abroad, 16% opposed. YouGov – 60% approved while 18% disapproved. – Same question with the caveat ‘even if innocent civilians may also be killed? – 25% approval, 52% opposed – http://affairstoday.co.uk/american-public-opinion-and-drone- strikes/#sthash.9zqhApVE.dpuf http://affairstoday.co.uk/american-public-opinion-and-drone- strikes/#sthash.9zqhApVE.dpuf http://www.pewresearch.org/fact-tank/2013/10/23/report-questions-drone-use-widely-unpopular-globally-but-not-in-the-u-s/

13. Fear : safety Source: http://docs.lib.purdue.edu/cgi/viewcontent.cgi?article=1002&context=atgradshttp://docs.lib.purdue.edu/cgi/viewcontent.cgi?article=1002&context=atgrads Tam (2011) Purdue University Student report Email questionnaire (n=158) – Midwestern university staff – International Society of Aircraft Traders (ISTAT) – Repeating MacSween (2003)

14. Fear: Safety Source: http://docs.lib.purdue.edu/cgi/viewcontent.cgi?article=1002&context=atgradshttp://docs.lib.purdue.edu/cgi/viewcontent.cgi?article=1002&context=atgrads Passenger transport

15. CCTV and public opinion Ditton (2000) – Strong support (65-90%) – Context sensitive – Age, gender, time of day, location, prior victimisation – Approx. 33% concerned with privacy – No evidence that CCTV reduced fear of crime – High level of trust in police using data – 44% CCTV will erode civil liberties – 70% “CCTV might stop the innocent from being wrongly accused” – People more concerned about being viewed in streets than shops – “If CCTV cameras were installed in this street would you feel more safe or less safe alone at this time of day ?” – 42% the same – 56% safer – Making the safe feel safer, rather than making the unsafe feel safe

16. Future: Media framing US media 60 Minutes – Amazon (December 2013) – Positioning Amazon before cyber Monday – Other drone PR stunts Textbook drone delivery Cake drone delivery Pizza drone delivery Parcel delivery drones Beer delivery drones Taco delivery drones Sushi delivery drones General delivery drones Source: http://www.businessinsider.com.au/why-amazon-announced-delivery-drones-2013-12http://www.businessinsider.com.au/why-amazon-announced-delivery-drones-2013-12

17. Future: Medical supplies Matternet – HIV AIDS blood tests deliveries DHL (Dec 2013, test flight Bonn, 3Kg medicine) http://www.myfoxny.com/Story/24172205/german-firm-testing-drones-to-deliver-goodshttp://www.myfoxny.com/Story/24172205/german-firm-testing-drones-to-deliver-goods

18. Fun: Attitudes to drones logistics Drone2Home (Netflix) parody Source: https://www.youtube.com/watch?feature=player_embedded&v=ucz3JpvDQjkhttps://www.youtube.com/watch?feature=player_embedded&v=ucz3JpvDQjk

19. Fun: Attitudes to drones logistics Dominos domicopter Source: https://www.youtube.com/watch?v=_tnQLPO-8TYhttps://www.youtube.com/watch?v=_tnQLPO-8TY Dolphinsafari.com Source: https://www.youtube.com/watch?v=Bo_f8mV5khg&list=RDucz3JpvDQjk&index=13https://www.youtube.com/watch?v=Bo_f8mV5khg&list=RDucz3JpvDQjk&index=13

20. Image of delivery drones Source: https://today.yougov.com/news/2014/01/03/public-wary-commercial-drones/https://today.yougov.com/news/2014/01/03/public-wary-commercial-drones/ Q: “Do you favor or oppose allowing private companies inside the United States to use unmanned drones to deliver packages ? “ DescriptionPercent Strongly favour10 Somewhat favour21 Somewhat oppose19 Strongly oppose25 not sure26 Total1000 | 31% favour | 44% oppose

21. Image of delivery drones Source: https://today.yougov.com/news/2014/01/03/public-wary-commercial-drones/https://today.yougov.com/news/2014/01/03/public-wary-commercial-drones/ Which of the following words do you think best describes Amazon’s announcement that it wants to use drones to deliver packages? DescriptionPercent cool31 goofy23 Impossible10 Scary31 None of these13 Not sure12 Total1000

22. Public opinion: Monmouth University Source: http://www.monmouth.edu/assets/0/32212254770/32212254991/32212254992/32212254994/32212254995/30064771087/409aecfb-3897-4360-8a05-03838ba69e46.pdfhttp://www.monmouth.edu/assets/0/32212254770/32212254991/32212254992/32212254994/32212254995/30064771087/409aecfb-3897-4360-8a05-03838ba69e46.pdf Monmouth public polling institute (August 2013) – General population (CATI weighted, n= 1012) To ascertain levels of public support for different drone applications

23. Fear : Public opinion: Monmouth University Source: http://www.monmouth.edu/assets/0/32212254770/32212254991/32212254992/32212254994/32212254995/30064771087/409aecfb-3897-4360-8a05-03838ba69e46.pdfhttp://www.monmouth.edu/assets/0/32212254770/32212254991/32212254992/32212254994/32212254995/30064771087/409aecfb-3897-4360-8a05-03838ba69e46.pdf Do you support or oppose the use of drones to: DescriptionPercent support Don’t know Issue Speeding tickets316 Control illegal immigration on the nation’s border628 Help with search and rescue missions836 Allow law enforcement to use drones armed with weapons in hostage situations 529 Allow law enforcement to use drones armed with weapons to patrol the nation’s border 448

24. Fear: Public opinion: Monmouth University Source: http://www.monmouth.edu/assets/0/32212254770/32212254991/32212254992/32212254994/32212254995/30064771087/409aecfb-3897-4360-8a05-03838ba69e46.pdfhttp://www.monmouth.edu/assets/0/32212254770/32212254991/32212254992/32212254994/32212254995/30064771087/409aecfb-3897-4360-8a05-03838ba69e46.pdf Level of concern DescriptionVerySome what A littleNot at all D/K How concerned would you be about your own privacy if U.S. law enforcement starts using unmanned drones with high tech cameras and recording equipment? 492015142

25. Trust - CCTV

26. Public opinion: Duke Source: http://sites.duke.edu/ihss/files/2013/06/UAS-Research-Brief.pdfhttp://sites.duke.edu/ihss/files/2013/06/UAS-Research-Brief.pdf Eyerman et al (2013) – Ohio Law enforcement (n=119, 16% response) – General population (online panel 2119: 59% response) To enhance understanding of public perceptions and law enforcement concerns

27. Public opinion: Duke (2013) Source: http://sites.duke.edu/ihss/files/2013/06/UAS-Research-Brief.pdfhttp://sites.duke.edu/ihss/files/2013/06/UAS-Research-Brief.pdf Public support by type of use – General population

28. Public opinion: Duke Source: http://sites.duke.edu/ihss/files/2013/06/UAS-Research-Brief.pdfhttp://sites.duke.edu/ihss/files/2013/06/UAS-Research-Brief.pdf Applications – law enforcement

29. Public opinion: Duke Source: http://sites.duke.edu/ihss/files/2013/06/UAS-Research-Brief.pdfhttp://sites.duke.edu/ihss/files/2013/06/UAS-Research-Brief.pdf Concerns– General population

30. Trust – regulation of commercial Source: https://today.yougov.com/news/2014/01/03/public-wary-commercial-drones/https://today.yougov.com/news/2014/01/03/public-wary-commercial-drones/

31. Trust – regulation of commercial Source: https://today.yougov.com/news/2014/01/03/public-wary-commercial-drones/https://today.yougov.com/news/2014/01/03/public-wary-commercial-drones/

32. Trust – regulation of commercial Source: https://today.yougov.com/news/2014/01/03/public-wary-commercial-drones/https://today.yougov.com/news/2014/01/03/public-wary-commercial-drones/

33. Contested framing Rowling et al (2013) International Journal of Communication 7:2231-2253 Cascading activation – Framing selects some aspects of a perceived reality and make them more salient in such a way as to promote a particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation” (Entman, 1993, p. 52) – Interpretive frames activate and spread from the top level of a stratified system to the network of nonadministration elites, and on to news organizations, their texts, and the public – Interpretations / contestations feed back from lower to higher levels Frame contestation shapes public opinion

34. Contested framing

35. Public opinion: rationalist Seven Stages of public opinion (Yankelovich 1991) – awareness, – a sense of urgency or a demand for action, – a search for solutions, – reaction and resistance, – wrestling with alternative choices, – intellectual assent, or resolution at the cognitive level, and – full resolution--moral, emotional, and intellectual. Public opinion is shaky and unstable unless it reaches the maturity of the seventh stage. Yankelovich D (1991)

36. Singapore Kindness movement Wrestling emotions Source: https://www.youtube.com/watch?feature=player_embedded&v=sj4A6g2GP30 https://www.youtube.com/watch?feature=player_embedded&v=sj4A6g2GP30

37. Happiness from the skies Singapore kindness movement May 2014, Guest workers + residents "By deploying drone technology in a new, creative and entirely unexpected way, we created a simple delivery system that not only brought a little happiness to two disparate segments of society but also built an invisible bridge that connects the guest workers to the local community. It also forces us to completely re-evaluate our perceptions of drones that are so often associated with negative news reports and violence," added O&M AP CCO Eugene Cheong. Source: http://www.campaignbriefasia.com/2014/05/the-skies-were-filled-with.htmlhttp://www.campaignbriefasia.com/2014/05/the-skies-were-filled-with.html