- Phase 1 – Pre-problem
- Phase 2 – Alarmed discovery
- Phase 3 – Realizing the cost of significant progress
- Phase 4 – Gradual decline of public interest
- Phase 5 – Post-problem phase
The problem exists and is known, but recognition is restricted.
Usually triggered off by an event – a disaster or a PR campaign – the issue rapidly captures public interest. Awareness of the issue and calls for its resolution are now rife.
As the issue has usually been vastly over-simplified for public consumption, a gradual realization of the complexity of the problem is bound to occur eventually – and when it comes a modification of the (pure) initial emotions.
The market for news is competitive – newer, apparently more pressing issues are brought to light.
The issue has been resolved, or has been marginalized by other issues. It is no longer of immediate importance, but a collective memory exists which can be reactivated by a recurrence.