1) I don't think local news media has helped last few decades. The constant reports of study that say "X" bad, followed by no no "X" is good (all the while both studies were describing tiny results) has led to distrust.
2) Govt funding of stupid studies creates image where researchers are scam artists who provide results by money
3) Lots of research is done by universities. Growing dissatisfaction with university system being projected onto researchers therein.
4) It was always sold wrong. It should have been sold as energy independence (freedom) not a burden (we need to change how we are doing things and limit ourselves).