Engaging diverse audiences with climate change: message strategies for Global Warming’s Six Americas

摘要: Global climate change – a threat of potentially unprecedented magnitude is viewed from variety perspectives by Americans, with some dismissing the danger, entirely unaware its significance, and still others highly concerned motivated to take action. Understanding sources these diverse key effective audience engagement: Messages that ignore cultural political underpinnings people's views on are less likely succeed. In this chapter, we describe Warming’s Six Americas six unique segments view respond issue in distinct ways. We beliefs characteristics each group discuss methods effectively communicating them light of: (1) pro- or counter-attitudinal nature messages for group; (2) their willingness exert cognitive effort necessary process information issue; (3) propensity counter-arguing, reasoning message distortion; (4) communication content they say most desire and, hence, would be accept.