Audiences
There is no one public response to climate change. Instead, there are different audiences or “interpretive communities” within society who each respond to the issue in their own distinct ways. One of the first rules of effective communication is “know thy audience” – including who they are, what they currently understand or misunderstand about climate change, their perceptions of the risks, their underlying values, attitudes, and emotions, where they get their information, whom they trust, etc.
Our research seeks to identify and understand these different audiences as a critical first step to more effective education and communication.
This work includes our research on:
- Global Warming’s Six Americas – Learn More
- Politics and Global Warming – Learn More
- Race, Ethnicity and Public Responses to Climate Change – Learn More
- Religious Responses to Climate Change – Learn More
- Generational Responses to Climate Change – Learn More
- Global Warming’s Six Indias – Learn More
- Public Opinion and the Environment: The Nine Types of Americans – Learn More
- Five Hurricane Audiences in Coastal Connecticut – Learn More