Engaging Diverse Audiences with Climate Change: Message Strategies for Global Warming’s Six Americas

Dec 9, 2014 | All Categories, Reports, Six Americas

We are pleased to provide you with an adapted version of our chapter from the Routledge Handbook of Environment and Communication (2014), edited by Anders Hansen and Robbie Cox.

In this chapter, we describe Global Warming’s Six Americas – six unique audience segments that view and respond to the issue in distinct ways.  We describe the beliefs and characteristics of each group and discuss methods of effectively communicating with them in light of:  (1) the pro- or counter-attitudinal nature of messages on the issue for each group; (2) their willingness to exert the cognitive effort necessary to process information on the issue; (3) their propensity for counter-arguing, motivated reasoning and message distortion; and (4) the communication content they say they most desire and, hence, would be most likely to process and accept.