Defining issue-based publics for public engagement: climate change as a case study

Abstract

Understanding your audiences' perceptions is key to the success of any communication campaign. This research note outlines a pilot study using the Situational Model of publics to segment the broader public. Focus groups were used to study publics' understandings and perceptions of climate change to determine if this issue-based publics model is relevant to this field. The work shows the potential of this model of publics, but in the case of climate change it may need a minor refinement.

Enhancing learning, communication and public engagement about climate change – some lessons from recent literature

“…Campbell, 2011;Donner, 2011;Featherstone et al, 2009). Many voices are blended in public discourse on climate change, representing different positions and standpoints towards how laypeople could best contribute to mitigating and adapting to climate change effects.…”

“…An increasing number of studies point to the need for public participation in climate science and policy matters (e.g., Featherstone et al, 2009;Kahlor & Rosenthal, 2009;Maibach & Hornig Priest, 2009;Nisbet & Scheufele, 2009;Stamm et al, 2000;Whitmarsh, 2008). In other words, this strand of literature deals with the first of the two types of public engagement discussed in Section 3.…”

Social representations of climate change in Swedish lay focus groups: Local or distant, gradual or catastrophic?

“…Earlier studies of climate change communication have emphasized the importance of the communicator's segmenting target groups and taking their interpretative frames into account (e.g., Featherstone et al, 2009;Maibach et al, 2008). As pointed out by Moser (2010: 39), "different audiences require distinct frames, goals, messages, and messengers."…”

“…Seacrest et al, 2000), the socio-cultural preconditions for lay understanding of climate change e.g. social norms and values (Featherstone et al, 2009;Moser, 2006), and mental models governing lay people's behavior (Sterman and Sweeney, 2002).…”

Communicating Climate Change: Closing the Science‐Action Gap

“…Several recent studies suggest that different audiences relate to distinct frames, goals, messages, and messengers and have preferences as to the communication channels they frequent (Agyeman et al 2007;Featherstone et al 2009;Leiserowitz et al 2008). Thus, choosing the appropriate channel with a tailored message is more likely to reach and actively engage a specific audience (Moser 2007a(Moser , 2007b In some sense, communication on climate change has been spectacularly successful.…”