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Six Americas

August 01 2012

A public health frame arouses hopeful emotions about climate change

Communication researchers and practitioners have suggested that framing climate change in terms of public health and/or national security may make climate change more personally relevant and emotionally engaging to segments of the public who are...

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Topics: Attitudes & Beliefs Emotion / Affect / Imagery Health Risk Communication Six Americas
July 31 2012

Global Warming’s Six Americas in March 2012 and November 2011

Global Warming’s Six Americas in March 2012 and November 2011

Highlights:

  • The size of the Six Americas has remained relatively stable since May 2011, with two exceptions: the Disengaged are now only 6 percent of the adult population (down from 10% in May 2011); and the Cautious have increased to 29 percent (up from 24% in May 2011)...

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Topics: Attitudes & Beliefs Six Americas
March 18 2012

Global Warming’s Six Americas Screener Manual

Global Warming’s Six Americas Screener Manual

This manual was developed to assist interested parties in using the Global Warming’s Six Americas audience segmentation typology.  The segmentation typology is fully described in Maibach, Leiserowitz, Roser-Renouf, & Mertz (2011)....

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Topics: Six Americas
September 28 2011

Communication and marketing as climate change-intervention assets: A public health perspective

The understanding that global climate change represents a profound threat to the health and well-being of human and nonhuman species worldwide is growing. This article examines the potential of communication and marketing interventions to...

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Topics: Energy Use / Conservation Health Policy Support Risk Communication Six Americas
June 27 2011

Global Warming’s Six Americas in May 2011

Global Warming’s Six Americas in May 2011

Nearly 40 percent of American adults are in the two groups most concerned about climate change – the Alarmed and the Concerned – while 25 percent of Americans are in the two groups least concerned about the issue – the Dismissive and Doubtful

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Topics: Attitudes & Beliefs Citizen Behavior Energy Use / Conservation Policy Support Risk Perceptions Six Americas Trust Values & Religion
March 10 2011

Identifying like-minded audiences for climate change public engagement campaigns: An audience segmentation analysis and tool development

In Fall 2008, we conducted a nationally representative survey of American adults (n = 2,164) to identify audience segments for global warming public engagement campaigns. By subjecting multiple measures of global warming beliefs, behaviors, policy...

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Topics: Attitudes & Beliefs Citizen Behavior Policy Support Risk Perceptions Six Americas
December 08 2010

Knowledge of Climate Change Across Global Warming’s Six Americas

Knowledge of Climate Change Across Global Warming’s Six Americas

This report draws from a national study conducted in 2010 on what Americans understand about how the climate system works, and the causes, impacts, and potential solutions to global warming. This report then examines climate literacy across Global Warming's Six Americas.

Overall, knowledge about climate change varies widely across the Six Americas - 49 percent of the Alarmed received a passing grade (A, B, or C), compared to 33 percent of the Concerned, 16 percent of the Cautious, 17 percent of the Doubtful, 4 percent of the Dismissive, and 5 percent of the Disengaged. In general, the Alarmed and the Concerned better understand how the climate system works and the causes, consequences, and solutions to climate change than the Disengaged, the Doubtful and the Dismissive.

These and other results within the report demonstrate that most Americans both need and desire more information about climate change. While information alone is not sufficient to engage the public in the issue, it is often a necessary precursor of effective action.

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Topics: Attitudes & Beliefs Knowledge / Climate Literacy Six Americas
October 23 2010

Anthony Leiserowitz On Global Warming’s Six Americas

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Topics: Attitudes & Beliefs Policy Support Politics / Elections Risk Perceptions Six Americas
September 28 2010

Informing an Effective Response to Climate Change

Education and communication are among the most powerful tools the nation has to bring hidden hazards to public attention, understanding, and action. Citizens, governments, and the private sector cannot factor climate change into their decisions...

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Topics: Attitudes & Beliefs Citizen Behavior Knowledge / Climate Literacy Policy Support Politics / Elections Risk Communication Six Americas
July 08 2010

Global Warming’s Six Americas: June 2010

 

This report extends and updates an ongoing program of research analyzing Americans’ interpretations of and responses to climate change. This research segments the American public into six audiences that range along a spectrum of concern and issue engagement from the Alarmed, who are convinced of the reality and danger of climate change, and who are highly supportive of personal and political actions to mitigate the threat, to the Dismissive, who are equally convinced that climate change is not occurring and that no response should be made.

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Topics: Attitudes & Beliefs Citizen Behavior Consumer Behavior Energy Use / Conservation Policy Support Risk Perceptions Six Americas Trust Values & Religion
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