{"query_echo":{"q":"","filters":{"analysis_type":["audience analysis"]},"warnings":[{"code":"facet_value_not_in_vocabulary","message":"Value 'audience analysis' for facet 'analysis_type' is not in the controlled vocabulary."}]},"total":{"value":2,"relation":"eq"},"page":1,"page_size":20,"self":"https://climateinsightsdirectory.org/api/v1/search?analysis_type=audience+analysis","stability":"beta","ai_marking":{"digital_source_type":{"uri":"http://cv.iptc.org/newscodes/digitalsourcetype/trainedAlgorithmicMedia","name":"Created using Generative AI"},"notice":"Summary and key insights are generated using artificial intelligence."},"results":[{"id":"commyale-000268","url":"https://climateinsightsdirectory.org/document/commyale-000268","title":"Engaging Global Warming's Six Americas","publisher":{"name":"Yale Program on Climate Change Communication","organization":"yale-program-on-climate-change-communication"},"document_type":"research paper","language":"en","date_published":"2020-12","source_url":"https://climatecommunication.yale.edu/app/uploads/2014/03/Messaging-for-Six-Americas-2021.pdf","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","analysis_type"],"summary":{"text":"The document identifies six distinct audience segments in the U.S. population—Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive—based on their level of concern and engagement with climate change. It argues that effective communication requires tailoring messages to these groups' specific psychological and cultural profiles. For highly involved groups (Alarmed, Concerned), the paper suggests focusing on efficacy and opinion leadership. For low-involvement groups (Cautious, Disengaged), it recommends non-effortful strategies like narratives and social norms. For skeptical groups (Doubtful, Dismissive), it advises non-confrontational framing aligned with conservative values, such as patriotism and free-market solutions, to avoid the 'boomerang effect' of motivated reasoning.","ai_generated":true,"unit":"commyale-000268#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"The U.S. population is divided into six audience segments based on a spectrum of concern and engagement: the Alarmed (most concerned/motivated), Concerned, Cautious, Disengaged, Doubtful, and Dismissive (least concerned/motivated).","ai_generated":true,"unit":"commyale-000268#insight-1","date_modified":"2026-10-23"},{"text":"The Alarmed segment is characterized by high issue involvement, strong belief in human-caused climate change, and a tendency toward egalitarian values; they are most likely to be liberal Democrats and are highly attentive to environmental news.","ai_generated":true,"unit":"commyale-000268#insight-2","date_modified":"2026-10-23"},{"text":"The Dismissive segment represents the opposite of the Alarmed, characterized by high issue involvement but a strong rejection of climate science, high individualism, and a lack of trust in scientists.","ai_generated":true,"unit":"commyale-000268#insight-3","date_modified":"2026-10-23"},{"text":"Low-involvement segments, specifically the Cautious and Disengaged, are less likely to exert cognitive effort to process complex information and are best reached through non-effortful strategies such as visual imagery, humor, narratives, and the promotion of positive social norms.","ai_generated":true,"unit":"commyale-000268#insight-4","date_modified":"2026-10-23"},{"text":"For the Alarmed and Concerned, communication should focus on building efficacy—the belief that action is effective and possible—to translate high risk perceptions into actual behavior, and leveraging them as opinion leaders within their social networks.","ai_generated":true,"unit":"commyale-000268#insight-5","date_modified":"2026-10-23"},{"text":"Skeptical audiences (Doubtful and Dismissive) often engage in motivated reasoning and counter-arguing when challenged; therefore, effective engagement requires non-confrontational framing that aligns with conservative values, such as patriotism, respect for authority, and free-market solutions.","ai_generated":true,"unit":"commyale-000268#insight-6","date_modified":"2026-10-23"}],"climate_tags":["climate change communication","environmental policy"],"geography_discussed":[],"frame_perspective":[],"analysis_type":["audience analysis","communication strategy"]},{"id":"commgmu-000215","url":"https://climateinsightsdirectory.org/document/commgmu-000215","title":"Promoting Community Involvement and Opinion Leadership in Protection of the Salt Marshes of Blackwater National Wildlife Refuge","publisher":{"name":"Center for Climate Change Communication","organization":"center-for-climate-change-communication"},"document_type":"report","language":"en","date_published":"2016-07","source_url":"https://climatecommunication.gmu.edu/wp-content/uploads/2023/06/Pickering_Creek_Report_ALL_071116VF.pdf","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The report evaluates the \"Salt Marsh Stories\" program's impact on four focal audiences: Audubon members, higher education students/faculty, and business and faith communities in Maryland's Eastern Shore. Baseline data shows that salt marshes and sea level rise are generally non-salient issues, with significant uncertainty regarding sea level rise. However, the experiential program—specifically the planting of native grasses—successfully increased place attachment, knowledge, and emotional engagement. The study identifies place attachment and affinity for nature as the strongest predictors of a participant's intent to communicate about these issues to others.","ai_generated":true,"unit":"commgmu-000215#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"Salt marshes and sea level rise are not salient issues for most of the target audiences. Substantial portions of higher education, business, and faith communities report they are not knowledgeable about or do not think about salt marshes, and nearly half of these groups never discuss the topic.","ai_generated":true,"unit":"commgmu-000215#insight-1","date_modified":"2026-10-23"},{"text":"There is significant attitudinal uncertainty regarding sea level rise, which is notably higher than uncertainty regarding general climate change. Only 48% of baseline respondents are very or extremely sure that sea level rise is currently occurring along Maryland's coastlines.","ai_generated":true,"unit":"commgmu-000215#insight-2","date_modified":"2026-10-23"},{"text":"Place attachment to Blackwater National Wildlife Refuge and a general affinity for nature are the most consistent and strongest predictors of an individual's involvement in the issue and their likelihood to act as a conservation communication leader.","ai_generated":true,"unit":"commgmu-000215#insight-3","date_modified":"2026-10-23"},{"text":"The \"Salt Marsh Stories\" experiential program successfully increased participants' certainty and knowledge. Trip participants were more certain that sea level rise is occurring (74%) compared to the baseline survey (48%).","ai_generated":true,"unit":"commgmu-000215#insight-4","date_modified":"2026-10-23"},{"text":"Emotional engagement, particularly during the planting of native grasses, is strongly linked to a participant's intent to communicate about the salt marshes. The most influential emotions for this intent are feeling inspired, excited, motivated, entertained, and breathtaken.","ai_generated":true,"unit":"commgmu-000215#insight-5","date_modified":"2026-10-23"},{"text":"Audubon members exhibit distinct characteristics compared to other audiences, including higher nature relatedness, more biospheric values, greater knowledge of salt marshes, and higher certainty regarding sea level rise.","ai_generated":true,"unit":"commgmu-000215#insight-6","date_modified":"2026-10-23"},{"text":"The business community in Dorchester and Talbot counties is the least aware of sea level rise and the least convinced of its local relevance, despite being among the groups most at risk due to their proximity to low-lying coastal lands.","ai_generated":true,"unit":"commgmu-000215#insight-7","date_modified":"2026-10-23"}],"climate_tags":["sea level rise","climate change communication","environmental education"],"geography_discussed":["Dorchester County","Talbot County"],"frame_perspective":[],"analysis_type":["audience analysis","program evaluation","behavioral study"]}]}