Radio stories increase conservatives' beliefs that Republicans are worried about climate change

A study of 2,742 conservative respondents found that short radio stories featuring conservative voices can shift perceptions of social norms regarding climate change. Seven of twelve stories significantly increased the belief that Republicans are worried about global warming. Specific narratives, such as those involving a teenager convincing a parent or a conservative leader advocating for free-market solutions, were particularly effective in increasing beliefs that global warming is human-caused and personally harmful.

• Seven out of twelve radio stories significantly increased the perception among conservative respondents that Republicans are worried about global warming, suggesting that a single 90-second story can shift perceptions of a social norm.
• Three specific stories—'Teen Changed Stepdad’s Mind', 'David Jenkins', and 'Conservative Republican’s Climate Shift'—increased the belief among conservatives that global warming is human-caused.
• Four stories increased the belief that global warming would cause personal harm: 'Teen Changed Stepdad’s Mind', 'Pro-Life Energy Policy', 'David Jenkins', and 'Climate Change National Security'.
• The 'Teen Changed Stepdad’s Mind' and 'David Jenkins' stories were the most effective overall; the former increased beliefs that global warming is human-caused, personally harmful, and a concern for Republicans, while the latter increased beliefs that it is human-caused, personally harmful, and increased the respondents' own level of worry.

APA

Yale Program on Climate Change Communication (2021). Radio stories increase conservatives' beliefs that Republicans are worried about climate change. https://climatecommunication.yale.edu/publications/radio-stories-increase-conservatives-beliefs-that-republicans-are-worried-about-climate-change/

Chicago

Yale Program on Climate Change Communication. Radio stories increase conservatives' beliefs that Republicans are worried about climate change. 2021. https://climatecommunication.yale.edu/publications/radio-stories-increase-conservatives-beliefs-that-republicans-are-worried-about-climate-change/.

Wikipedia

{{cite report |author=Yale Program on Climate Change Communication |title=Radio stories increase conservatives' beliefs that Republicans are worried about climate change |date=21 July 2021 |url=https://climatecommunication.yale.edu/publications/radio-stories-increase-conservatives-beliefs-that-republicans-are-worried-about-climate-change/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{yaleprogramonclimatechangecommunication2021radio, author = {{Yale Program on Climate Change Communication}}, title = {{Radio stories increase conservatives' beliefs that Republicans are worried about climate change}}, institution = {Yale Program on Climate Change Communication}, year = {2021}, month = jul, url = {https://climatecommunication.yale.edu/publications/radio-stories-increase-conservatives-beliefs-that-republicans-are-worried-about-climate-change/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }