Abstract

As scientific knowledge about what we need to do to limit climate change and mitigate its negative impacts is now well established, climate change has mainly become a social and political problem. Effective communication is needed to build public support for climate action. However, in order to make climate communication effective, a comprehensive understanding of the public is needed. This includes recognising diversity in citizens’ views towards climate change by distinguishing distinct climate segments and investigating what information sources these different climate segments rely on. Four climate segments are distinguished, ranging from the Engaged to the Doubtful, each with a distinct media diet.