View source for Whitmarsh, L., Lorenzoni, I., & O'Neill, S. (2011). Public engagement with climate change: a social representations theory approach.

Title: Public engagement with climate change: a social representations theory approach Authors: Lorraine Whitmarsh, Irene Lorenzoni, and Sophie O'Neill Year: 2011

Whitmarsh, Lorenzoni, and O'Neill's (2011) article, "Public engagement with climate change: a social representations theory approach," addresses the importance of understanding diverse audience segments when crafting effective climate change communication strategies. The authors emphasize the value of utilizing big data sources, such as social media data and survey responses, to identify and understand the specific values, concerns, and priorities of different audience segments.

By employing a social representations theory approach, the researchers highlight the need to consider how people's social and cultural contexts shape their understanding of and engagement with climate change. By analyzing various datasets, communicators can develop a comprehensive understanding of their target audiences and create messages that resonate with each group's unique perspectives.

The authors argue that successful public engagement requires tailored communication strategies that account for the specific beliefs, attitudes, and contexts of different audience segments. This targeted approach can help to foster greater understanding, concern, and action on climate change across various groups within society.