Publication Type
Journal Article
Version
publishedVersion
Publication Date
1-2016
Abstract
A nationally representative telephone survey (n = 1,006) was conducted to understand how different groups of Singaporeans regard the issue of climate change and their inclination toward action in dealing with it. We measured attitudes, knowledge, and perceptions of the problem of climate change and the role of various stakeholders in addressing it. The data were subjected to a latent class analysis to produce three distinctive segments of the population: the concerned, the disengaged, and the passive. These segments stand in contrast to those discovered in the United States, Australia, Germany, and India and suggest different strategies for public engagement campaigns. The results also clarify the need to account for national idiosyncrasies when promoting adaptation to, or mitigation of, climate change in different parts of the world.
Keywords
Climate change, Communication behavior, National survey, Public opinion, Segmentation analysis, Singapore
Discipline
Asian Studies | Environmental Sciences | Nature and Society Relations
Research Areas
Integrative Research Areas
Publication
International Journal of Communication
Volume
10
First Page
4736
Last Page
4758
ISSN
1932-8036
Publisher
University of Southern California
Citation
DETENBER, Benjamin H.; ROSENTHAL, Sonny; LIAO, Youqing; and HO, Shirley S..
Audience segmentation for campaign design: Addressing climate change in Singapore. (2016). International Journal of Communication. 10, 4736-4758.
Available at: https://ink.library.smu.edu.sg/cis_research/202
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://ijoc.org/index.php/ijoc/article/view/4696
Included in
Asian Studies Commons, Environmental Sciences Commons, Nature and Society Relations Commons