Communiquer l’action en changements climatiques au Québec
Various studies show the importance of communication actions about climate change to promote preventive and adaptive behaviors in the population. In order for these actions to be effective, a deep understanding of the targeted audience is needed. This is what segmentation studies are dedicated to, n...
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| Autores principales: | , , |
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| Formato: | article |
| Lenguaje: | FR |
| Publicado: |
Éditions en environnement VertigO
2018
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/d8ec7f2de21a4b709eef8203396360d8 |
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| Sumario: | Various studies show the importance of communication actions about climate change to promote preventive and adaptive behaviors in the population. In order for these actions to be effective, a deep understanding of the targeted audience is needed. This is what segmentation studies are dedicated to, namely identify groups among the audience that share common characteristics in order to determine specific strategies to target them. In addition, it is widely recognized that framing media information according to tone, theme and format, for instance, influences the way receivers react in terms of attitudes and behaviors. In the context of the creation of Unpointcinq, the first French Canadian Web media dedicated to promoting action to fight climate change in Quebec, we conducted a segmentation study with 1280 French Quebeckers. We notably assessed their interest towards different themes, types of initiatives (ex. : individual, community-based, governmental) and informational frames (ex. : economy, health) potentially covered by Unpointcinq. The analysis allowed the identification of three segments that mainly vary regarding the perceived relevance of the Web media and the intention to consult it. The model based on a regression analysis identified seven main predictive variables of the general interest for the Web media amongst the most interested segment. |
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