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:	Pénélope Daignault , Maxime Boivin , Valériane Champagne St-Arnaud
Formato:	article
Lenguaje:	FR
Publicado:	Éditions en environnement VertigO 2018
Materias:	environmental communication climate change segmentation study information framing web media Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/d8ec7f2de21a4b709eef8203396360d8
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spelling	oai:doaj.org-article:d8ec7f2de21a4b709eef8203396360d82021-12-02T09:59:27ZCommuniquer l’action en changements climatiques au Québec 1492-844210.4000/vertigo.23203https://doaj.org/article/d8ec7f2de21a4b709eef8203396360d82018-12-01T00:00:00Zhttp://journals.openedition.org/vertigo/23203https://doaj.org/toc/1492-8442Various 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.Pénélope Daignault Maxime Boivin Valériane Champagne St-Arnaud Éditions en environnement VertigOarticleenvironmental communicationclimate changesegmentation studyinformation framingweb mediaEnvironmental sciencesGE1-350FRVertigO, Vol 18, Iss 3 (2018)
institution	DOAJ
collection	DOAJ
language	FR
topic	environmental communication climate change segmentation study information framing web media Environmental sciences GE1-350
spellingShingle	environmental communication climate change segmentation study information framing web media Environmental sciences GE1-350 Pénélope Daignault Maxime Boivin Valériane Champagne St-Arnaud Communiquer l’action en changements climatiques au Québec
description	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.
format	article
author	Pénélope Daignault Maxime Boivin Valériane Champagne St-Arnaud
author_facet	Pénélope Daignault Maxime Boivin Valériane Champagne St-Arnaud
author_sort	Pénélope Daignault
title	Communiquer l’action en changements climatiques au Québec
title_short	Communiquer l’action en changements climatiques au Québec
title_full	Communiquer l’action en changements climatiques au Québec
title_fullStr	Communiquer l’action en changements climatiques au Québec
title_full_unstemmed	Communiquer l’action en changements climatiques au Québec
title_sort	communiquer l’action en changements climatiques au québec
publisher	Éditions en environnement VertigO
publishDate	2018
url	https://doaj.org/article/d8ec7f2de21a4b709eef8203396360d8
work_keys_str_mv	AT penelopedaignault communiquerlactionenchangementsclimatiquesauquebec AT maximeboivin communiquerlactionenchangementsclimatiquesauquebec AT valerianechampagnestarnaud communiquerlactionenchangementsclimatiquesauquebec
_version_	1718397841227907072

Communiquer l’action en changements climatiques au Québec

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