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Maria Ojala and Yuliya Lakew

One important group to include in efforts to combat climate change is young people. This group comprises the future leaders of society, besides being citizens of today, and they will be the ones handling the future negative consequences of this global problem. This article provides an overview of some research about climate change communication and young people. The aim is to gain a better understanding of how this group relates to and communicates about climate change in different contexts, and how to best promote knowledge, a sense of efficacy, and engagement concerning this problem. The focus is on young people who are between late childhood and young adulthood. Questions in focus are: How do media messages about climate change influence young people, and how do they themselves use media, for instance social networks, to engage with this issue? Can art-based and entertainment approaches to communication overcome the distant and complex character of climate change and make young people feel more empowered and engaged? Is it possible to communicate about climate change and raise awareness by promoting contact with nature and animals? How do young people cope with the negative emotions that are often evoked by information about this problem? In what way do young people communicate in everyday life with parents, peers, and teachers about climate change? Are participatory approaches to climate change communication a good way to prepare young people for future extreme climate events?


Mark Morrison, Donald W. Hine, and Steven D'Alessandro

Communication with farmers about climate change has proven to be difficult, with relatively low acceptance of anthropogenic climate change or the idea that climate change will negatively affect agriculture. Many farmers have been impervious to climate change communications because of the nature of farming, their worldviews, and the controversies about climate change in the media. Segmentation studies from the agriculture and natural resource management literatures provide evidence of homogeneous farmer groups internationally with respect to climate change attitudes and behaviors in a farming context. Understanding these segments—including their values, beliefs, and behaviors—is important for developing tailored and targeted communications approaches. Based on understanding of commonly observed farmer segments, it is possible to tailor communication strategies to better engage with segments of concern, including which message to use, appropriate sources, as well as alternative communication techniques based on participatory approaches and use of the arts. For certain segments, discussion about human-induced climate change should be avoided given that it is contentious and not critical for how farmers should respond to climate change. Theoretical frameworks from psychology and marketing—such as the theory of planned behavior, the attitude-to-behavior process model, the motivation and opportunity and determinants (MODE) model, motivation to avoid harm, and the elaboration likelihood model—can also be used to inform the design of communication strategies for engaging with farmers. However, a careful analysis of farmer segments, their worldviews, their beliefs, and their position in the consumer decision-making process suggests that the recommendations from these theoretical models should not be implemented uniformly across farmer segments. Rather, the various theoretical models provide a number of strategies that need to be selectively applied based on knowledge of the target segment. While use of theory and understanding of segments will help to improve communications with farmers, it is apparent that changing the beliefs of farmers in some segments about the need to respond to climate change will require more than simply increasing the quantity or quality of communications. Engaging farmers in these segments requires a much richer information set and a much greater effort to show farmers how they should be responding to climate variability and change using practical demonstrations and participatory approaches.