Abstract
This mixed-methods study relates to the first French Canadian Web media dedicated to promoting climate action in the province of Quebec. The main objectives were to 1) realize a psychographic portrait of Quebeckers regarding climate change information; 2) identify target segments and evaluate their level of interest for different frames and themes relating to climate action. First, an online survey was sent to 1280 French Quebeckers. Secondly, seven focus groups were conducted to evaluate the media’s first contents and complement the quantitative data. This study sheds light on key variables likely to influence interest for such a media and offers potential framing avenues to climate communicators.
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