Shifting public engagement: How media coverage of climate change conferences affects climate change audience segments.

Abstract

While it is often assumed that media attention for events, such as international climate change conferences, can influence public opinion, research studying changes in public opinion concerning climate change is scarce. Research on climate change audience segments and the theory of motivated reasoning suggest that media effects depend on the level of audience engagement with climate change. We analyze how exposure to media coverage of the COP21 affected public opinion in the Netherlands. Based on a two-wave online panel survey (N = 876), we identified five audience segments that varied in their degree of climate change beliefs, involvement, policy preferences, and behavioral intentions. Different media effects across segments were found indicating (dis)confirmation bias, specifically, for medium levels of positive and negative engagement. The findings indicate that important events may cause limited changes in public opinion and emphasize the importance of studying segment-specific and content-specific media effects.