Assessing Diverse Audiences and Attitudes

Many of the above-noted surveys are useful in detecting some general signals of response from the public. However, these surveys also show diverse responses that relate to particular levels of education, economic background, cultural affiliations, and religious beliefs. Environmental educators argue that the true complexity of the audience has not been sufficiently sampled and analyzed (Bride, 2006). For example, we are just beginning to survey people in developing countries faced with difficult choices because of their very poor standard of living (Agrawal and Redford, 2006). Here, we can take a lesson from business marketing strategies, wherein target audiences are identified and parsed for different approaches. This underscores the need for more surveys that identify groups according to their onset knowledge, economic status, cultural identities, and motivations (Falk et al., 2007). Of course, this targeted sampling should be accompanied by the kind of general assessments that identify some of the overarching concerns shared by many different audiences.

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