Robert Davies

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Certain scientific subjects are often divisive or technical, which makes those topics difficult to discuss with audiences outside the scientific sphere. One way of getting around this obstacle is to cater scientific communication to different target audiences to cut through any audience biases. In order to accomplish that, a communicator needs to understand the relationship between audiences’ worldviews, and what they know, feel, and do regarding the subject at hand, and then how that relationship influences the types of media audiences trust and to which they respond positively. The following study investigates the worldviews of a military audience with respect to climate change and found that its results are congruent with past studies on worldview and how it impacts the issues people care about. The study also found that the messenger for scientific communication can be important to influencing this audience regarding the subject of climate change.