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Addressing climate change can only succeed if the public realize the reality and seriousness of climate change and adjust their behavior in ways that limit emissions and promote adaptation, whereas the complexity, uncertainty and large temporal and spatial scales of the issue have caused the barriers for public understanding, which imply a strong urge for the strategic climate change communication (CCC). Public’s information seeking and media use condition is a major challenge to overcome for the effective CCC. This research has conducted an initial analysis of public’s information seeking and media use based on a national random survey of public opinion on climate change in mainland China. Results from the survey shows that the Chinese respondents use TV as their most important information seeking channel, consider the science institutes as the most trusted information source, and with low attention to the environmental related news content. Statistically correlations between the aforementioned communication variables and the climate change awareness have also been tested. A number of implications for CCC strategies represented based on the results of this study.

Communicating Climate Change: Channels, Sources, Contents and Outreach Strategies Based on China Survey