2010-12-22 08:33:37Exploring the orientations which characterise the likely public acceptance of low emission energy technologies
John Cook


Haven't read this paper yet but it's done by CSIRO scientists in my hometown Brisbane (oi oi oi), the full paper is freely accessible and it looks like it may have some important results re messaging:


Full Paper (PDF)

There is a large body of research and development into the low emission energy technologies that has the potential to assist developed and developing countries transition to more sustainable energy systems. It has long been recognised that public perceptions can have a fundamental effect on the market for technology and this issue raises questions about the role society will play in developing a low emissions energy future. Understanding how the public will respond to the range of low emission energy technologies as part of a climate change mitigation package is therefore critical for researchers, policy makers and industry stakeholders. In the current research, we investigated the Australian public’s likely acceptance of a range of low emission energy technologies by assessing the diverse ‘orientations’ that have emerged in response to low emission energy technologies. In a survey of two Australian states we measured the support for, and knowledge of, a range of low emission energy technologies. Using self-organising maps, a relatively new approach for segmenting response profiles, we identified that at least four distinct ‘orientations’ have emerged toward the issue and are characterising the likely acceptance of these technologies: ‘Disengaged’, ‘Nuclear Oriented’, ‘Renewables Oriented’, and ‘Engaged’. The implications of these multiple public viewpoints are described for climate change mitigation policy and for future research into the social acceptance of alternative energy technologies.