Segmenting Science Audiences in Lithuania: Media Pathways and Climate Change Views

Abstract

This study investigates how audience segmentation can support strategies to address climate change disinformation. A nationally representative survey conducted in Lithuania in 2024 used latent class analysis (LCA) to identify four audience segments based on perceptions of science, trust in research, and media use: “Engaged Enthusiasts,”” Informed Sceptics,” “Occasional Observers,” and the “Hard-to-Reach.” While the segmentation structure is comparable to earlier findings from Switzerland, differences were observed in demographic composition, media practices, and engagement levels. The questionnaire was adapted to the Lithuanian context by including nationally relevant media sources and a section on climate change. Attitudes toward climate change vary across the segments. “Engaged Enthusiasts” strongly align with the scientific consensus and support climate science. “Informed Sceptics” also accept the reality and human causes of climate change, despite their more critical views of science. “Occasional Observers” show the weakest agreement with key climate statements, reflecting low scientific interest. The “Hard-to-Reach” segment, although disengaged from science generally, expresses relatively strong concern about climate change. These findings suggest that counter-disinformation strategies should differentiate between audience segments and align communication with their trust levels and information behaviors.