Researcher(s)
- Michelle Chavanne, Environmental Science, University of Delaware
Faculty Mentor(s)
- Jerri Husch, DECCCI Coordinator, Office of the UD Cooperative Extension Director, University of Delaware
- Jennifer Volk, Interim UD Cooperative Extension Director, CANTR, University of Delaware
Abstract
Research from Yale University’s “Six Americas” survey shows that the majority of Americans fear climate change and categorize themselves as “alarmed,” “concerned,” and “cautious” — and Delawareans follow this. The UD Cooperative Extension, an outreach part of the UD College of Agriculture and Natural Resources, can provide ways to learn about climate change and support new solutions. The key question is, “what specifically can it offer and what is Extension’s niche?”
Using Action Insights, a qualitative assessment method, ethnographic data collection activities were used including key informant interviews, text analyses, small focus groups, participant observation, and polls. The resulting data was categorized into “actors,” “actions,” and “artifacts” with respect to time and place. This framework, known as “AAAPT,” clarified what Extension has done, with whom, where, when and why regarding climate change. In addition, it highlighted key patterns and trends that Extension needs to address and adapt to. Specifically, it was clear that three main domains (economy, education, policy) were key areas that need future action.
From the analysis, while the Delaware public is alarmed, worried, and anxious about climate change, UD Cooperative Extension personnel are generally disengaged from climate change conversations and even uneasy about using the term. To strengthen Extension’s role regarding climate change impact responses, Cooperative Extension needs to focus on education, training, and climate change communication. By prioritizing organizational improvements, Extension would facilitate more public engagement and be a trusted advisor to groups and Delaware policy makers. Next steps include implementing the recommendations and following up with Extension’s communication, both within and outside the University and across all DE counties and municipalities. In addition, the findings from the assessment may be adaptable to other organizations to improve their climate change communication strategies, programs and projects.