Divergent media engagement in a consensus democracy: media typology, political moderation, and climate change beliefs in Ireland

Public perceptions of climate change are pivotal, shaping policy support, individual behavioral changes, and societal response to environmental challenges. However, the role of diverse media habits in shaping these views remains under-examined in consensus democracies. This study addresses this applied problem by analysing a nationally representative sample of 3,077 Irish respondents to examine how daily engagement with national, local, and social media influences climate skepticism and perceptions of local harm. Using a contextual media typology framework, the research reveals that while national media consumption reduces skepticism, local media engagement can reinforce skepticism among right-leaning audiences. These findings offer a theoretical contribution to the understanding of selective consumption and political moderation in a non-polarized media environment. Practically, the study provides applied insights for climate communicators, highlighting the necessity of multi-channel strategies that combine science-based national reporting with targeted local interventions and trusted messengers to reach politically aligned groups effectively.