Day 8: Environmental Communication

Environmental communication

The ways people express, shape, and negotiate their ecological relationships with the world, including nonhuman systems and species.

Framing

The way an issue is described or how a problem is conceived, articulated, and approached.

Message framing

Presenting information in a particular way to influence how an audience understands an issue.

Why is framing important in conservation?

How conservation is framed influences who understands the message and how effectively it resonates with audiences.

Why is framing unavoidable?

All information exists within some kind of frame, so communicators must frame messages strategically or risk less effective messaging.

Three ways to frame a message

Change semantics, change key words, or frame an entire issue around a particular topic.

Example of framing through semantics

Using “climate change” versus “global warming.”

Example of framing through word choice

Using “levy” versus “tax.”

Example of framing an entire issue

Presenting climate change as a public health or economic issue.

Five key lessons of environmental communication

Emphasize what matters to the audience; use social norms; reduce psychological distance; leverage useful biases; test messages.

Emphasize what matters to the audience

Connect conservation messages to the audience’s interests, values, or concerns.

Use social norms

Use perceptions of what other people do or approve of to influence behavior.

Reduce psychological distance

Make an environmental issue feel less distant or disconnected from the audience.

Leverage useful biases

Use knowledge of how people think and make decisions to improve conservation messaging.

Why test conservation messages?

Testing reveals which messages work instead of assuming a message will be effective.

Loss-focused climate framing

The economy will weaken if climate change is not addressed.

Gain-focused climate framing

The economy will strengthen if climate change is addressed.

Why are sharks important?

They contribute to ocean ecosystems, tourism, and local economies.

Oceanic shark population decline presented in lecture

An estimated 71% decline since 1970.

Tolerance for sharks

A concept connected to attitudes, acceptance, and intended behaviors toward sharks.

How can popular media affect shark tolerance?

Media portrayals can influence how people perceive sharks and their tolerance toward them.

Why study social media for conservation?

It can reach large audiences cheaply and easily and may influence public attitudes.

Shark study hypothesis 1 (H1)

Positive YouTube messaging will increase tolerance for sharks.

Shark study hypothesis 2 (H2)

Negative YouTube messaging will decrease tolerance for sharks.

Shark study hypothesis 3 (H3)

Positive shark videos will influence tolerance more than negative shark videos.

Major takeaway from the shark YouTube study

Social media may influence shark tolerance, and positive messages were more impactful than negative ones.

How can conservation communicators apply framing research?

Identify which frames work best for different species and scenarios to support conservation goals.