Environmental Communication Strategies:
When Is What Appropriate?
Author(s)
B. Tyson & C. Unson
Abstract
How do advocates for the environment best communicate the need to properly
manage natural resources? Under conditions of high scientific and high social
consensus, a reinforcement strategy would be suitable (i.e., incentives or laws).
Under conditions of low scientific consensus and low social consensus, dialogic
strategies ought to be followed (i.e., participatory decision making). Under
conditions of high scientific consensus but low social consensus, communication
could be educational and/or persuasive depending on the immediacy of the
situation. This paper provides justification for the above thesis and an analysis of
the facilitating factors and barriers affecting each of the four communication
strategies listed above. Questions are raised about what constitutes consensus
vis-à-vis the controversy inherent among scientists, policy makers, industry, and
advocates over many environmental issues. Examples of industry versus
advocacy controversy and confusion generated by ideological differences and
conflicting scientific findings are discussed. Conclusions are suggested that treat
the four communication strategies as phases that lead to support for
environmental policy.
Keywords: environmental education, environmental communication,
environmental social marketing, environmental behavior change.
1 Introduction
The criteria used to select environmental communication strategies are somewhat
unique when compared to other forms of public communication. Environmental
issues often generate abnormally high amounts of controversy. Issues are often
emotionally charged and the rationale for solutions are frequently subjective. It is
often difficult to choose when reinforcement (incentives or laws), persuasive,
educational or dialogic (participatory) strategies are the most appropriate.
Keywords
environmental education, environmental communication,
environmental social marketing, environmental behavior change.
Related Book
Other papers in this volume
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