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How to promote SCP topics in the media
 

How to promote SCP topics in the media

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    How to promote SCP topics in the media How to promote SCP topics in the media Presentation Transcript

    • Making an Impact - Collective Actions Towards Sustainable Consumption and Production How to promote SCP Topics in the Media Good-Practice Examples, Reflections and Recommendations Session: Tools for effective implementation SCP and Media: Successful Communication December 08th, 2009, Brussels, Belgium Sarah Lubjuhn, Institute for Communication Studies, University of Duisburg-Essen Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009
    • Content 1. Media and sustainability topics 2. Good-Practice examples of media projects for promoting SCP 3. Reflections and recommendations Source: Bouman Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 2
    • Content 1. Media and sustainability topics 2. Good-Practice examples of media projects for promoting SCP 3. Reflections and recommendations Source: Bouman Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 3
    • Sustainability Topics and the Media - A Background Importance of the media for promoting sustainability topics  73 percent of the German people use media as most important resource for getting prosocial information (Verlag 2005),  2/3 of the US entertainment TV viewers learn from prosocial messages, 1/3 ‚take action‘ after watching them on TV (Porter Novelli et al. 2005). => How can people be reached? Different media strategies for fostering sustainability lifestyles  Cognitive-orientated media strategies are well suited for addressing people from higher and middle socio-economic classes by preliminary provide facts, data and sophisticated elaborations (Bouman 1999, Lubjuhn/Pratt 2009)  Affective-orientated media strategies are well suited for addressing people from middle and lower socio-economic classes, “Mainstream Consumers” (Movius et al. 2007, Morgan et al. 2009) Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 4
    • Theoretical Foundation of Sustainability Media Strategies Theoretical foundation  At its core comprises (1) doing formative and summative research on the pro-sustainability messages, (2) using Communication Theory for effectively reaching media users with messages.  International level: Theoretical foundation is used by governmental organizations. For CSO’s/NGO’s it is rather untypical.  Germany: Neither governmental, nor CSO’s/NGO’s use theoretical foundation systematically yet. Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 5
    • Content 1. Media and sustainability topics 2. Good-Practice examples of media projects for promoting SCP 3. Reflections and recommendations Source: Bouman Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 6
    • Entertainment TV - A Collaboration for Promoting Sustainability Lifestyles Echt Elly (ETV.nl, The Netherlands) http://ellylockhorst.punt.nl Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 7
    • Entertainment TV - A Collaboration for Promoting Sustainability Lifestyles Echt Elly (ETV.nl, The Netherlands) What is special?  TV entertainment makers, CSO’s, political stakeholders and researchers collaborate together for designing and implementing Echt Elly  Involving a celebrity  CSO: Providing SCP learning materials for audience members, advising TV makers  Political stakeholders: Financial supporting the TV program and the research, advising TV makers  Researchers: Formative and summative research ==> Strong network activities between the different stakeholders Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 8
    • Web 2.0: Carrot Mobs  Participatory network of consumers for SCP  Idea: Reward businesses, who are making socially responsible decisions  11 different countries all over the world Communicating through:  Web 2.0 based media (TV, social communities), SMS Example  24th October 2009, Carrot mob at “Eve&Adam’s” in Berlin www.carrotmob.org Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 9
    • Public Media Art Campaign: WWF‘s Melting Ice Sculptures Source: Rosa Merk WWF Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 10
    • Content 1. Media and sustainability topics 2. Good-Practice examples of media projects for promoting SCP 3. Reflections and recommendations Source: Bouman Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 11
    • Reflections and Recommendations Reflections and Recommendations  Strengthening sustainability information exchange and network activities  Offering sustainability material for media (entertainment) makers, which fits their needs (of “story telling”)  Clearly defining the target group of the sustainability media format and “dealing” with them  Fostering research activities  Fostering debates and discussion on framework conditions for sustainability media collaboration practice (Lubjuhn/Bouman 2009, Volpers et al. 2008) Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 12
    • References Bouman, M.P.A. (1999): Collaboration for prosocial change. The turtle and the peacock. The Entertainment-Education Strategy on Television. Wageningen, The Netherlands: Wageningen Agricultural University. Liedtke, C./Welfens, J., et al. (2007): Ressourcenschonung durch lebensstilorientierte Bildung. In: Altner, G., Leitschuh, H. Michelsen, G. München, C.H. Beck: Jahrbuch Ökologie 2008, pp. 142-153. Lubjuhn, S./Pratt, N. (2009, forthcoming): Media communication strategies for climate-friendly lifestyles – Addressing middle and low class consumers for social-cultural change via Entertainment-Education, IOP Conference Series: Earth and Environmental Science, IOP publishing. Lubjuhn, S./Bouman, M. (2009): Entertainment-Education in den Niederlanden und den USA. Was kann Deutschland davon lernen? In: merz (medien + erziehung), Zeitschrift für Medienpädagogik, 53. Jg., Nr. 4/2009, S.44-49. Morgan, S. E./Movius, L., et al. (in press): The power of narratives. The effect of entertainment television organ donation storylines on the attitudes, knowledge, and behaviors of donors and non-donors. Journal of Communication. Movius, L./Cody, M., et al. (2007): Motivating Television Viewers to Become Organ Donors. Cases in Public Health Communication & Marketing. June 2007, available from:http://www.casesjournal.org/volume1/peer-reviewed/cases_1_08.cfm. Porter Novelli/Centers for Disease Control and Prevention (CDC), et al. (2005): TV Drama/Comedy Viewers and Health Information 2005, Porter Novelli HealthStyles Survey. Singhal, A./Rogers, E. M. (1999): Entertainment-Education. A communication strategy for social change. Mahwah, New Jersey, London: Lawrence Erlbaum Associates. Volpers, H./Bernhard, U., et al. (2008): Public relations und werbliche Erscheinungsformen im Fernsehen. Eine Typlologie persuasiver Kommunikationsangebote des Fernsehens. Berlin: Vistas. Verlag, G. (2005): OTC Tools. Marken, Macher, Meinungen. München, Gong Verlag. Wang, H./Singhal, A. (2009): Entertainment-Education through digital games. New York Routledge. Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 13
    • Thank you! Sarah Lubjuhn, Institute for Communication Studies, University of Duisburg-Essen E-Mail: Sarah.Lubjuhn@uni-due.de Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009