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Informing a social licence to operate

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Presented at #ises2019 https://equitationscience.com/conferences/
Notes for the talk are here: https://tinyurl.com/yxzoqezy

You can read more about #HorseSA and work on #sociallicence here https://www.horsesa.asn.au/social-licence-to-operate




Published in: Education
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Informing a social licence to operate

  1. 1. Informing a Social License to Operate Communication Framework: Attitudes to Sport Horse Welfare Julie Fiedler Assoc. Professor Kate Ames Assoc. Professor Matthew Thomas International Society for Equitation Science Canada 2019 iStock iStock
  2. 2. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework Sport horse welfare and social licence to operate (SLO) Overarching aims 1. To build on existing knowledge relating to SLO 2. To inform an communication framework designed to enhance an organisation’s participation in an SLO discourse. Research questions 1. ‘What are the attitudes of horse sport organisation participants towards horse welfare?’ 2. ‘How do attitudes align with the Five Domains Animal Welfare Assessment Model, if at all’? iStock iStock
  3. 3. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework What are the future headlines for your horse sport? Deadspin QT 6 Nov ‘18 H&H H&H Thoroughbred Racing Commentary H&H
  4. 4. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework The emerging issue • As consciousness about horse welfare is raised in wider society, the public starts to question human motives, money, cultural relevance and transparency of horse sport business practices. • The public may question the role of the horse on a ‘field of play’ constructed by humans, particularly if welfare is perceived to be at risk. • In extreme cases, public trust becomes eroded to such a level that the sport is at risk of third parties or the public determining its ongoing viability. iStock
  5. 5. ISES 15th Equitation Science Conference Informing a social licence to operate communication frameworkWinx is a champion Australian racehorse, winner of 29 consecutive stakes races and over $22.5 million dollars Winx and Hugh Bowman, Winner 2018 Moonee Valley Cox Plate: The Advertiser. Photographer Alex Coppel
  6. 6. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework PYT Photography
  7. 7. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework What the public know about welfare
  8. 8. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework Social licence to operate The public (social) acceptance (licence) of the organisation to undertake its activity (operate). A negative discourse arises when the public question if the sport should even be happening in society today (legitimacy); And if there is enough public support, or ‘licence’, for the continued operation (consent); And if the sport is to continue, will the organisation meet the welfare requirements of horses?(trust). iStock
  9. 9. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework
  10. 10. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework Stakeholders • Members • The sport organisation • Government • Horse breeders • Research iStock
  11. 11. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework Question clusters 1. I listen to and acknowledge horse welfare initiatives. 2. Overall, (stakeholder group) has similar views to my own. 3. The (Stakeholder group) leads horse welfare initiatives. 4. There are opportunities to work with (stakeholder group) to develop knowledge about horse welfare. 5. (Stakeholder group) contributes to new knowledge about horse welfare. 6. (Stakeholder group) makes information publicly available to support understanding of how we deliver horse welfare outcomes for our sport. iStock
  12. 12. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework The 37-question survey (n=107) was completed by both female (n=64) and male (n=19) participants. There was an average of 18.8 (S.D.= 11.2) years of involvement with horses. While 22.2% (n=18) identified as gaining income from the horse industry, 77.7% (n=63) identified as being amateur. The average age was 52 years. Results iStock
  13. 13. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework Females (p < 0.05) were more likely than males to listen to and act on welfare messages from an organisation. Amateurs (p < 0.05) were more likely than professionals to agree that scientific researchers provide the lead when building new knowledge about welfare. Professionals (p < 0.05) were more likely than amateurs to agree that they contributed to building new knowledge about welfare. Results iStock iStock
  14. 14. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework Open Question: ‘Horse welfare means……’ The study results show that overall, sport participants have a limited horse welfare- vocabulary and universally explain welfare in non-specific terms, without referring to a framework, for example the Five Freedoms or Five Domains Animal Welfare Assessment Model. Results iStock iStock
  15. 15. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework Discussion Welfare decisions made by an organisation may attract a global readership. Opportunities exist to create a positive digital ‘hoofprint’, curated by sport participants. Social licence to operate involves everyone who has a responsibility for the welfare of a horse, not just the overarching sports administration. iStock
  16. 16. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework Future research Participatory approaches to the design of organisational horse welfare strategies, underpinned by reciprocity. Development of horse welfare-centric vocabulary which resonates with sport participants. To further understand the differences between professionals and amateur horse owners’ viewpoints. iStock
  17. 17. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework Conclusion Social licence to operate is not an afterthought. Every sport, every organisation will need to work out what it means to keep and maintain a social licence.… and what it might look like if its lost. All involved within a sport will need to work every day to maintain public trust… … so that what is said ‘could be done’ – is in fact, ‘done’. iStock
  18. 18. Thank you Julie Fiedler Candidate: Masters in Communication Central Queensland University, Australia. E julie.fiedler@cqumail.com Assoc. Professor Kate Ames Senior Lecturer Professional Communication School of Education and the Arts Central Queensland University, Australia. k.ames@cqu.edu.au Assoc. Professor Matthew Thomas Human Factors Central Queensland University, Australia. matthew.thomas@cqu.edu.au With acknowledgement to Horse SA www.horsesa.asn.au Australian Endurance Riders Assoc. ISES 15th Equitation Science Conference Informing a social licence to operate communication framework

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