This study examines the role of public relations in constructing mediated forms of communication- specifically the use of the social media site YouTube by the Australian Government and the Opposition to position the introduction of a carbon price.
The study found that both parties used YouTube to support their positions that a carbon price was good for Australia (Government), or bad for Australia (Opposition). The Government’s supporting storylines centred on the financial opportunities that the scheme would offer in terms of new energy technologies. Contrastingly the Opposition’s storylines played into community concerns about the global financial crisis, with the crisis used as a rationale for not introducing a carbon tax. These storylines/positions were strongly supported by visual communication, with both Prime Minister Julia Gillard and Opposition leader Tony Abbott self-positioning as authority figures.
Join a multi-level movement - Boost smart green solutions - Sustain the Europ...Open & Agile Smart Cities
Presentation given by Cristina Martinez, European Commission, at Open & Agile Smart Cities' annual Connected Smart Cities & Communities Conference 2020 on 23 January in Brussels, Belgium
Green Industrial Policy in Emerging Countries
Presentation by Anna Pegels, Senior Researcher, German Development Institute (DIE)
Energy Day, Stockholm School of Economics, SITE December 2014
A tragedy with a happy ending? The United States before the Paris Climate SummitWorldwatch Institute
Opening presentation by Worldwatch Institute's Alexander Ochs for the "Climate change: Implications for technological development and industrial competitiveness” workshop.
Madrid, Spain. 4th November 2015.
Boosting non-Party climate action through TalanoaNicolas Fux
Conclusions:
- Sub-national and non-state action is still increasing
- Sub-national and non-state action:
-- helps to achieve and overachieve NDCs (e.g. USA)
-- shows that stronger NDCs by 2020 are achievable (e.g. initiatives)
-- provides good practice examples, pilots innovative approaches (e.g. over 100 cities now get 70% of their electricity from renewable energy*)
- Impact is potentially significant, but continuous aggregation analysis needed
Join a multi-level movement - Boost smart green solutions - Sustain the Europ...Open & Agile Smart Cities
Presentation given by Cristina Martinez, European Commission, at Open & Agile Smart Cities' annual Connected Smart Cities & Communities Conference 2020 on 23 January in Brussels, Belgium
Green Industrial Policy in Emerging Countries
Presentation by Anna Pegels, Senior Researcher, German Development Institute (DIE)
Energy Day, Stockholm School of Economics, SITE December 2014
A tragedy with a happy ending? The United States before the Paris Climate SummitWorldwatch Institute
Opening presentation by Worldwatch Institute's Alexander Ochs for the "Climate change: Implications for technological development and industrial competitiveness” workshop.
Madrid, Spain. 4th November 2015.
Boosting non-Party climate action through TalanoaNicolas Fux
Conclusions:
- Sub-national and non-state action is still increasing
- Sub-national and non-state action:
-- helps to achieve and overachieve NDCs (e.g. USA)
-- shows that stronger NDCs by 2020 are achievable (e.g. initiatives)
-- provides good practice examples, pilots innovative approaches (e.g. over 100 cities now get 70% of their electricity from renewable energy*)
- Impact is potentially significant, but continuous aggregation analysis needed
How to Save the World through Building Energy EfficiencyClayton Miller
A brief glimpse of my personal and professional passions. This presentation was used to become a member of the Sandbox Global community (http://www.sandbox-network.com/)
Joseph Curtin, Research Fellow at the Institute of International and European Affairs on climate policy, provides an overview of Ireland’s climate change challenge within the context of the upcoming Paris COP 21 and EU climate 2030 negotiations. He reviews Ireland’s progress to date, and presents options for meeting future international commitments.
(Updated Version) Paper into 3rd International Conference (UN SDSN/ ICSDP) on...Energy for One World
THIS PAPER IS A SEQUAL TO THE PRESENTATION MADE AT UN SDSN/ ICSDP 2014 CONFERENCE .
FOCUS OF THIS PAPER IS ON SOME SPECIFIC AND EVIDENCE-BASED PROPOSALS FOR ORGANIZING OURSELVES ON THE AGENDA OF ENERGY & SUSTAINABLE DEVELOPMENT
ALL IN ORDER TO ATTAIN THE POST-2015 SUSTAINABLE DEVELOPMENT GOALS
THE SIMPLE FOCUS AND ATTENTION OF THIS PAPER, ARE:
RAISING BUSINESS CAPABILITIES AND CAPACITIES FOR ATTAINING THE SUSTAINABLE DEVELOPMENT GOALS AND BUILDING ENERGY ARCHITECTURES OF THE 21ST CENTURY: SUPPORTING THE RISE AND DEVELOPMENT OF GLOBAL VIBRANT SUSTAINABLE SOCIETIES.
AIDING ENERGY EXECUTIVES IN GOVERNMENT AND IN BUSINESS A NEW BALANCING ACT AND TO RAISE A SHARED VISION, AWARENESS AND STEWARDSHIP OVER THE NEW NEEDS AND POSSIBILITIES IN THE ENERGY ARCHITECTURE.
THE OPPORTUNITIES OF ENERGY AND SUSTAINABLE DEVELOPMENT PLATFORMS – “FOR AND BY BUSINESS”.
REAL AND EVIDENCE-BASED RESULTS FROM OUR EXECUTIVE ENERGY EDUCATION CLASS-ROOMS AND CONSULTANCY
Paper by Adriaan Kamp- Founder of Energy For One World
www.energyforoneworld.com
Presentation by Janine Finnell, Founder of LERCPA - and in our 2nd Google Hangout on Energy Transition.:
Scenario's for a 100% Renewable Energy Architecture
Yuri Shafranik and Energy Industry
Who is Yuri Shafranik?
Chairman of the Board of Directors of the Institute of Energy Strategy,
Chairman of the Supreme Mining Council of Russia,
Chairman of the Union of Oil and Gas Producers of Russia, Chairman of the Committee on Energy Strategy and Development of the Fuel and Energy Complex of the Chamber of Commerce and Industry of the Russian Federation,
Founder and permanent president of the World Politics and Resources Foundation,
Member of Russian International Affairs Council,
Member of the Russian Union of Industrialists and Entrepreneurs, Cochairman of Russian delegation to the Dartmouth Conference,
Was Chairman of the Tyumen Regional Council of People's Deputies,
Was Governor of the region Tyumen,
Was Minister of Energy,
Founded the Group “SoyuzNefteGaz” and he is Chairman of the Board
Chairman of multiple energy related association, firm, non-commercial, state department related to Energy Strategy
Public figure, Entrepreneur, Expert in energy industry, Doctor of Economics, Chairman of multiple energy related unions, firm, non-commercial, state department related to Energy Strategy
Why energy experts have international meetings?
We need energy experts, unions, state departments, companies and great leadership. Energy experts do analytics, dialogues, and togheter with decision makers, they must be involved in the energy industry. International partnerships across countries are the premise of an efficient energy industry. Resources of coal, oil, natural gas, renewables are producing energy.
This is a free source to learn more about energy leading experts and the energy industry. Share with others to spread the word.
#Yuri Shafranik #Energy Industry #Worldwide
Davie Philip presenting at the EPA/HSE Environment & Health Conference 2017 on Cultivate Living & Learning - Developing the capacity of existing and emerging community leaders to lead citizen-engaged sustainability and wellbeing projects.
1.5 Supporting the shift towards a low carbon North-West Europe (C.Ruebens)Stevie Swenne
Presentation of Carolien Ruebens (Agentschap Ondernemen) on 'Supporting the shift towards a low carbon North-West Europe' during the conference 'Environmental challenges & Climate change opportunities' organised by Flanders Environment Agency (VMM)
Combatting the climate crisis requires society to rapidly transform all the systems that propel our economy, including power generation, buildings, industry, transport, land use and more. But by how much? And how can decision-makers make it happen?
Developed by partners contributing to the Systems Change Lab, the "State of Climate Action 2021" report identifies 40 indicators across key sectors that must transform to address the climate crisis and assesses how current trends stack up against targets for 2030 and 2050 to limit warming to 1.5 degrees C. The analysis will highlight both encouraging bright spots that are witnessing exponential change as well as sectors that are well off track and demand urgent attention.
Positioning a price on carbon: testing a model of positioning discourse analy...Dr. Deborah Wise
This presentation explores a model for undertaking a positioning discourse analysis (PDA) for examining public relations texts.The framework was used to examine the discursive strategies and discourses at play in the speeches of the Australian Labor Prime Minister, Julia Gillard, and the Liberal/National Opposition Leader, Tony Abbott. The framework consists of four core domains and can be used as both a “heuristic for analysis of public relations activities and…a practical framework for designing positioning strategies in public relations programs and campaigns” (James, 2011, p. 112).
How to Save the World through Building Energy EfficiencyClayton Miller
A brief glimpse of my personal and professional passions. This presentation was used to become a member of the Sandbox Global community (http://www.sandbox-network.com/)
Joseph Curtin, Research Fellow at the Institute of International and European Affairs on climate policy, provides an overview of Ireland’s climate change challenge within the context of the upcoming Paris COP 21 and EU climate 2030 negotiations. He reviews Ireland’s progress to date, and presents options for meeting future international commitments.
(Updated Version) Paper into 3rd International Conference (UN SDSN/ ICSDP) on...Energy for One World
THIS PAPER IS A SEQUAL TO THE PRESENTATION MADE AT UN SDSN/ ICSDP 2014 CONFERENCE .
FOCUS OF THIS PAPER IS ON SOME SPECIFIC AND EVIDENCE-BASED PROPOSALS FOR ORGANIZING OURSELVES ON THE AGENDA OF ENERGY & SUSTAINABLE DEVELOPMENT
ALL IN ORDER TO ATTAIN THE POST-2015 SUSTAINABLE DEVELOPMENT GOALS
THE SIMPLE FOCUS AND ATTENTION OF THIS PAPER, ARE:
RAISING BUSINESS CAPABILITIES AND CAPACITIES FOR ATTAINING THE SUSTAINABLE DEVELOPMENT GOALS AND BUILDING ENERGY ARCHITECTURES OF THE 21ST CENTURY: SUPPORTING THE RISE AND DEVELOPMENT OF GLOBAL VIBRANT SUSTAINABLE SOCIETIES.
AIDING ENERGY EXECUTIVES IN GOVERNMENT AND IN BUSINESS A NEW BALANCING ACT AND TO RAISE A SHARED VISION, AWARENESS AND STEWARDSHIP OVER THE NEW NEEDS AND POSSIBILITIES IN THE ENERGY ARCHITECTURE.
THE OPPORTUNITIES OF ENERGY AND SUSTAINABLE DEVELOPMENT PLATFORMS – “FOR AND BY BUSINESS”.
REAL AND EVIDENCE-BASED RESULTS FROM OUR EXECUTIVE ENERGY EDUCATION CLASS-ROOMS AND CONSULTANCY
Paper by Adriaan Kamp- Founder of Energy For One World
www.energyforoneworld.com
Presentation by Janine Finnell, Founder of LERCPA - and in our 2nd Google Hangout on Energy Transition.:
Scenario's for a 100% Renewable Energy Architecture
Yuri Shafranik and Energy Industry
Who is Yuri Shafranik?
Chairman of the Board of Directors of the Institute of Energy Strategy,
Chairman of the Supreme Mining Council of Russia,
Chairman of the Union of Oil and Gas Producers of Russia, Chairman of the Committee on Energy Strategy and Development of the Fuel and Energy Complex of the Chamber of Commerce and Industry of the Russian Federation,
Founder and permanent president of the World Politics and Resources Foundation,
Member of Russian International Affairs Council,
Member of the Russian Union of Industrialists and Entrepreneurs, Cochairman of Russian delegation to the Dartmouth Conference,
Was Chairman of the Tyumen Regional Council of People's Deputies,
Was Governor of the region Tyumen,
Was Minister of Energy,
Founded the Group “SoyuzNefteGaz” and he is Chairman of the Board
Chairman of multiple energy related association, firm, non-commercial, state department related to Energy Strategy
Public figure, Entrepreneur, Expert in energy industry, Doctor of Economics, Chairman of multiple energy related unions, firm, non-commercial, state department related to Energy Strategy
Why energy experts have international meetings?
We need energy experts, unions, state departments, companies and great leadership. Energy experts do analytics, dialogues, and togheter with decision makers, they must be involved in the energy industry. International partnerships across countries are the premise of an efficient energy industry. Resources of coal, oil, natural gas, renewables are producing energy.
This is a free source to learn more about energy leading experts and the energy industry. Share with others to spread the word.
#Yuri Shafranik #Energy Industry #Worldwide
Davie Philip presenting at the EPA/HSE Environment & Health Conference 2017 on Cultivate Living & Learning - Developing the capacity of existing and emerging community leaders to lead citizen-engaged sustainability and wellbeing projects.
1.5 Supporting the shift towards a low carbon North-West Europe (C.Ruebens)Stevie Swenne
Presentation of Carolien Ruebens (Agentschap Ondernemen) on 'Supporting the shift towards a low carbon North-West Europe' during the conference 'Environmental challenges & Climate change opportunities' organised by Flanders Environment Agency (VMM)
Combatting the climate crisis requires society to rapidly transform all the systems that propel our economy, including power generation, buildings, industry, transport, land use and more. But by how much? And how can decision-makers make it happen?
Developed by partners contributing to the Systems Change Lab, the "State of Climate Action 2021" report identifies 40 indicators across key sectors that must transform to address the climate crisis and assesses how current trends stack up against targets for 2030 and 2050 to limit warming to 1.5 degrees C. The analysis will highlight both encouraging bright spots that are witnessing exponential change as well as sectors that are well off track and demand urgent attention.
Positioning a price on carbon: testing a model of positioning discourse analy...Dr. Deborah Wise
This presentation explores a model for undertaking a positioning discourse analysis (PDA) for examining public relations texts.The framework was used to examine the discursive strategies and discourses at play in the speeches of the Australian Labor Prime Minister, Julia Gillard, and the Liberal/National Opposition Leader, Tony Abbott. The framework consists of four core domains and can be used as both a “heuristic for analysis of public relations activities and…a practical framework for designing positioning strategies in public relations programs and campaigns” (James, 2011, p. 112).
Introduction to personal carbon trading. Includes summary of research to date and political response to the idea in the UK. Talk to Bristol University environment group, December 2011.
Posting the shift or shifting the post? A review of the role of public relati...Dr. Deborah Wise
A review of the academic literature on the role of public relations in constructing climate change discourses was undertaken as part of a larger study into how climate change is communicated in Australia. The review found that climate change was considered by many to be a public relations issue, with government policy responses often decided by the success or otherwise of competing public relations discourses. Typically these discourses were more visible in opposition to climate change mitigation policies, with many public relations campaigns using strategies similar to those used by the tobacco industry in their fight against anti- smoking legislation. Public relations expertise in framing climate change was also found to be a determining factor in media acceptance of such discourses. Given the central role played by public relations practitioners in constructing climate change discourses, the review also analysed studies into climate change that adopted a discourse analysis methodology. Discourse analysis has been used to research a range of issues within the social sciences, including climate change, however there are limited public relations studies into climate change that adopt this methodology. Public relations researchers using discourse analysis argue it provides a more critical evaluation of discursive practices and, for this reason, is especially appropriate for examining public relations texts. The review concludes that using discourse analysis to investigate the somewhat contentious role of public relations in communicating climate change will provide insights into why some discourses gain greater public acceptance than others. It also underlines the critical role played by public relations practitioners in strategically shifting contemporary climate change debates.
Divestment of fossil fuels: the Fossil Free ACT campaign of 350.orgwcathro
Describes the rationale for divesting from fossil fuels within the context of climate change. Describes the campaign of 350.org Canberra to persuade the government of the Australian Capital Territory to divest.
The Coalition Government’s Environmental Policy: ConDem'ned to Failure?Gavin Harper
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SECOND NATIONAL BRITISH STUDIES CONFERENCE
UNITED KINGDOM
AFTER THE GENERAL ELECTION 2010
UNIVERSITY OF WARSAW, SEPTEMBER 15TH - 16TH, 2010
Radoslaw Stech & Gavin Harper
BRASS, Cardiff University
15th September 2010
Radek's Profile:
http://brass.cf.ac.uk/people/PhD_Scholars--Radoslaw_Stech.html
Gavin's Profile:
http://brass.cf.ac.uk/people/PhD_Scholars--Gavin_Harper.html
Teaching trust and reputation: A collaborative autoethnography comparing how ...Dr. Deborah Wise
This study sought to compare how socio-cultural backgrounds, and individual cultural notions of trust and reputation, may have played into the teaching practices of two academics - one from Australia and one from Indonesia.
Posturing, or public spirited a case study applying positioning theory to op...Dr. Deborah Wise
In out study we examined four submissions, submitted to a public call for contributions in early 2017. These submissions went on to inform the Australian Government White Paper on Foreign Affairs, released in late 2017.
We had two research questions:
RQ1: How and to what degree, if any, did authors of submissions to the Foreign Policy White Paper employ explicit Science Diplomacy discourses to position themselves and others in particular ways?
And
RQ2: What evidence indicated positioning aimed to achieve specific public diplomacy goals or outcomes?
Positioning PR: An analysis of the representation of public relations in Aust...Dr. Deborah Wise
In Australia, as in many westernised democracies, each of the political parties fully understands the importance of effective public relations strategies in gaining public acceptance of their policies, with public relations specialists playing a key role in managing and shaping political debates. Nevertheless, the Australian Labor Party (ALP) Government has been repeatedly positioned by the Liberal National Party (LNP or Coalition) as using ‘spin’ and ‘PR stunts’ to promote its policies in relation to a proposed price on carbon pollution. In this study the speeches of the ALP Prime Minister Julia Gillard, and the LNP Opposition leader Tony Abbott, were examined over a three-month period using a new provisional conceptual intentional positioning framework for public relations.
PR, positioning & a carbon tax: applying a new conceptual framework to the an...Dr. Deborah Wise
This case study of 23 political speeches examines the role of public relations in constructing political positions in relation to a contentious carbon-pricing scheme in Australia. Specifically the study applies an intentional positioning framework for public relations as a method for conducting a positioning discourse analysis of these texts. The study found that while one political party (the then Government) positioned a carbon price as good for Australia, the (at the time) Opposition positioned a carbon tax as bad for Australia. The Government’s supporting storylines centred on visionary discourses about the financial opportunities that the scheme would offer in terms of new energy technologies. Contrastingly the Opposition’s storylines played into community concerns about the global financial crisis, and used risk discourses to support their position for not introducing a carbon tax. The Opposition position of tying the carbon tax to the GFC was hugely successful, and led to the downfall of the Government and to the Opposition gaining power in the 2013 election. It has also led to Australia becoming the first country in the world to repeal its carbon pricing legislation. Research undertaken to date suggests that taking the positioning framework approach to conduct a discourse analysis demonstrates the dynamism of positioning efforts of both sides in a debate, as they each seek to strengthen their own position while destabilising the opposition’s position. From a public relations /strategic communication theoretical perspective, the framework potentially offers a new method of mapping the discourses used in public policy debates, and for conducting a discourse analysis of public relations texts.
A quest for, and the pursuit of, power: a case study applying James’ (2014) F...Dr. Deborah Wise
As part of a doctoral research project to evaluate James’ (2014) Framework for Intentional Positioning in Public Relations, it was found positioning theory, and James’ (2014) Framework which is based on positioning theory (Davies & Harré, 1999; Harré & van Langenhove, 1999), offers a model for examining how legitimacy is constructed in public relations texts. This paper examines how strategic positioning was undertaken in a case study of political speech transcripts, by applying James’ (2014) Framework and the concept of master plots (Tobias, 2011) to examine how legitimacy was attributed or withheld in the speech transcripts of former Australian Labor Party (ALP) Prime Minister, Julia Gillard, and former Leader of the Liberal/National Opposition Coalition, Tony Abbott. The common purposes of Gillard and Abbott were seen to be to construct particular versions of social reality, with the strategic goal of legitimising their own positions while simultaneously delegitimising the positions of their opponents. The findings indicate that strategic positioning, as conceptualised by James (2010, 2011, 2014), will assist in the analysis of public relations strategies, particularly as it relates to processes of legitimation/deligitimisation.
Positioning PR: an analysis of the positioning of public relations in Austral...Dr. Deborah Wise
This paper is part of a larger study into the public relations positioning strategies of two political leaders about a contentious carbon pricing policy in Australia. Specifically the paper investigates an interesting phenomenon that emerged as part of that larger study. By applying the intentional positioning framework for public relations (James, 2010, 2011, 2014) it appeared that public relations, as a profession, were being negatively positioned in the speeches of one politician. Although in Australia media stories criticising political public relations are commonplace, it was surprising that a politician would do the same given the reliance of each of the major political parties on public relations expertise. The study found that the goal of the politician in question was to position the opposing politician as illegitimate. This was achieved through the enactment of speech acts to targeted audiences that drew on existing socio-cultural discourses about the unethical nature of public relations.
Future or now? Planet or jobs? How politicians construct meaning and legitima...Dr. Deborah Wise
Strategic positioning remains relatively underexplored in public relations scholarship, and is often referred to in marketing terms. The positioning of political parties and leaders is a growing area of interest in positioning theory, wherein strategic positioning is a discursive practice that is invariably linked to issues of power.
Seeking legitimacy in a post truth world: Can Positioning Theory provide insi...Dr. Deborah Wise
Power and legitimacy are the bedrock on which public relations strategy is inextricably linked, even if this connection is not always observable or theorised as such. In public relations positioning, the social rights of an entity such as a company, organization, activist group, or individual are determined by the society/ies within which it operates. These socially deemed rights to operate and act equate with an entity’s power to position itself, or to assign positions to others. From a Positioning Theory perspective, to position legitimately requires entities to act in ways that align with the local moral order, that is, the cluster of collectively located beliefs about what it is right and good to do and say. There are significant differences in the range of public relations positioning actions an entity could take if they were acting in a vacuum, that is what is logically possible, and those which can be undertaken when the social context of actions is duly considered. When the social context is taken into account, the repertoire of public relations positioning actions that an entity could legitimately perform is much narrower, and it is this that separates a positioning theory approach to the analysis of power and legitimacy, from other similar approaches.
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Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
Project Serenity is an innovative initiative aimed at transforming urban environments into sustainable, self-sufficient communities. By integrating green architecture, renewable energy, smart technology, sustainable transportation, and urban farming, Project Serenity seeks to minimize the ecological footprint of cities while enhancing residents' quality of life. Key components include energy-efficient buildings, IoT-enabled resource management, electric and autonomous transportation options, green spaces, and robust waste management systems. Emphasizing community engagement and social equity, Project Serenity aspires to serve as a global model for creating eco-friendly, livable urban spaces that harmonize modern conveniences with environmental stewardship.
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
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In order to make a lasting impression on your sector, SocioCosmos provides customized solutions to improve your LinkedIn profile.
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This tutorial presentation offers a beginner-friendly guide to using THREADS, Instagram's messaging app. It covers the basics of account setup, privacy settings, and explores the core features such as close friends lists, photo and video sharing, creative tools, and status updates. With practical tips and instructions, this tutorial will empower you to use THREADS effectively and stay connected with your close friends on Instagram in a private and engaging way.
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
PR, positioning and a carbon tax: applying a new conceptual framework to the analysis of polarised political positions
1. PR, positioning and a carbon tax:
applying a new conceptual
framework to the analysis of
polarised political positions
Deborah Wise, University of Newcastle, Australia
2. Political context
• Australia has the highest per capita carbon emissions in
the OECD
• The Australian Labor Party (ALP) Government and the
Opposition are equally committed to reducing carbon
emissions by at least 5 % by 2020
• In the world’s first climate change election positioning of
the ALP as the party of reform willing to act on climate
change led to change of Govt.
• However, since then, public support for action on climate
change has steadily declined, with little research into this
shift/phenomenon
3. Research approach
• Examines the introduction of a carbon price as a
strategic discursive device used to position political
leaders/parties & Australia in a globalised context
• Applies the conceptual framework for intentional
positioning in public relations (James, 2010, 2011; Wise
& James, in press) as a method to guide a positioning
discourse analysis (PDA)
• Examination of YouTube videos as a site of discursive
positioning
• RQ1 How was a carbon price/tax positioned by Gillard
and Abbott?
• RQ2 How was the social media video-sharing website
YouTube used as part of this positioning strategy?
4. Positioning & PR
• Social constructionist/social psychological approach to
researching social interactions
• Positioning in PR is “the strategic attempt to stake out
and occupy a site of intentional representation in the
contested space where meanings are constructed,
contested and reconstructed” (James, 2011, p.7).
• Four core domains: Positioning goal
Positioning purpose
Positioning type
Positioning triangle
5. Goal, Type & Purpose
Domains
Gillard/ALP Abbott/Opposition
Goal Domain To position as the legitimate government
Positioning Type
Domain
Self positioning, deliberate other positioning, forced self
positioning
Positioning Purpose
Domain
Exemplification
(morality/legitimacy
discourses)
Exemplification
(immorality/illegitimacy
discourses)
6. Positioning Triangle
Domain
Gillard Abbott
Position A carbon price is good for
Australia
A carbon tax is bad for
Australia
Discourses/storylines
used to support the
position taken
‘Big polluters will pay’
[economic
discourse/individual level]
A carbon price will fund the
development of new
technologies [economic
vision discourse/national
level]
Australia cannot afford to
not introduce a carbon
price [economic vision
discourse/international
level]
Prices will rise [economic
risk discourse/ individual
level]
A carbon tax will cause
businesses to close
[economic risk discourse/
national level]
Australia cannot risk a
carbon tax at a time of
global financial crisis
[economic risk discourse/
international level]
7. Positioning Triangle
Domain
Gillard Abbott
Speech/act action
(enactment of
position taken)
• Address to the Nation
• National Press Club
Address: Price on
Carbon
• Introduction of the Clean
Energy Bill 2011 to the
Federal Parliament
• Address to the Nation
• Address to the No
Carbon Tax Rally
• Address to the Convoy
of No Confidence Rally
http://www.youtube.com/watch?v=aEjzNLgMNV8
http://www.youtube.com/watch?v=VBkNSSCgeUE
8.
9. Discussion
• Abbott’s use of YouTube was much more strategic in
terms of depicting him as being on the side ‘everyday’
Australians & his economic risk discourses – when tied
into pre-existing concerns over the GFC- were easily
understood & over-rode previous societal values about
the importance of acting on climate change
• Gillard was much more restricted in terms of where she
spoke and the discourses available to her & her
economic vision discourses were not sufficiently tied to
pre-existing attitudes or experiences. This suggests her
positioning strategy was ill-advised.
10. Conclusion
• The use of economic risk discourses, when tied to
broader GFC discourses, were shown to be an important
influencer in shifting public opinion over action on climate
change
• Use of YouTube to conduct a visual discourse analysis
underlined the importance of visual communication in the
digital age
• Using a framework to conduct a positioning discourse
analysis facilitated an in-depth analysis. It demonstrated
the dynamism of positioning efforts of both sides in a
debate, as they each sought to strengthen their own
position while destabilising the opposition’s position
Editor's Notes
Positioning is a social constructionist and social psychological approach that has been used to research social interactions between individuals, groups, and even nations. However, none of these studies addressed the strategic nature of public relations campaigns whereby positioning refers to “the strategic attempt to stake out and occupy a site of intentional representation in the contested space where meanings are constructed, contested and reconstructed. The positioning framework consists of 4 core domains: Positioning goal, Positioning purpose, Positioning type, and the Positioning triangle.
Both Gillard and Abbott had identical goals of wanting to discursively position themselves as the legitimate government. Using the positioning framework I was also able to map the ways in which Abbott and Gillard variously self positioned, deliberately positioned one another, and were forced into adopting a particular position. One way in which they differed markedly was that whereas Gillard called on moral and legitimacy discourses in relation to the Government, Abbott primarily used immorality/illegitimacy discourses against Gillard and the Government.
Key to positioning theory is how a position is enacted and in my study I have used YouTube videos to conduct a discourse analysis of how both politicians variously enacted their positions over action on climate change.
Julia Gillard’s ‘Address to the Nation was filmed by the National broadcaster and was televised nationally at 6.30 pm on Sunday night (prime viewing time) across two free to air television channels, the subscriber TV channel ‘Sky’, and on three federally funded public television channels – Although Abbott argued that he be given equal air-time there is no evidence that this was granted however there was a lot of air-time devoted to analysis after the PM’s announcement and it is likely that some of his Address was screened during this time.
What are notable in both of these episodes are the differences between the settings in which they were enacted. Both Gillard’s and Abbott’s ‘Addresses to the Nation’ commence in the same way with background image of Parliament House overlayed with the Australian Coat of Arms and beneath this text “Address to the Nation”. However, while Abbott is obviously sitting in an office it is less obvious where Gillard is situated. Red flowers, photos and various nick-knacks (none of which are in clear focus apart from the flowers) highlighted by punches of aqua and yellow and bare spaces on a wall of wooden irregular shelving suggesting a much more informal discourse than that of Abbott. Gillard is filmed sitting much further back from the camera and to her left there is a draped Australian flag but this is hardly noticeable. Gillard often smiles slightly whilst talking and overall the discourses suggested are femininity, informality, and openness and this relatively ‘soft’ enactment of a major policy decision was a discursive tactic possibly designed to ‘soften the blow’ of the introduction of a carbon price for everyday Australians many of whom were already wary of the scheme due to the global financial crisis.
In contrast Abbott sits much closer to the camera and doesn’t smile suggesting a discourse of earnestness as opposed to Gillard’s informality. Also different is the use of the Australian flag which features prominently to Abbott’s right, and although both leaders have bookshelves as backgrounds Abbott’s shelves are regular and contain nothing apart from matching blue-bound books without any bare spaces. The books, the flag, and Abbott’s striped tie are all the same or similar tones of blue (a cultural symbol of maleness and conservative politics) and this suggests, when taken in combination, an overall discourse of professionalism, masculinity, conservatism, and authority, and this is in keeping with the often assertive speech acts enacted in Abbott’s speech.
Abbott’s use of YouTube was much more strategic in terms of depicting him as being on the side of ‘everyday’ Australians and his economic risk discourses, when tied to existing concerns about the GFC, were easily understood and over-rode previous concerns about the need to act on climate change. Gillard, as perhaps befits a Prime Minister, was much more restricted in terms of where she spoke and the discourses available to her & her economic vision discourses were not sufficiently tied to pre-existing attitudes or experiences. This suggests her positioning strategy was ill-advised.
It also appears that gender came into play in these episodes and further research is needed to understand the importance of these discourses within these contexts.
This project is a work in progress however work to date suggests that the use of economic risk discourses, when tied to broader global GFC discourses, were an important influencer in terms of shifting public opinion over action on climate change
Using YouTube to conduct a visual discourse analysis also underlined the importance of visual communication in the digital age and using a framework to conduct a positioning discourse analysis permitted a more in-depth analysis than some other methods might allow, It also demonstrated the dynamism of positioning efforts of both sides in a debate, as they each sought to strengthen their own position while destabilising the opposition’s position.