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Environmental Communication, Pro-Environmental Behavior, and ENGOs: Understanding Motivation and Strategy Across Nations.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Environmental Communication, Pro-Environmental Behavior, and ENGOs: Understanding Motivation and Strategy Across Nations./
Author:	Sprada Mira, Beatriz.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	67 p.
Notes:	Source: Masters Abstracts International, Volume: 82-12.
Contained By:	Masters Abstracts International82-12.
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28642654
ISBN:	9798516904141

Environmental Communication, Pro-Environmental Behavior, and ENGOs: Understanding Motivation and Strategy Across Nations.
Sprada Mira, Beatriz.

Environmental Communication, Pro-Environmental Behavior, and ENGOs: Understanding Motivation and Strategy Across Nations. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 67 p.

Source: Masters Abstracts International, Volume: 82-12.

Thesis (M.A.)--Kent State University, 2021.

This item must not be sold to any third party vendors.

Despite the scientific consensus regarding the veracity of anthropogenic climate change, the subject has become a matter of politics and partisan affiliation in countries such as Brazil and the United States, that underwent similar political moments with the election of conservative Presidents Bolsonaro and Trump. With the rise of anti-science and anti-media waves, Environmental non-governmental organizations (ENGOs) carry on their shoulders the responsibility of being the bridge that connects the science to the public, as actors of social behavioral change. This is an ethnographic-inspired study, rooted in the theory of planned behavior, that explores and compares the motivations, challenges, and communication strategies of the employees of two ENGOs - one Brazilian and one American - and how the political climate affected their work. Braun and Clarke's (2006) thematic analysis method was used for 17 semi-structured interviews and 88 pages of social media posts from both ENGOs. Findings suggest that both ENGOs had to adapt their communication strategies since the elections, and that Brazilians were more severely affected than Americans. Participants agree that they now see active ideological opposition to environmental policy, and opportunities for dialogue are increasingly scarce. Their communication strategies include using accessible language, crafting optimistic, socially desirable messages, relying on visual communication, and, importantly, contextualizing the issues by showing the audience that the environment is a significant part of their identities. Employees struggled with creating positive messaging when they believe the truth to be a lot darker, and in finding the balance between using accessible language and not oversimplifying the message. Brazilians and Americans measured their success in personal, small-scale communication success stories with the communities they work with long-term, face to face, as opposed to number of likes on social media or increase in donations and membership. Breaking out of echo chambers is a significant challenge faced by employees of both ENGOs, that believe their online content only reaches those who are already interested in pro-environmental practices. It is in the cultural and social layers of impact that participants observed major sustainable changes in behavior through effective, one-on-one communication. Questions of intersectional environmentalism and environmental justice were largely brought up, given that often the ones who are closer to nature and more prone to environmental threats do not have, for example, internet access or proper environmental education. These findings suggest that studies in interpersonal environmental communication, that consider how one's relationship with the environment is inherently connected to their culture, can be extremely informative in the creation of communication strategies that effectively lead to social behavior change.

ISBN: 9798516904141Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Environmental communication

Environmental Communication, Pro-Environmental Behavior, and ENGOs: Understanding Motivation and Strategy Across Nations.
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