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Sie
gmar
Otto
Who can invest in actions towards SCP?
Innovative tools; creativity and communication in the EU
Siegmar Otto (siegmar.otto@ioew.de)
Institute for Ecological Economy Research, Germany
DelibProcess SCP Closing Conference
December 7th-8th, 2009
Brussels, Belgium
Sie
gmar
Otto
Agenda
Sample projects
How does communication work?
Are there innovative ways of communicating SCP at all?
Conclusion
Sie
gmar
Otto
Assessing the potential of various instruments for sustainable consumption practises and greening of the market
Example - project ASCEE
funded by DG Research within 6th FP
Some results • provision of information - not sufficient • individual consumption outcome of
– individual behaviours – collective practices – intervention on individual and social level
• consumption shaped by habits and routines – targeting critical life events (e.g. child birth, job change)
• consideration of social and symbolic qualities
Sie
gmar
Otto
Media Science part: Prof. Clemens Schwender Siegmar Otto Dennis Mocigemba
Learning From Commercials – Communicating Sustainability
Issues to New Audiences
Example - project BALANCE
BALANCE – Development, application, and distribution of a communication and trendsetting-concept on sustainability in every day life and the economy. (funded by BMBF)
Media Partner: Welt der Wunder GmbH (TV-production company)
http://www.balance-f.de/
Sie
gmar
Otto
The public debate about ecological issues has lost its momentum.
This debate is …
• Restricted to a “closed society”
• Restricted to a political debate
• Dominated by anti-symbols • Dominated by threat and fear
messages
Open to the public
Personal relevance
Positive context
Positive emotions
The SUSTAINMENT concept
Concept of “Sustainment”
Example - project BALANCE
Sie
gmar
Otto
Communication Process
Message + Narration (Johnson, 1997)
+ Emotions
+ Emotions (Brosius 1993) + Narration (Goldman, et al. 1986) Message
Production
Broadcast
Reception
Example - project BALANCE
Sie
gmar
Otto
Enhancing connectivity between research and policy-making in
sustainable consumption - CORPUS -
Project accepted within call of FP7 Beginning 1.1.2010
Example - project CORPUS
Sie
gmar
Otto
Modules of knowledge brokerage events
Cognitive mapping
Mindsets And
Rationalities
inst
rum
ent
focu
s
Open Space
Priorities And
Agenda Setting
System Maps
Actors And
Relations
Scenario technique
Trends And
Perspectives
Participative MCA
Decisions And
Communi- cation
Example - project CORPUS
Sie
gmar
Otto
Brundtland report
Brundtland definition of sustainable development
@ politics @ business @ science @ civil society
discourse
data
notion of sd
indicators
discourse
data
indicators discourse
data
indicators
discourse
connotation
ideas, meanings, definitions
discourse
notion of sd
notion of sd
communicating SCP
http://www.jacobs-university.de/phd/files/1185371576.pdf
Sie
gmar
Otto
@ politics @ business @ science @ media recipient
discourse discourse discourse
strategies
efficiency
communication
discourse
sufficiency
consistency
???
???
???
....
communicating SCP
Sie
gmar
Otto
Concepts of SCP Radio
Television
WW
W
Web 2.0
(all new)
Particip.
Processes
…
Efficiency o o o n o
Sufficiency n n n n n
Consistency o o o n o
Relevant media attributes
Investment volumes H H M S M
Innovation chances for CSOs S S M H H
communicating SCP
manpow
er
money
Sie
gmar
Otto
conclusion
Sie
gmar
Otto
Sie
gmar
Otto
@ science
discourse
Consistency:reintegration of the industrial metabolism into natural processes or separation of the metabolism from the environment
Efficiency: derived from an inputʼs ratio to its utility in respect of a certain measure.
Sufficiency: self-limitation, especially with regard to (materialistic!) consumption
communicating SCP
strategies
efficiency
sufficiency
consistency
....
Sie
gmar
Otto
denotation connotation
what is the definition of meaning?
John Stuart Mill (1843)
communicating SCP
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