Framing the private land conservation conversation: Strategic framing of the benefits of conservation participation could increase landholder engagement

How conservation messages are framed will impact the success of our efforts to engage people in conservation action. This is highly relevant in the private land conservation (PLC) sector given the low participation rates of landholders. Using a case study of PLC schemes targeted at Australian landholders, we present the first systematic analysis of communication strategies used by organisations and government departments delivering those schemes to engage the public. We develop a novel approach for analysing the framing of conservation messages that codes the stated benefits of schemes according to value orientation. We categorised the benefits as flowing to either the landholder, to society, or to the environment, corresponding to the egoistic, altruistic and biospheric value orientations that have been shown to influence human behaviour. We find that messages are biased towards environmental benefits. Surprisingly, this is the case even for market-based schemes that have the explicit objective of appealing to production-focussed landholders and those who are not already involved in conservation. The risk is that PLC schemes framed in this way will fail to engage more egoistically oriented landholders and are only likely to appeal to those likely to already be conservation-minded. By understanding the frame in which PLC benefits are communicated, we can begin to understand the types of people who may be engaged by these messages, and who may not be. Results suggest that the framing of the communications for many schemes could be broadened to appeal to a more diverse group (and thus ultimately to a larger group) of landholders.     

Mobilizing environmental sentiment through the media

ABSTRACT

Recent research into the best ways to mobilize people to act on climate change suggests that careful, and relatively positive, emotional framing is critical. However, environmental non-governmental organizations (ENGOs) need to not only mobilize publics, but also attract media coverage. If the media prefers negativity or is skeptical of ENGOs’ emotive appeals, are ENGOs’ emotional frames damaging their ability to gain media attention? Quantitative sentiment analysis is used to identify emotional framing in a targeted case study of 350.org’s public press releases and their subsequent media coverage. The results suggest that appropriate emotional frames for mobilization are not necessarily detrimental to gaining media attention, and that ENGO press releases influence media coverage, when they are used. Several concrete suggestions emerge for how ENGOs might use press releases more effectively, if they seek to influence the media’s emotional tone on climate change.     

Cross-Platform Framing and Cross-Cultural Adaptation: Examining Elephant Conservation in Thailand

This case study investigates cross-platform framing process and framing alignment strategies of the world famous elephant conservation NGO. It examines how the intercultural adaptation facilitates the frame transformation against entrenched domesticated elephant traditions in Thailand. Besides web observation, this study conducted two field trips to interview the NGO staff and conservation experts, and observed human–elephant interaction. Enhancing the understanding of ecotourism, this study expands the framing theory by incorporating cross-platform and cross-cultural adaptation factors and provides insights of an effective Asian ecotourism model which transcends cultural differences and overcomes resistance by disseminating culturally sensitive and integrated framing strategies through various communication channels.     

Greenwashing Consumption: The Didactic Framing of ExxonMobil's Energy Solutions

Corporate advertising campaigns increasingly use environmental frames to promote their products and processes, many of which are neither sustainable nor environmentally friendly. This study examines ExxonMobil's recent efforts at green advertising, focusing specifically on their widely aired “Energy Solutions” television advertisements. We argue that ExxonMobil's use of a didactic, greenwashed frame stifles criticism and discourages examination of ideologies of consumption by exploiting the ethos of the scientist and highlighting technological solutions to problems that are deeply tied to a culture of consumerism. The definition of green energy is controlled by those with the power to generate persuasive public messages about the sources and production of energy. Counterframes, however, can be employed to turn a questioning eye upon the solutions advanced by ExxonMobil. We issue a call for green frames that help citizens and consumers critically examine the ecological integrity of all means of energy production, and that call attention to the ways in which the greenwashing of research and development initiatives can dissuade necessary action, including reduction of US energy consumption.     

Positive framing does not solve the tragedy of the commons

We investigate whether positive framing increases cooperation in three social dilemmas with slightly different properties: a linear public goods (PG) game, a non-linear PG game, and a common pool resource (CPR) game. Results from our laboratory experiments show that contributions to a linear PG are higher if the externality is framed positively, rather than negatively, corroborating earlier findings by Andreoni (1995). By contrast, we find no such framing effects in the non-linear PG game or the CPR game. In these games, the best response in the material payoffs is to contribute less if others contribute more, counteracting effects of pro-social preferences. Positive framing therefore does not help to solve the tragedy of the commons.     

Reframing Ecotage as Ecoterrorism: News and the Discourse of Fear

This study examines how certain Western institutional discourses reproduce particular human relationships with nature. The analysis focuses upon the institutional setting of the zoo, examining long-standing multi-voiced debates about zoos and exploring the contemporary zoo's conservation discourses and cultural, lexical, and spatial elements of gaze and power. The author contextualizes zoo discourses within Western ideological environmental dialectics, including those of Mastery–Harmony, Othering–Connection, and Exploitation–Idealism. The author relates these discussions to her empirical observations of how certain discursive themes are reproduced and complicated within a leading American zoo. In the tradition of critical research that advocates for social change, the essay concludes with analysis-driven discussion about possibilities for zoos to transform their core configurations to more progressively work as agents for systemic cultural and environmental change.     

Opening Up for Participation in Agro-Biodiversity Conservation: The Expert-Lay Interplay in a Brazilian Social Movement

In science and environmental studies, there is a general concern for the democratization of the expert-lay interplay. However, the democratization of expertise does not necessarily lead to more sustainable decisions. If citizens do not take the sustainable choice, what should experts and decision makers do? Should the expert-lay interplay be dissolved? In thinking about how to shape the expert-lay interplay in a better way in agro-biodiversity conservation, I take the case of the MST (Movimento Sem Terra/Landless People’s Movement), possibly the largest rural movement in Latin America. The MST is in a process of turning towards environmentalism. It has adopted agroecology, a democratically oriented knowledge field. However, not all of the farmers were willing to adopt new environmentalist ideas and practices. Through ethnographic research, I analyze how expertise was recognized and redistributed within the MST, attending particularly to the role of MST coordinators and technicians. I explore how participation was framed and put into action. The adoption of agroecology brought to the MST a new and more inclusive map of expertise, but it also influenced new social distinctions within the communities. In part, farmers’ knowledge was labeled as ignorance. This may close down possibilities for dialogue as well as for sustainability. The paper suggests that experts’ power for discriminating among lay knowledges should come together with a responsibility for opening spaces for dialogue and action. One way of doing so could be by adding “interactional reflexivity” to experts’ expertise.     

Public policy as a part of transforming energy systems: framing bioenergy in Finnish energy policy

Government interventions have been identified as important for energy systems change, because they can either facilitate or hinder transitions toward more sustainable energy systems. This article analyses how bioenergy options have been framed in Finnish policy strategies and how the framing has changed over time. The empirical material includes the content of 15 government programmes and nine national energy/climate strategies. On the basis of this assessment, both the link between bioenergy framings in strategies and the actual transformation of Finnish bioenergy systems are explored.On the basis of bioenergy framings, the development of energy policy can be divided into three phases: support for domestic energy sources in 1979-1991, support for wood- and industry-based bioenergy in 1992-1998, and diversified bioenergy in the context of climate change in 1999-2010. For two decades, primarily wood-based bioenergy was supported despite alternative technological developments occurring elsewhere. After the turn of the millennium, the importance of climate policy increased and alternative bioenergy sources were raised on the government policy agenda, also resulting in some new policy instruments. Rather than adopting a visionary outlook to guide system transformation, climate and energy policy has strengthened those technological options that have been selected elsewhere. If public policies are to enhance the shift toward low-carbon, sustainable energy systems, they would need to be more comprehensive, be more consistent over time, and emphasise energy use more.     

Framing Environmental Risks in the Baltic Sea: A News Media Analysis

Scientific complexity and uncertainty is a key challenge for environmental risk governance and to understand how risks are framed and communicated is of utmost importance. The Baltic Sea ecosystem is stressed and exposed to different risks like eutrophication, overfishing, and hazardous chemicals. Based on an analysis of the Swedish newspaper Dagens Nyheter, this study discusses media representations of these risks. The results show that the reporting on the Baltic Sea has been fairly stable since the beginning of the 1990s. Many articles acknowledge several risks, but eutrophication receives the most attention and is also considered the biggest threat. Authorities, experts, organizations, and politicians are the dominating actors, while citizens and industry representatives are more or less invisible. Eutrophication is not framed in terms of uncertainty concerning the risk and consequences, but rather in terms of main causes.