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Who can invest in actions towards SCP?
Innovative tools; creativity and communication in the EU
Siegmar Otto ([email protected])
Institute for Ecological Economy Research, Germany
DelibProcess SCP Closing Conference
December 7th-8th, 2009
Brussels, Belgium
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Agenda
Sample projects
How does communication work?
Are there innovative ways of communicating SCP at all?
Conclusion
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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
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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/
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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
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Communication Process
Message + Narration (Johnson, 1997)
+ Emotions
+ Emotions (Brosius 1993) + Narration (Goldman, et al. 1986) Message
Production
Broadcast
Reception
Example - project BALANCE
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Enhancing connectivity between research and policy-making in
sustainable consumption - CORPUS -
Project accepted within call of FP7 Beginning 1.1.2010
Example - project CORPUS
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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
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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
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@ politics @ business @ science @ media recipient
discourse discourse discourse
strategies
efficiency
communication
discourse
sufficiency
consistency
???
???
???
....
communicating SCP
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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
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conclusion
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@ 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
....
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denotation connotation
what is the definition of meaning?
John Stuart Mill (1843)
communicating SCP