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Från värdering till handling

Järegård, Julia LU and Friberg, Oskar LU (2016) SKOK01 20161
Department of Strategic Communication
Abstract (Swedish)
Denna studie syftar till att undersöka vilken roll strategisk kommunikation har i arbetet att kommunicera klimatfrågan. Vidare intresserar vi oss mer specifikt för hur strategisk kommunikation kan användas för att överbrygga gapet mellan värdering och handling, det så kallade value-action gap. Kvalitativa intervjuer har genomförts med tio aktörer som arbetar med att kommunicera klimatfrågan i Sverige. Det empiriska materialet resulterade i en rad återkommande teman som visar hur aktörerna arbetar strategiskt med att kommunicera lösningar, skapa närhet och använda opinionsbildning för att påverka politiska beslut. Vidare har vi identifierat de fem största utmaningarna i dagens klimatkommunikation. Dessa är balansgången mellan allvar och... (More)
Denna studie syftar till att undersöka vilken roll strategisk kommunikation har i arbetet att kommunicera klimatfrågan. Vidare intresserar vi oss mer specifikt för hur strategisk kommunikation kan användas för att överbrygga gapet mellan värdering och handling, det så kallade value-action gap. Kvalitativa intervjuer har genomförts med tio aktörer som arbetar med att kommunicera klimatfrågan i Sverige. Det empiriska materialet resulterade i en rad återkommande teman som visar hur aktörerna arbetar strategiskt med att kommunicera lösningar, skapa närhet och använda opinionsbildning för att påverka politiska beslut. Vidare har vi identifierat de fem största utmaningarna i dagens klimatkommunikation. Dessa är balansgången mellan allvar och optimism, klimatångest, att klimatfrågan upplevs avlägsen i tid och rum, idén att klimatmedvetet beteende kräver uppoffringar och det övergripande value-action gap. Aktörerna arbetar kommunikativt med dessa utmaningar bland annat genom att skapa tidsmässig, emotionell och geografisk närhet, koppla klimatfrågan till andra samhällsområden så som ekonomi och hälsa samt appellera till psykologiska behov så som grupptillhörighet. Vi uppfattar vidare tendenser till att lägga alltför stor vikt vid politiska beslut och styrmedel, där vi istället menar att fokus bör ligga på meningsskapande kommunikation där medborgaren står i centrum. I ett vidare perspektiv vill vi understryka relevansen av en pågående diskussion kring roten till klimatproblemet för att ständigt kunna utveckla nya kommunikationsstrategier. (Less)
Abstract
This study aims to examine the role of strategic communication in today’s climate change communication. Furthermore, we attempt to understand the value of strategic communication more specifically in bridging the value-action gap. In order to accomplish this we have conducted qualitative interviews with ten Swedish organizations that specialize in climate change communication. The empirical material resulted in the findings of reoccurring themes that show how the organization's work strategically with communicating solutions, creating relevance and using opinion-forming to influence policy decision making. Furthermore, we have identified the five biggest challenges that face today’s climate change communication, these include balancing... (More)
This study aims to examine the role of strategic communication in today’s climate change communication. Furthermore, we attempt to understand the value of strategic communication more specifically in bridging the value-action gap. In order to accomplish this we have conducted qualitative interviews with ten Swedish organizations that specialize in climate change communication. The empirical material resulted in the findings of reoccurring themes that show how the organization's work strategically with communicating solutions, creating relevance and using opinion-forming to influence policy decision making. Furthermore, we have identified the five biggest challenges that face today’s climate change communication, these include balancing between gravity and optimism, climate change anxiety, climate change as an issue perceived to be far away in time and space, the idea that environment-friendly behaviour requires sacrifices and the all-embracing value-action gap. In order to counter these challenges, the organization’s use communication specifically to emphasize temporal, emotional and geographical relevance, connect the issue of climate to other areas in society such as economy and health and appeal to psychological needs such as group belonging. Furthermore, we see tendencies of putting a large emphasis on the role of policy decision making, where we argue that more focus should be directed toward sense making communication that create meaning for the recipient. In a wider perspective this study emphasizes the importance of an ongoing conversation about the origin of climate change to enable new communicative strategies for climate change communication. (Less)
Please use this url to cite or link to this publication:
author
Järegård, Julia LU and Friberg, Oskar LU
supervisor
organization
course
SKOK01 20161
year
type
M2 - Bachelor Degree
subject
keywords
Strategisk kommunikation, klimatkommunikation, value-action gap, opinionsbildning, klimat, framing
language
Swedish
id
8878094
date added to LUP
2016-06-13 15:16:52
date last changed
2016-06-13 15:16:52
@misc{8878094,
  abstract     = {This study aims to examine the role of strategic communication in today’s climate change communication. Furthermore, we attempt to understand the value of strategic communication more specifically in bridging the value-action gap. In order to accomplish this we have conducted qualitative interviews with ten Swedish organizations that specialize in climate change communication. The empirical material resulted in the findings of reoccurring themes that show how the organization's work strategically with communicating solutions, creating relevance and using opinion-forming to influence policy decision making. Furthermore, we have identified the five biggest challenges that face today’s climate change communication, these include balancing between gravity and optimism, climate change anxiety, climate change as an issue perceived to be far away in time and space, the idea that environment-friendly behaviour requires sacrifices and the all-embracing value-action gap. In order to counter these challenges, the organization’s use communication specifically to emphasize temporal, emotional and geographical relevance, connect the issue of climate to other areas in society such as economy and health and appeal to psychological needs such as group belonging. Furthermore, we see tendencies of putting a large emphasis on the role of policy decision making, where we argue that more focus should be directed toward sense making communication that create meaning for the recipient. In a wider perspective this study emphasizes the importance of an ongoing conversation about the origin of climate change to enable new communicative strategies for climate change communication.},
  author       = {Järegård, Julia and Friberg, Oskar},
  keyword      = {Strategisk kommunikation,klimatkommunikation,value-action gap,opinionsbildning,klimat,framing},
  language     = {swe},
  note         = {Student Paper},
  title        = {Från värdering till handling},
  year         = {2016},
}