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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

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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

Print

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