The Communication of Environmental The Communication of Environmental Science Science

and the Science of Environmental and the Science of Environmental Communication: Communication:

UC Santa Barbara’s Environmental UC Santa Barbara’s Environmental Media InitiativeMedia Initiative

Ronald E. RiceRonald E. Rice

April 27, 12:30-1:30, Bren Hall 1414April 27, 12:30-1:30, Bren Hall 1414

• PartnersPartners• Environmental Media Initiative Environmental Media Initiative • Blue Horizons and Green ScreenBlue Horizons and Green Screen• Environmental Media Research Focus GroupEnvironmental Media Research Focus Group• Conferences and EventsConferences and Events• Graduate Seminar on Campaigns with Graduate Seminar on Campaigns with

Environmental ProjectsEnvironmental Projects• PublicationsPublications• DigitalOcean: Planning, Development, DigitalOcean: Planning, Development,

Background ResearchBackground Research• DigitalOcean: Sampling the SeaDigitalOcean: Sampling the Sea• Recent Proposal SubmissionsRecent Proposal Submissions• Book ResourcesBook Resources• Environmental Communication and Science Environmental Communication and Science

InterdisciplinarityInterdisciplinarity

What is the EMI? Presentation TopicsWhat is the EMI? Presentation Topics

Interdisciplinary Environmental Interdisciplinary Environmental Media Initiative PartnersMedia Initiative Partners

• Carsey-Wolf Center for Film, Television, and New Carsey-Wolf Center for Film, Television, and New MediaMedia• Bren School of Environmental Science & Bren School of Environmental Science & ManagementManagement• Marine Science InstituteMarine Science Institute• Department of CommunicationDepartment of Communication• Department of Film and Media StudiesDepartment of Film and Media Studies• Ecology, Evolution, and Marine Biology Ecology, Evolution, and Marine Biology DepartmentDepartment• Environmental Studies ProgramEnvironmental Studies Program• UCSB Development OfficesUCSB Development Offices• The Ocean ChannelThe Ocean Channel• New Media Research InstituteNew Media Research Institute• Outhink MediaOuthink Media• Affiliate FacultyAffiliate Faculty

The Carsey-Wolf Center for Film, The Carsey-Wolf Center for Film, Television, and New Media Television, and New Media

• sponsors research, teaching, and public sponsors research, teaching, and public programming addressing the complex and programming addressing the complex and ever-changing interactions of media, ever-changing interactions of media, culture, and society culture, and society

• Media Industries ProjectMedia Industries Project• Internship ProgramInternship Program• Environmental Media InitiativeEnvironmental Media Initiative

• www.cftnm.ucsb.eduwww.cftnm.ucsb.edu

Environmental Media InitiativeEnvironmental Media Initiative

• brings together environmental scientists brings together environmental scientists with film, media, and communication with film, media, and communication scholars—drawn from the humanities, arts, scholars—drawn from the humanities, arts, and social sciences—to collaborate on and social sciences—to collaborate on teaching, research, and public teaching, research, and public programming programming

• explores the ways media and the explores the ways media and the environment influence, structure, and environment influence, structure, and inhabit each other: the environment in inhabit each other: the environment in media, media in the environmentmedia, media in the environment

• an initiative -- just the beginning – next an initiative -- just the beginning – next steps?steps?

Blue Horizons (2007 -- )Blue Horizons (2007 -- )

9 – week summer program with 5 courses:9 – week summer program with 5 courses:

• Writing DocumentariesWriting Documentaries• Films of the Natural and Human EnvironmentFilms of the Natural and Human Environment• Introduction to Environmental Media Introduction to Environmental Media ProductionProduction• Issues in marine ConservationIssues in marine Conservation• Advanced Environmental Media ProductionAdvanced Environmental Media Production

• Teams of environmental science and Teams of environmental science and film/media students create short ocean film/media students create short ocean environmental digital documentariesenvironmental digital documentaries

• Funding: Summer Session; SONY; Carsey-Wolf Funding: Summer Session; SONY; Carsey-Wolf CenterCenter

GreenScreen Environmental Media GreenScreen Environmental Media Program (2007 --)Program (2007 --)

• brings together students in the arts, humanities, brings together students in the arts, humanities, social sciences, and sciences to engage social sciences, and sciences to engage environmental issues in Santa Barbara through environmental issues in Santa Barbara through artistic production artistic production

• each year, development, production, and each year, development, production, and screening of 4 short environmental filmsscreening of 4 short environmental films

• 2010: Cultivating Kids; EcoWatch, Navigating 2010: Cultivating Kids; EcoWatch, Navigating Copenhagen, PlastocalypseCopenhagen, Plastocalypse

• www.cftnm.ucsb.edu/Programs/EMI/ www.cftnm.ucsb.edu/Programs/EMI/ Teaching/GS_splash.htmlTeaching/GS_splash.html

• Funding: UCSB Coastal Fund; UC Institute for Funding: UCSB Coastal Fund; UC Institute for Research in the Arts; NASA; Undergraduate Research in the Arts; NASA; Undergraduate Research and Creative Activities; Carsey-Wolf Research and Creative Activities; Carsey-Wolf CenterCenter

Media and the Environment Media and the Environment ConferenceConference

April 2007April 2007

• How can traditional and digital media effectively How can traditional and digital media effectively communicate important environmental issues? communicate important environmental issues?

• How do media technologies and creative How do media technologies and creative processes influence the presentation and portrayal processes influence the presentation and portrayal of environmental issues? of environmental issues?

• How are environmental issues covered – or not -- How are environmental issues covered – or not -- by different media forms and outlets? by different media forms and outlets?

• How can media coverage influence public How can media coverage influence public perceptions, understandings and actions perceptions, understandings and actions concerning the environment?concerning the environment?

Portraying the EnvironmentPortraying the Environment• Jensen, Varchol: UNEP Sudan ReportJensen, Varchol: UNEP Sudan Report• Bernstein: Depiction of environment in print adsBernstein: Depiction of environment in print ads• Reichman: New techniques for portraying Reichman: New techniques for portraying environmental science in various mediaenvironmental science in various media

Reporting the EnvironmentReporting the Environment• Weiss, vandeWege: LA Times’ Pulitzer-Prize Winning Weiss, vandeWege: LA Times’ Pulitzer-Prize Winning Altered OceansAltered Oceans• O’Donnell, Rice: US/UK newspaper coverage of O’Donnell, Rice: US/UK newspaper coverage of environmental issuesenvironmental issues• Revkin: NY Times environmental reporter on interface Revkin: NY Times environmental reporter on interface between media and the environmentbetween media and the environment• Gaines, Kolstad: Science behind media coverage of Gaines, Kolstad: Science behind media coverage of global warmingglobal warming

Distributing the EnvironmentDistributing the Environment• Penley: Blue Horizon Summer Environmental Media Penley: Blue Horizon Summer Environmental Media ProgramProgram• Hanrahan: Providing environmental content through Hanrahan: Providing environmental content through new medianew media• Jay: RealTV coverage of global warmingJay: RealTV coverage of global warming

Recent Environmental Media Recent Environmental Media Speakers/FilmsSpeakers/Films

(online videos of some)(online videos of some)

• Earth Days – Nov 2009Earth Days – Nov 2009• No Impact Man – Nov 2009No Impact Man – Nov 2009• Digital Ocean: Connecting for Ocean Digital Ocean: Connecting for Ocean Sustainability – Nov 2009, San FranciscoSustainability – Nov 2009, San Francisco• Flow-For the Love of Water – Oct 2009Flow-For the Love of Water – Oct 2009• Crude – Oct 2009Crude – Oct 2009

• Sylvia Earle: Sustainable Seas - The Sylvia Earle: Sustainable Seas - The Vision and the Reality -- Oct 2009Vision and the Reality -- Oct 2009• Telluride Mountainfilm – Oct 2009Telluride Mountainfilm – Oct 2009• Call of the Killer Whale – July 2009Call of the Killer Whale – July 2009• Laura Dunn: A Workshop on the Laura Dunn: A Workshop on the Challenges of Environmental Filmmaking – Challenges of Environmental Filmmaking – Jun 2009Jun 2009

• The Unforeseen – June 2009The Unforeseen – June 2009

• Beyond Environmentalism: Culture, Justice, Beyond Environmentalism: Culture, Justice, and Global Ecologies – May 2009and Global Ecologies – May 2009

• Sharkwater: With Filmmaker Rob Stewart – Sharkwater: With Filmmaker Rob Stewart – July 2008July 2008

• Media and the Environment: Media and the Environment: Communicating about Santa Barbara's Ocean, Communicating about Santa Barbara's Ocean, Air and Land – June 2008Air and Land – June 2008 (downtown SB)(downtown SB)

• Communicating About Clean Air: Managing Communicating About Clean Air: Managing Relationships among California Government, Relationships among California Government, the Public, and the Business Community – Feb the Public, and the Business Community – Feb 20082008

• Location, Location, Location: The Greening Location, Location, Location: The Greening of Hollywood (SBIFF) – Jan 2008of Hollywood (SBIFF) – Jan 2008

Communication Campaign Evaluation and Communication Campaign Evaluation and EffectivenessEffectiveness

• Programmatic (Process and Outcomes): Programmatic (Process and Outcomes):

Formative, Process, Effect, ImpactFormative, Process, Effect, Impact

• Framing (Macro and Interpretation):Framing (Macro and Interpretation):Definitional, Ideological, Political, Contextual, Definitional, Ideological, Political, Contextual, CostCost

Bren Compass Workshop: Bren Compass Workshop: Fostering Effective Communication Fostering Effective Communication among Scientists, Media, and the among Scientists, Media, and the

General PublicGeneral PublicApril 18, 2009April 18, 2009

Example Effect Evaluation MeasuresExample Effect Evaluation Measures

• AwarenessAwareness• KnowledgeKnowledge• Salience (to audiences)Salience (to audiences)• Attitudes (about the specific behavior)Attitudes (about the specific behavior)• Norms (peer, social norm marketing)Norms (peer, social norm marketing)• Self-efficacy Self-efficacy • Behavioral Intention Behavioral Intention • Behavior, SkillsBehavior, Skills• Environmental/System ConstraintsEnvironmental/System Constraints• Media Frames (values positioning, presumed Media Frames (values positioning, presumed cause)cause)• Policy Change (laws, regulation, education, Policy Change (laws, regulation, education, tax)tax)

Graduate Seminar on Communication Graduate Seminar on Communication Campaigns, with Santa Barbara Campaigns, with Santa Barbara

Environmental Campaign ProjectsEnvironmental Campaign Projects

• Integrated with Allen Planning ProjectIntegrated with Allen Planning Project

• 8 graduate students (2 Bren), 8 undergraduate 8 graduate students (2 Bren), 8 undergraduate RAsRAs

• Some projects continued into 2Some projects continued into 2ndnd term term

• For the Santa Barbara County Air Pollution For the Santa Barbara County Air Pollution Control District: Control District: Air Pollution Messages on Air Pollution Messages on YouTubeYouTube; ; Air Quality Warnings to Students and the Air Quality Warnings to Students and the Elderly during Fire SeasonElderly during Fire Season; and ; and Reducing Use of Reducing Use of Cars by USCB StudentsCars by USCB Students

• For the Santa Barbara Environmental Services For the Santa Barbara Environmental Services Division Recycling: Division Recycling: Recycling in BusinessesRecycling in Businesses; and ; and Recycling in SchoolsRecycling in Schools

PublicationsPublications

Prestin, A., & Pearce, K. (2010, in press). Prestin, A., & Pearce, K. (2010, in press). We care a lot: Formative research for a We care a lot: Formative research for a social marketing campaign to promote social marketing campaign to promote school-based recycling. school-based recycling. Resources, Resources, Conservation and RecyclingConservation and Recycling..

Rice, R. E. & Robinson, J. A. (2011, in Rice, R. E. & Robinson, J. A. (2011, in preparation). Ocean environmental preparation). Ocean environmental campaigns. In R. E. Rice & C. K. Atkin campaigns. In R. E. Rice & C. K. Atkin (Eds.), (Eds.), Public communication campaignsPublic communication campaigns, , 4th ed. Thousand Oaks, CA: Sage.4th ed. Thousand Oaks, CA: Sage.

O’Donnell, C. & Rice, R. E. (2008). Coverage of O’Donnell, C. & Rice, R. E. (2008). Coverage of environmental events in U.S. and U.K. newspapers: environmental events in U.S. and U.K. newspapers: Frequency, hazard, specificity, and placement. Frequency, hazard, specificity, and placement. International Journal of Environmental Studies, International Journal of Environmental Studies, 6565(5), 637-654.(5), 637-654.

Bates, C. (2010, in press). The use of social marketing concepts to develop ocean sustainability campaigns. Journal of Social Marketing.

• a virtual commons that connects people and a virtual commons that connects people and provides them with resources to advance ocean provides them with resources to advance ocean sustainability and protect Earth’s ocean sustainability and protect Earth’s ocean ecosystemsecosystems

• extensive DO ocean scientist networking extensive DO ocean scientist networking platform already developedplatform already developed

• Dave Toole and Outhink Media have Dave Toole and Outhink Media have contributed over $75,000 in programming contributed over $75,000 in programming resourcesresources

• $32,000 from Gaines, Melack, Penley, Rice$32,000 from Gaines, Melack, Penley, Rice

• Carsey-Wolf Center provides considerable Carsey-Wolf Center provides considerable staff and graduate student time, and some staff and graduate student time, and some equipmentequipment

ScientistsScientists

PhotoPhotoenthusiastsenthusiasts

VideoVideoenthusiasts

G. EarthEarthusers

ClassroomClassroom

The estimated 20,000 early career scientists at US The estimated 20,000 early career scientists at US universities and laboratories, with thousands more universities and laboratories, with thousands more worldwide:worldwide:DO Five Year Target: 20,000 aware, 35% are DO Five Year Target: 20,000 aware, 35% are active membersactive members

The estimated 100,000 enthusiasts who have already The estimated 100,000 enthusiasts who have already contributed several hundred thousand underwater contributed several hundred thousand underwater photographs to Flickr:photographs to Flickr:DO Five Year Target: 15,000 active membersDO Five Year Target: 15,000 active membersThe estimated 12,000 enthusiasts, divers with The estimated 12,000 enthusiasts, divers with underwater cameras, including top-end producers underwater cameras, including top-end producers such as Vulcan:such as Vulcan:DO Five Year Target: 5,000 active membersDO Five Year Target: 5,000 active members

The estimated 350,000,000 who have already The estimated 350,000,000 who have already downloaded the Google Earth software:downloaded the Google Earth software:DO Five Year Target: 50,000 DO browsers a DO Five Year Target: 50,000 DO browsers a monthmonth

Starting with 1.5 million students, DO partner NASA Starting with 1.5 million students, DO partner NASA GLOBE plans to reach classrooms worldwide:GLOBE plans to reach classrooms worldwide:DO Five Year Target: 50,000 studentsDO Five Year Target: 50,000 students

DO Turns Existing Groups into CommunitiesDO Turns Existing Groups into Communities

DO Creates a New Tide of Opportunities DO Creates a New Tide of Opportunities for Scientists tofor Scientists to

Communicate, Coordinate, and CollaborateCommunicate, Coordinate, and Collaboratesocial interactionssocial interactions

group collaborationsgroup collaborations

digital publicationsdigital publications

live science feedslive science feeds

citationscitationsmediamediajobsjobsattributionattributionreputationreputation

Digital Ocean Project PlanningDigital Ocean Project Planning

• Year-long series of workshops, planning, Year-long series of workshops, planning, background research, developing long-term background research, developing long-term plan for DigitalOcean plan for DigitalOcean

• Proposing four initial components:Proposing four initial components:

• Digital Ocean Networking PlatformDigital Ocean Networking Platform• Sampling the SeaSampling the Sea• Informal Science Education NetworkInformal Science Education Network• MPAs and ReservesMPAs and Reserves

• Funded by The Paul G. Allen Family Funded by The Paul G. Allen Family Foundation, 2008, $100,000 Foundation, 2008, $100,000

Extensive DO Background Research and Extensive DO Background Research and Resources (by Interdisciplinary Group Resources (by Interdisciplinary Group

of Graduate Students)of Graduate Students)• environmental campaigns research literature environmental campaigns research literature

• ocean-related academic journalsocean-related academic journals

• ocean-related Flickr groupsocean-related Flickr groups

• environmental, ocean, ecology academic programsenvironmental, ocean, ecology academic programs

• abstracts of articles on MPAs and Reservesabstracts of articles on MPAs and Reserves

• ocean websites ocean websites

• ocean-themed videogames ocean-themed videogames

• online and offline ocean films/videos, photographs online and offline ocean films/videos, photographs

• underlying software platforms and applicationsunderlying software platforms and applications

• People-Ecosystem Action Resource Link Tool KitPeople-Ecosystem Action Resource Link Tool Kit

• strength-weaknesses-opportunities-threats strength-weaknesses-opportunities-threats analysisanalysis

• online ocean education and online ocean education and social networking projectsocial networking project• uses ePals platform, Google uses ePals platform, Google Earth, SeaWatch, UCSB Earth, SeaWatch, UCSB programmingprogramming• extensive social media useextensive social media use

• open discussion of fisheries open discussion of fisheries problems among global population problems among global population of young fish consumersof young fish consumers• better information about links better information about links between fish consumption and between fish consumption and productionproduction• better consumption choices by better consumption choices by studentsstudents

• goal: 180 teachers, 4,000 goal: 180 teachers, 4,000 students around the globestudents around the globe

• funded by MacArthur funded by MacArthur Foundation’s Digital Media and Foundation’s Digital Media and Learning Program, $211,000.Learning Program, $211,000.

Co-PIs:Co-PIs:Gaines, Gaines, Melack, Melack, Penley, RicePenley, Rice

GSR:GSR:Robinson Robinson (Bren)(Bren)

Pre-Registered US TeachersPre-Registered US Teachers

Curriculum Units and Associated Curriculum Units and Associated ActivitiesActivities

• Unit 1 - What’s in the Water? Unit 1 - What’s in the Water? A: Ocean Life Newsletter: Group ProjectA: Ocean Life Newsletter: Group ProjectB: Salmon MigrationB: Salmon MigrationC: Joy to the Fishes in the Deep Blue SeaC: Joy to the Fishes in the Deep Blue Sea

• Unit 2 - Ocean EcologyUnit 2 - Ocean EcologyA: Food Chain GangsA: Food Chain GangsB: What Does a Healthy Ecosystem Look Like?B: What Does a Healthy Ecosystem Look Like?C: A Close Look at Marine Protected AreasC: A Close Look at Marine Protected AreasD: Pyramid of LifeD: Pyramid of LifeE: Shark HuntE: Shark Hunt

• Unit 3 - Who’s Fishing?Unit 3 - Who’s Fishing?A: Fish Methods – Fishing FrenzyA: Fish Methods – Fishing FrenzyB: Who, What, How? B: Who, What, How? C: Worldwide Travels of FishC: Worldwide Travels of Fish

Curriculum Units and Associated Curriculum Units and Associated ActivitiesActivities

• Unit 4 - Fisheries Management Unit 4 - Fisheries Management A: All Fished Out A: All Fished Out B: What’s Left to Catch? Have We Exhausted the B: What’s Left to Catch? Have We Exhausted the Inexhaustible?Inexhaustible?C: Special Management Areas – The ABC’s of C: Special Management Areas – The ABC’s of Marine StewardshipMarine StewardshipD: Who’s Counting? Do We Manage the People or D: Who’s Counting? Do We Manage the People or the Fish?the Fish?E: Success StoriesE: Success Stories

• Unit 5 - Sustainable Seas Unit 5 - Sustainable Seas A: Sampling the Sea – What’s the Catch?A: Sampling the Sea – What’s the Catch?B: Promotional Bumper StickersB: Promotional Bumper StickersC: Kitchen Aid: Seafood Posters for WorkersC: Kitchen Aid: Seafood Posters for Workers

Extensive EvaluationExtensive Evaluation

• Process and SummativeProcess and Summative• Levels of analysis: individual teachers Levels of analysis: individual teachers and students, class, overalland students, class, overall

• System usage data: pages, social media, System usage data: pages, social media, uploads/downloads, collaborationuploads/downloads, collaboration

• Baseline and End surveys: teachers and Baseline and End surveys: teachers and studentsstudents• Influence of social media use on ocean Influence of social media use on ocean literacy (knowledge, affect, skills, efficacy, literacy (knowledge, affect, skills, efficacy, intention)intention)

• Content analysis of teacher discussion Content analysis of teacher discussion forumsforums

• Bren Ph.D. Thesis (Robinson)Bren Ph.D. Thesis (Robinson)

Recent Proposal SubmissionsRecent Proposal Submissions

• Toole, Caron, Gaines, Rice & Penley. Toole, Caron, Gaines, Rice & Penley. Extending Extending the DigitalOcean Platformthe DigitalOcean Platform. Google, $500,000. . Google, $500,000. 2010.2010.

• Blanchette & Rice. Blanchette & Rice. Exploring Ocean Wilderness: Exploring Ocean Wilderness: Increasing Public Understanding and Awareness of Increasing Public Understanding and Awareness of Marine Protected Areas.Marine Protected Areas. National Oceanic and National Oceanic and Atmospheric Administration Office of Education. Atmospheric Administration Office of Education. 2011 - 2012, $499,000 (UCSB component). 2011 - 2012, $499,000 (UCSB component).

• Gaines & Rice. Gaines & Rice. Collaborative Research: Collaborative Research: DigitalOcean: Informal Science Media NetworkDigitalOcean: Informal Science Media Network. . DRL-Informal Science Education NSF09-553. 2010 - DRL-Informal Science Education NSF09-553. 2010 - 2015, $849,233 (UCSB component).2015, $849,233 (UCSB component).

• UCSB EMI (Center and Bren). UCSB EMI (Center and Bren). Environmental Environmental Research, Programs, and InternshipsResearch, Programs, and Internships. SONY. . SONY. $25,000 annually, renewable.$25,000 annually, renewable.

• Rice. Rice. Sampling the Sea: Evaluation of Pilot and Sampling the Sea: Evaluation of Pilot and Full ImplementationFull Implementation. Academic Senate Council on . Academic Senate Council on Research and Instructional Resources. 2010 - 2011, Research and Instructional Resources. 2010 - 2011, $42,600.$42,600.

• Rice. Rice. Evaluating Sampling the Sea, an Online Evaluating Sampling the Sea, an Online Seafood Sustainability Social Media Learning Seafood Sustainability Social Media Learning EnvironmentEnvironment. ISBER Social Science Research Grants . ISBER Social Science Research Grants Program. 2010 - 2011, $6710.Program. 2010 - 2011, $6710.

• Lemenager, Parks, Penley & Rice. Lemenager, Parks, Penley & Rice. Popularizing Popularizing the Environment: Media, Science, and Culturethe Environment: Media, Science, and Culture – –Andrew W. Mellon Foundation for a John E. Sawyer Andrew W. Mellon Foundation for a John E. Sawyer Seminar on the Comparative Study of Cultures. Seminar on the Comparative Study of Cultures. 2010 - 2011, $150,000. [not funded]2010 - 2011, $150,000. [not funded]

• Gaines, Melack, Penley & Rice. Gaines, Melack, Penley & Rice. DigitalOceanDigitalOcean. . Submitted to The Paul G. Allen Family Foundation. Submitted to The Paul G. Allen Family Foundation. 2009 - 2010, $1,000,000. [not funded]2009 - 2010, $1,000,000. [not funded]

• Cantrill, J. & Oravec, C. (1996). Cantrill, J. & Oravec, C. (1996). The symbolic earth: The symbolic earth: Discourse and our creation of the environmentDiscourse and our creation of the environment. . Lexington, KY: University of Kentucky Press.Lexington, KY: University of Kentucky Press.

• Corbett, J. (2006). Corbett, J. (2006). Communicating nature: How we Communicating nature: How we create and understand environmental messagescreate and understand environmental messages. . Washington, DC: Island Press.Washington, DC: Island Press.

• Cox, R. (2006). Cox, R. (2006). Environmental communication and the Environmental communication and the public spherepublic sphere. Thousand Oaks, CA: Sage.. Thousand Oaks, CA: Sage.

• Hayes, R. & Grossman, D. (2006). A Hayes, R. & Grossman, D. (2006). A scientist's guide scientist's guide to talking with the media: Practical advice from the to talking with the media: Practical advice from the Union of Concerned Scientists.Union of Concerned Scientists. Cambridge, MA: Union Cambridge, MA: Union of Concerned Scientists. of Concerned Scientists.

• Jacobson, S.K. (1999). Jacobson, S.K. (1999). Communication skills for Communication skills for conservation professionalsconservation professionals. Washington, DC: Island . Washington, DC: Island Press.Press.

Some Book ResourcesSome Book Resources

• Moser, S. & Dilling, L. (Eds.) (2007). Moser, S. & Dilling, L. (Eds.) (2007). Creating a Creating a climate for change: Communicating climate change climate for change: Communicating climate change and facilitating social changeand facilitating social change. NY: Cambridge . NY: Cambridge University Press.University Press.

• National Research Council (2002). National Research Council (2002). New tools for New tools for environmental protection: Education, information, environmental protection: Education, information, and voluntary measuresand voluntary measures. (T. Dietz & P.C. Stern, . (T. Dietz & P.C. Stern, eds.) Washington, D.C.: National Academy Presseds.) Washington, D.C.: National Academy Press

• Parker, L.J. (2008). Parker, L.J. (2008). Environmental Environmental communication: Messages, media & methods, 2nd communication: Messages, media & methods, 2nd eded. Kendall/Hunt Publishing Company.. Kendall/Hunt Publishing Company.

• Environmental campaigns: Environmental campaigns: http://www.comm.ucsb.edu/faculty/rrice/ricelink.htm#CAMPAIGN

Environmental Communication and Environmental Communication and Science: Need for InterdisciplinarityScience: Need for Interdisciplinarity

““Environmental problems are generally Environmental problems are generally complex and blind to disciplinary boundaries. complex and blind to disciplinary boundaries.

Efforts to devise long-term solutions require Efforts to devise long-term solutions require collaborative research that integrates collaborative research that integrates knowledge across historically disparate fields, knowledge across historically disparate fields, yet the traditional model for training new yet the traditional model for training new scientists emphasizes personal independence scientists emphasizes personal independence and disciplinary focus.”and disciplinary focus.”

Moslemi, J. M., et al. (2009). Training Moslemi, J. M., et al. (2009). Training tomorrow’s environmental problem solvers: tomorrow’s environmental problem solvers: An integrative approach to graduate An integrative approach to graduate education. education. BioScience, 59BioScience, 59(6), 514-521. (6), 514-521.

Thanks!Thanks!

Comments or Questions?Comments or Questions?