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Jaensson, Stina, 2009. The life of an environmental strategist : an observation study from an environmental communicator’s perspective. Second cycle, A1E. Uppsala: SLU, Dept. of Urban and Rural Development

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Abstract

This thesis is based on an internship at Södertälje Municipality. During three weeks I have observed
and interviewed the environmental strategists in order to understand their view on communication. I
have also dug deeper into one of the projects to get a better understanding of their work. Most of the
strategists’ out-turning projects are based on a classical communication model where the focus is on
the sender and on the messages they want to deliver. This model does not take the receivers
perspective into account and is therefore difficult to use when trying to changes people’s behavior.
According to for example McKenzie-Mohr and Nitsch, it is important with communication in order
to make a change and take the target group’s perspective. During my time in Södertälje I have
realized that there are several barriers for not communicating. Time constrains, resources and lack of
knowledge are some factors which make this work difficult. With some more efforts on
communication in the environmental strategists’ work in Södertälje they can though be able to take
others perspectives, get feedback and hopefully give people the tools to change behavior and act in a
more sustainable way.

Main title:The life of an environmental strategist
Subtitle:an observation study from an environmental communicator’s perspective
Authors:Jaensson, Stina
Supervisor:Hallgren, Lars
Examiner:Westberg, Lotten and Hansen, Hans Peter
Series:UNSPECIFIED
Volume/Sequential designation:UNSPECIFIED
Year of Publication:2009
Level and depth descriptor:Second cycle, A1E
Student's programme affiliation:NG001 Environmental Communication and Management - Magister (1year master) Programme 60 HEC
Department:(NL, NJ) > Dept. of Urban and Rural Development
(LTJ, LTV) > Dept. of Urban and Rural Development
Keywords:Environmental communication, municipality, environmental strategist, barriers, perspective
URN:NBN:urn:nbn:se:slu:epsilon-8-172
Permanent URL:
http://urn.kb.se/resolve?urn=urn:nbn:se:slu:epsilon-8-172
Subjects:Labour and employment
Language:English
Deposited On:03 Sep 2009 11:12
Metadata Last Modified:20 Apr 2012 14:09

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