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Nordahl Bäcklund, Viktor, 2016. Conceptualising 'communication' in environmental communication campaigns : shedding new light on common traditions. Second cycle, A2E. Uppsala: SLU, Dept. of Urban and Rural Development

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Abstract

This paper examines how practitioners of environmental communication campaigns (ECCs) conceptualize communication. Through interviews I investigate the practitioners’ way of understanding communication by looking at the metaphors they use to describe it. The interviews clearly show that communication is mainly conceptualised as a transmission of messages. The problem of communication hence becomes a challenge of de-fragmenting messages through the search for media channels with low distortion. Contrasting the transmission view with another perspective such as symbolic interactionism sheds new light on how communicative activities can be interpreted and observed in order to bring awareness to new aspects of what happens in communication. For instance, communicative activities such as dialogical situations might reveal valuable insights about how participants actively shape and negotiate meaning.

Main title:Conceptualising 'communication' in environmental communication campaigns
Subtitle:shedding new light on common traditions
Authors:Nordahl Bäcklund, Viktor
Supervisor:Hallgren, Lars
Examiner:Nordström Källström, Helena
Series:UNSPECIFIED
Volume/Sequential designation:UNSPECIFIED
Year of Publication:2016
Level and depth descriptor:Second cycle, A2E
Student's programme affiliation:NM026 Environmental communication and management - Master's programme
Department:(NL, NJ) > Dept. of Urban and Rural Development
(LTJ, LTV) > Dept. of Urban and Rural Development
Keywords:environmental communication, meta-discourse, NGOs, transmission, symbolic interactionism
URN:NBN:urn:nbn:se:slu:epsilon-s-5618
Permanent URL:
http://urn.kb.se/resolve?urn=urn:nbn:se:slu:epsilon-s-5618
Subjects:Extension
Nature conservation and land resources
Language:English
Deposited On:08 Aug 2016 08:42
Metadata Last Modified:08 Aug 2016 09:36

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