This week we are looking into HOW we will carry out our engagement projects. We are looking to 'Models of Environmental Communication' by authors Jim Proctor and Aaron Fellows, which outlines the three key models of environmental communication: deficit, framing, and dialogic. Each model of communication has strengths and weaknesses. The deficit model relies on the idea that public skepticism about environmental issues is due to a lack of scientific understanding. But if people were educated on these issues, they would be able to derive obvious conclusions from them and support these issues. The biggest issue with this model is it assumes all individuals digest information in the same way, which of course, we do not. The framing model asserts that reasoning is reliant on individual's emotional state surrounding the given issue. This is a slightly more advanced approach, however it is still a bit outdated. While this model does account for the fact that people absorb information differently, it assumes that information is a one-way street from the experts to the general public. Lastly, the dialogic model is the contemporary model of environmental communication. This model is centered around dialogue, as its name suggests. The difference between the framing model and dialogic model is that the latter asserts that communication is a two-way street. By sharing between both parties, it is possible to develop a mutual understanding of an issue, which is necessary for creating meaningful impact within the scope of environmental issues.
In "A framework to implement Stakeholder participation in environmental projects" by Luyet et al. (2012), the authors included a table that includes numerous engagement techniques (see figure 1). The techniques laid out by Luyet et al. are great tactics for engagement, but there are many other engagement opportunities. One example, drawn from This American Life episode "For Your Consideration", includes implementing the dialogic model discussed earlier. In this episode, researchers Brockman and Kalla tried to use the dialogic model to change people's opinions on transgender rights. They found that storysharing was an excellent engagement method, which could be used for a variety of issues. However, it has its limitations like anything else. They found that this method was not as effective when applied to more polarized issues.
After reflecting on these resources, I have identified a few engagement methods that I believe will be most effective for my project. My biggest concern is being able to reach out to a large audience in order to avoid bias. I feel that bringing this project outside of the Lewis & Clark community will help to broaden my scope. To do this, I want to take an ethnographic approach, where I go to different grocery stores around Portland and talk to people who are in the milk aisle. I think that engaging in casual conversation while people are doing their grocery shopping would be an effective way to engage over the issue of individual action, and "voting with your fork". Additionally, a values survey could be an effective way to reach a broader audience. This survey would include simple, general questions about the decisions individuals make at the grocery store.
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