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Making the case for biodiversity in South Africa : re-framing biodiversity communications

dc.contributor.authorMaze, Kristalen_ZA
dc.contributor.authorBarnett, Mandyen_ZA
dc.contributor.authorBotts, Emily A.en_ZA
dc.contributor.authorStephens, Antheaen_ZA
dc.contributor.authorFreedman, Mikeen_ZA
dc.contributor.authorGuenther, Larsen_ZA
dc.date.accessioned2017-08-04T07:58:43Z
dc.date.available2017-08-04T07:58:43Z
dc.date.issued2016
dc.identifier.citationMaze, K., et al. 2016. Making the case for biodiversity in South Africa : re-framing biodiversity communications. Bothalia - African Biodiversity and Conservation, 46(1)::a2039, doi:10.4102/abc.v46i1.2039
dc.identifier.issn2311-9284 (online)
dc.identifier.issn0006-8241 (print)
dc.identifier.otherdoi:10.4102/abc.v46i1.2039
dc.identifier.urihttp://hdl.handle.net/10019.1/102049
dc.descriptionCITATION: Maze, K., et al. 2016. Making the case for biodiversity in South Africa : re-framing biodiversity communications. Bothalia - African Biodiversity and Conservation, 46(1):a2039, doi:10.4102/abc.v46i1.2039.
dc.descriptionThe original publication is available at http://abcjournal.org
dc.description.abstractBackground: Biodiversity education and public awareness do not always contain the motivational messages that inspire action amongst decision-makers. Traditional messages from the biodiversity sector are often framed around threat, with a generally pessimistic tone. Aspects of social marketing can be used to support positive messaging that is more likely to inspire action amongst the target audience. Objectives: The South African biodiversity sector embarked on a market research process to better understand the target audiences for its messages and develop a communications strategy that would reposition biodiversity as integral to the development trajectory of South Africa. Method: The market research process combined stakeholder analysis, market research, engagement and facilitated dialogue. Eight concept messages were developed that framed biodiversity communications in different ways. These messages were tested with the target audience to assess which were most relevant in a developing-world context. Results: The communications message that received the highest ranking in the market research process was the concept of biodiversity as a ‘national asset’. This frame places biodiversity as an equivalent national priority to other economic and social imperatives. Other messages that ranked highly were the emotional message of biodiversity as ‘our children’s legacy’ and the action-based ‘practical solutions’. Conclusion: Based on the findings, a communications strategy known as ‘Making the case for biodiversity’ was developed that re-framed the economic, emotional and practical value propositions for biodiversity. The communications strategy has already resulted in greater political and economic attention towards biodiversity in South Africa.en_ZA
dc.description.urihttps://abcjournal.org/index.php/ABC/article/view/2039
dc.format.extent8 pages : illustrations
dc.language.isoen_ZAen_ZA
dc.publisherAOSIS Publishing
dc.subjectCommunications strategyen_ZA
dc.subjectNature conservation -- Africa, Southernen_ZA
dc.subjectEnvironmental management -- Biodiversity conservationen_ZA
dc.subjectEnvironmental economicsen_ZA
dc.subjectEnvironmental protectionen_ZA
dc.subjectBiodiversity -- Economicsen_ZA
dc.subjectSANBIen_ZA
dc.subjectSouth African National Biodiversity Instituteen_ZA
dc.titleMaking the case for biodiversity in South Africa : re-framing biodiversity communicationsen_ZA
dc.typeArticleen_ZA
dc.description.versionPublisher's version
dc.rights.holderAuthors retain copyright


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