Reframing conservation audiences from individuals to social beings

IF 7.7 1区 环境科学与生态学 Q1 BIODIVERSITY CONSERVATION Conservation Letters Pub Date : 2024-10-17 DOI:10.1111/conl.13064
L. Thomas-Walters, V. Cologna, E. de Lange, J. Ettinger, M. Selinske, M. S. Jones
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引用次数: 0

Abstract

Environmental practitioners often develop communications and behavior change interventions that conceptualize individuals as consumers or as other limited, standalone personae. This view neglects the role of conservation audiences as social beings with complex social relationships and networks, potentially resulting in lost opportunities to increase the effectiveness of conservation interventions. We offer a reframing of individuals as members of social networks who can influence others through their many different societal roles. This framing may help individuals recognize their potential to affect large-scale societal structures and empower them to contribute to systemic changes. In practice, conservation organizations might increase the impact and reach of their behavioral interventions by targeting social referents (individuals or groups who people reference for accepted and desired behaviors) and leveraging interpersonal relationships. This includes encouraging individuals to make use of their networks to discuss issues such as biodiversity loss with a variety of acquaintances to normalize them as a topic of conversation. We argue that organizations can leverage the power of social networks to amplify change and promote the message that people change the world through their social ties, thereby inspiring audiences to further engage in conservation behaviors.
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将保护受众从个人重塑为社会人
环境工作者在制定传播和行为改变干预措施时,往往将个人视为消费者或其他有限的、独立的角色。这种观点忽视了保护受众作为具有复杂社会关系和网络的社会人所扮演的角色,可能会导致失去提高保护干预效果的机会。我们将个人重新定义为社会网络的成员,他们可以通过自己不同的社会角色影响他人。这种框架可以帮助个人认识到他们影响大规模社会结构的潜力,并使他们有能力为系统性变革做出贡献。在实践中,保护组织可以通过针对社会参照物(人们接受和期望的行为所参照的个人或团体)和利用人际关系来增加其行为干预的影响和范围。这包括鼓励个人利用他们的网络与各种熟人讨论生物多样性丧失等问题,使其成为一个正常的话题。我们认为,组织可以利用社交网络的力量来扩大变化,宣传人们通过社交关系改变世界的信息,从而激励受众进一步参与保护行为。
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来源期刊
Conservation Letters
Conservation Letters BIODIVERSITY CONSERVATION-
CiteScore
13.50
自引率
2.40%
发文量
70
审稿时长
>12 weeks
期刊介绍: Conservation Letters is a reputable scientific journal that is devoted to the publication of both empirical and theoretical research that has important implications for the conservation of biological diversity. The journal warmly invites submissions from various disciplines within the biological and social sciences, with a particular interest in interdisciplinary work. The primary aim is to advance both pragmatic conservation objectives and scientific knowledge. Manuscripts are subject to a rapid communication schedule, therefore they should address current and relevant topics. Research articles should effectively communicate the significance of their findings in relation to conservation policy and practice.
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