Words with a "Southern Man", Communicating Ecology in Rural New Zealand

Abstract

Our understanding of the science that assists us in making everyday decisions varies markedly from issue to issue. We all seem to understand the physics of what happens to our bodies in a car accident. Although we may not know the specific forces involved, most of us know enough about the consequences to make an informed decision when it comes to speed and the use of seatbelts. The science involved in ecological issues tends to be less well understood and the consequences involved in ignoring it, barely acknowledged. Ecological messages tend to be obscured by a mass of complex information, a myriad of technical terms and sometimes there is no clear indication of what we need to know and do. Under these circumstances it is easy for the individual import of the science to be missed in the ecologist’s rush to communicate what is perceived to be important information. While the evaluation of effective science communication is a relatively new field of research, science communication has principles in common with marketing. Effective marketing, just like effective science communication, creates change whether it is persuading you to buy a particular brand of laundry detergent or getting you to wear your seatbelt. Billion dollar industries rely on effective marketing every day and the research behind these campaigns is well established and well-funded. The common objectives underpinning these two areas – marketing and science communication - invites the application of established marketing principles to science communication and this is the intention of the academic component of this thesis. It appears that the key way to ensure a campaign is effective is to identify clear measureable goals and to understand exactly what change is to be achieved. The identification of your target audience and knowledge of the people you are trying to reach is an integral part of effective campaign design. For a campaign to be effective it must be: noticed, remembered and acted on. The creative component of this thesis is the film ‘Green or Gold, it's not black and white’. It was made using some of the key marketing theories identified from the literature. It aims to communicate the issues surrounding land-use in the central South Island of New Zealand. In the academic component of the thesis the film is analysed alongside three other New Zealand campaigns with regard to their approach and effectiveness. This analysis is used to suggest the most appropriate way to approach the communication of ecological issues in rural New Zealand.