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Bridging Gaps in
Education for Sustainable Consumption with
Social Media
Ayman Rizk
Rahman Oloritun
Wan A. Matiin
2005-2014UN’s Decade of
Education in Sustainable Development
Education for Sustainable Consumption Monitor consumption patterns Generate knowledge on sustainable consumption Bottom-up empowerment of individuals &
communities
Emphasis on developing social capacity to fight against economic and environmental impacts of unsustainable development
Consumption
Transport
Food
EnergyWater
Materials
Widespread Education—basis for Widespread Change
Challenges in ESC
1. Complexity/controversy of SD concepts2. Overcoming Internal & External Barriers
Learner’s busyness Learner’s fatalism Learner’s weak belief in self-efficacy Limited opportunities to practice
3. Transforming Awareness & Attitude into Behavior4. Mobilizing community involvement & support5. Maintaining cohesion & connectivity of ESC efforts
Assessment Implementation Evaluation
• Identifying barriers• Characterizing
audience affect, values, identity
• Setting targets & goals
• Analyze impact• Feedback for
improvements• Support for sustainable
result
• Eliminating barriers• Empowering audience
with Knowledge & Efficacy
• Providing/highlighting opportunities
Collaborative Projects
Blogging
Social Networking
Online Gaming
ContentCommunities
Misc.
Social Media
Social Media—an Enormous Online Resource!
Virtually the new ‘third place’ for digital
technology users, offering them:
Community-level interactions, and
Gratifying entertainment and activities
supported by increasingly powerful,
convenient, multi-media, mobile and intuitive
technology
Online ‘ecosystems’ teeming with resources
that can drive ESC forward
The Social Media Phenomenon
1979—Tom Truscott & Jim (Duke University) created Usenet
1998—Bruce & Susan Abelson founded ‘‘Open Diary,’’ bringing together online diary writers into one online community
February 2004
> 500 million active users.
50% log on daily with
average of 130 friends
February 2005,
> 2 billion views in a day
150,000 full length films every week
July 2006
175 million registered users
95 million tweets per day
300,000 registered apps in its ecosystem
Unique structure
User Base
Immersive &
transformative experience
Information is:Reciprocal
DurableTraceableScalable
Experience can counter:BusynessFatalism
Poor belief in self-efficacyLimited opportunity
ContributorsAudienceDiverse
DemocraticDiscovered &
undiscovered talent
Strengths
Crowd
Light
Desire
Get the audience!
Feedback drives improvements in performance
Clear, open visibility of what is being
done
Chris Anderson: How web video powers Global innovation
Efforts Worth Learning From
Focuses on responsible, sustainable food choices
Support for family/community-based farm products
Website, blog, YouTube resources—facts, advice & support
2003-2008—20 mil views for The Meatrix
Focuses on unsustainable life cycle of things, invisible impacts on society & environment
Expands influence via creative YouTube presentations (3.5 mil views) & online community (150,000 activists)
Ingenuity in communicating otherwise complex, intricate concepts
Efforts Worth Learning From
Greenpeace mobilized social action against controversial palm oil
Viral video campaign (1.5mil views) and Facebook protests
Nestle’s pledge to shift to sustainable sources by 2015 (18% in 2010, expected at 50% in 2011)
2007—simulation of first 32 weeks of global oil shortage
Chronicled in 1,500 player-created blog posts, videos, images & voicemails
Contents ranked based on realistic quality of their portrayal
Novel ‘playing with the future’ approach
Conclusion & Recommendations
0The growing online presence of society makes it important for ESC strategies to appreciate the emerging values, cultures, and capacity within social media communities
0Development of future ESC approaches can really benefit from the strengths and greater impact Social Media has to offer
0When ESC strategies optimize engagement with the vast pool of contributors and learners, we start making REAL PROGRESS
They Are Listening.
Are We?
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