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Presentation extract from talk given on 16th March 2012 to National University of Singapore, Masters in Environmental Management (MEM) students on the use of social media for green change. The context is the rise of the importance and use of social media. The framework for social media use is then explained. The specific use of social media for green behaviour change is outlined at the end.
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Social MediaA Handy Tool for Green
Changemakers
A Talk for National University of Singapore
Masters in Environmental Management (MEM)
By Bhavani Prakash
www.ecowalkthetalk.com
www.greencollarasia.com
How I live, think, breathe and share
Social Media Landscape
The Mobile Revolution
Photo: http://kish.in/mobile-revolution-in-india/
The computer in your cell phone today is a million times cheaper and a thousand times more powerful and about a hundred thousand times smaller [than the one computer at MIT in 1965]
Politics SocietyCultureEconomicsTechnologyEnvironment
How Change occurs
How Change occurs
How Change occurs
How Social Media catalyses
Democratisation of Information
Social Media Trigger Points
Below the iceberg: Loss of Trust
Arab Spring - Egypt
Khaled Said
Occupy Wall Street
September 17, 2011 Zuccotti Park
Micheal Moore on police heavy-handedness, “ Everyone’s a filmmaker, everyone has acamera. You can’t get away with this kind of thing anymore.”
Anna Hazare : The Anti-Corruption Bill
Frameworks to understand how social media works
1:9:90 rule
Conversation >Co-creation >Collective action
Members +Relationships around social object
ReputationRecommendation
*Tastemakers (Collaboration to Community) *Participation (Community) *Unexpectedness (Content)
How Change OccursTipping Point by Malcolm Gladwell
Law of the Few (Tastemakers – Collaboration to Community)a few key types of people must champion an idea, concept, or product before it can reach the tipping pointConnectors, Mavens and Salesmen
Stickiness Factor ( Unexpectedness- Content)the quality that compels people to pay close, sustained attention to a product, concept, or idea
The Power of Context (Collaboration to Community)Groups of certain sizes and certain types can often be uniquely conducive to achieving the tipping point
Social Media Campaigns
Applying 4C to Kony 2012
Which elements come out strongly and how?
13.5 million supporters recruitedon www.barackobama.com
$500 million raisedYouTube video “Yes We Can” had 1 million views on first day of release 17 million views by 2008
Citizen media
Green Behaviour Change:Some ideas
What shapes our identity?1. Values and life goals Consistent across cultures: Wealth, rewards, achievement and status
People who endorse/prioritise self-enhancing, materialistic values also express negative attitudes towards non-human nature
2. The groups we belong to Race, gender, nationality, profession, political leanings, religion
A cross country study of 14 nations how that those who have an environmental identity and feel a part of nature are more likely to foster pro-environmental behaviour
3. How we attempt to manage threats to our existence, self-existence and integrity of identity Limit exposure to information, avoiding future thinking, seeking pleasure in the present, denial of guilt, projection of guilt, doing small things to assuage guilt, indifference
Some coping strategies increase the likelihood of destructive environmental behaviour
A few identity campaigning strategies• Frame environmental messages that promote intrinsic values, rather than
extrinsic, self-enhancing, materialistic ones
• Promote the development and use of alternative indicators of national progress that include values other than materialism
• Address the societal influence of advertising, for example by supporting: (i) media literacy programmes; (ii) the removal of advertising from public spaces (especially natural settings); (iii) bans on marketing to children; and (iv) policies to tax advertising at higher rates
• Create community groups to support the adoption of materially simple and ecologically sustainable lifestyles. Creating a safe environment where participants are given permission to openly express their deepest fears about environmental issues will be important here
• Build an awareness that humans are themselves part of nature, and confront society’s stories that legitimise prejudice towards non-human nature.
For Policy makers
Material ComponentNuts and boltsof the policy
Cognitive Component How people think about the world, their concerns
and motivations
Joe Brewer: Cognitive Policy Expert
Thank you!
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