TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
A1  - Lubjuhn, Sarah
A1  - Pratt, Nadine
T1  - Media communication strategies for climate-friendly lifestyles : addressing middle and lower class consumers for social-cultural change via entertainment-education
N2  - This paper argues that Entertainment-Education (E-E) is a striking communication strategy for reaching middle and lower socio-economic classes with climate-friendly lifestyle messages. On the international level (e.g. in the US and the Netherlands) E-E approaches are being theoretically grounded, whereas in Germany they are not yet. Therefore further theoretical discussion and mapping of E-E approaches is central for future research. As a first step towards providing further theoretical foundations for E-E in the field of sustainability, the authors suggest a threefold mapping of E-E approaches. The threefold mapping of E-E approaches for communicating climate-friendly lifestyles to middle and lower class consumers is based on recent results from academic research and practical developments on the media market. The commonalities among the three is that they all promote pro-sustainability messages in an affective-orientated rather than cognitive-orientated, factual manner. Differences can be found in: the sender of the sustainability message, the targeted consumer groups and the media approach in use. Based on this, the paper draws the conclusion that two new paths for further research activities in the field of Entertainment-Education can be proposed: (1) Improving the existing approaches in practice by using theoretical foundation from the E-E field. This comprises at its core (A) to do formative, process and summative effect research on the messages and (B) to use E-E theory from the field of social psychology, sociology and communication science for further improvement and (2) Generating new E-E theories by analyzing the existing practical approaches in the media to communicate climate change.
T2  - IOP conference series : earth and environmental science
Y1  - 2009
U6  - https://dx.doi.org/10.1088/1755-1315/8/1/012009
DO  - https://dx.doi.org/10.1088/1755-1315/8/1/012009
IS  - 8
ER  -