GBA - Parte ou Capítulo de um Livro / Part of Book or Chapter of Book
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Browsing GBA - Parte ou Capítulo de um Livro / Part of Book or Chapter of Book by Author "Arroz, Ana Margarida Moura"
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- Bugs and Society I : Raising Awareness About Endemic BiodiversityPublication . Arroz, Ana Margarida Moura; Gabriel, Rosalina; Amorim, Isabel R.; Marcos, Rita S.; Borges, Paulo A. V.The negative impact of biodiversity loss on ecosystem functioning and services, and ultimately on human well-being, has been unequivocally established; however, despite all efforts, biodiversity is still declining worldwide. It is widely accepted that biodiversity awareness is crucial for its conservation. Nevertheless, after many initiatives to alert society about the consequences of losing biodiversity, biodiversity loss is still perceived as a minor environmental risk compared to others such as climate change. Thus far, most communication strategies have involved conventional venues, targeting people who are already “environmentally-aware”, and have not incorporated societal idiosyncrasies and cultural backgrounds. The wicked problem of loss of biodiversity and the existing strategies to promote people’s engagement are discussed under the risk communication framework. The risk perspective focuses science communication on the mitigation of risk and/or the minimisation of its consequences. Further, it helps to keep the target in mind, to establish activities and strategies that are useful for reaching the proposed goals, and to regulate the processes based on desired outcomes. After presenting the role of communication in risk governance, the principles and strategic options of the Azorean intervention, Bugs & Society, are presented. This communicational programme will be analysed and evaluated in another chapter through the presentation of two activities, which are provided as examples for further discussion.
- Bugs and Society II : Testing Two Communication Strategies for Public Engagement in the AzoresPublication . Amorim, Isabel R.; Arroz, Ana Margarida Moura; Marcos, Rita S.; Borges, Paulo A. V.; Gabriel, RosalinaTwo initiatives to raise biodiversity awareness towards Azorean endemic species, an outdoor exhibition Açorianos há milhões de anos (Azoreans for millions of years) and a web contest to name insects Chama-lhe Nomes! (Pick a Name!), are presented in this chapter. Both communicational strategies targeted non-traditional audiences, relied on the Portuguese and Azorean cultural identity and on anthropic verisimilitude of situations involving insects. The context, principles, assumptions and multidisciplinary approach involved in the development of the public awareness activities were presented in detail in chapter “Bugs and Society I: Raising Awareness About Endemic Biodiversity”. Apart from having symbolically occupied the urban public domain, the outdoor exhibition triggered positive reactions in more than three-quarters of the observers, prompting them to seek more information about the insects, to want to see them alive, to photograph them, etc. On the other hand, the web contest attributed common names to 12 endemic species of insects and motivated over one hundred people to carefully consider their photos and descriptions, engaging in sheer naturalistic pleasure. Less favourable were the post-observation recognition indicators of urban exposure, since only less than one-third of the interviewees correctly identified the insect’ group represented on the banner or could place the origin of the animal. Nevertheless, the means assigned to the evaluation of the intervention were not enough to undertake a full assessment of the impacts produced in the knowledge, attitudes and behaviours of viewers and users. Still, the resonance in the media was considerable, in terms of the number of news stories and the diversity of vehicles and audiences reached at regional (outdoor exhibition) and national levels (web contest). Communication devices like the ones presented are expected to raise biodiversity awareness and empower people regarding its preservation in the Azores. Moreover, the critical analysis of these initiatives is expected to provide guidelines that maximise the transferability of communication strategies to other social settings.