Journal article

Five lessons to guide more effective biodiversity conservation message framing

Alexander M Kusmanoff, Fiona Fidler, Ascelin Gordon, Georgia E Garrard, Sarah A Bekessy

Conservation Biology | WILEY | Published : 2020


Communication and advocacy approaches that influence attitudes and behaviors are key to addressing conservation problems, and the way an issue is framed can affect how people view, judge, and respond to an issue. Responses to conservation interventions can also be influenced by subtle wording changes in statements that may appeal to different values, activate social norms, influence a person's affect or mood, or trigger certain biases, each of which can differently influence the resulting engagement, attitudes, and behavior. We contend that by strategically considering how conservation communications are framed, they can be made more effective with little or no additional cost. Key framing c..

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University of Melbourne Researchers


Awarded by ARC

Funding Acknowledgements

This research recieved support from the Australian Government's National Environmental Science Program through the Threatened Species Recovery Hub and the Australian Research Council (ARC) Centre of Excellence for Environmental Decisions. S. A. Bekessy and F. Fidler are funded by ARC Future Fellowships; A. Gordon was supported by ARC Discovery Grant DP150103122. This work was undertaken on the traditional land of the Wurundjeri people of the Kulin Nations.