Modern Life: Attention, Communication and You
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Transcript of Modern Life: Attention, Communication and You
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Modern Life! Attention, Communication, and YouJoe Cone, Assistant Director & Communications Leader
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The Information Context of Your Work
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“A wealth of information creates a poverty of attention.”
(Herbert Simon, 1971)
“A wealth of information creates a poverty of attention.”
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Salmon as food . . national markets . . salmon management . . barcode Salmon as food . . national markets . . salmon management . . barcode
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What does the U.S. Public believe or know about Global Warming?
The Standard Source: Six Americas research; 4 nationally representative surveys of American adults, aged 18 and older, 2008-2011
Science Facts: Why Do Americans Disbelieve?
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Six Americas: The Belief Profile
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CulturalWorldviews
CulturalWorldviews
rights
responsibilities
Cultural Cognition Research Describes Four Cultural Worldviews
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Sea Grant’s place in Economic Environment?
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“We Just Need to get ‘The Word’ Out” ?
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Sea Grant Extension is a “Boundary Organization”
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“Empirical study is absolutely essential
. . . to the development of effective communication. There is no such thing as an expert in communication in the sense of someone who can tell you without empirical study how a message should be framed, or what it should say.”**Morgan, M. Granger, et al. (2008). Best Practice Approaches for Characterizing, Communicating and Incorporating Scientific Uncertainty in Climate Decision Making, U.S. Climate Change Science Program.
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Oregon Sea Grant’s Communication Support Request Form
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Maine Survey ShapedVideo to Motivate Target Population
Cone, J. (2011). Creating Science Videos that Can Affect Behavior. Manuscript submitted for publication.
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Survey Identified Key Target-Population Variables
Attitudes
85% - individuals should prepare for the effects of climate change
79% - would rebuild if their property were seriously damaged by natural forces
• BUT: 24% - engineering solutions to control nature do not work
Norms
52 % - likely-to-very likely to “take action against damage due to natural forces” if “my neighbors did similar things”
Self-efficacy
• BUT: 27% do not have the information needed to make a decision
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So You Want to Influence Their Behavior?
DecisionDecision
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Our model: Nonpersuasive Communication
CC . . . Sea Level
Rise Projection
s
CC . . . Sea Level
Rise Projection
s
Buffer property;
Modify structures
Buffer property;
Modify structures
Modifications don’t work;
Don’t understand
methods
Modifications don’t work;
Don’t understand
methods
Use trusted
sources to explain options
Use trusted
sources to explain options
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Resilient Coast: Video Strategy• Acknowledge user values and
perceptions
• Support constructive attitude
with trust
• Support benefits,
reduce barriers
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Oct. 2011 Communicator Survey Results
1. Online survey: 30 responding programs; anonymous2. To reflect on the responsibilities and relationships of communicators within
Sea Grant programs. 3. Q1 below shows % and (#) of respondents indicating % of Comm. FTE devoted
to Extension support. 24 of 28 programs devote 20-50% of FTE to Extension.
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Programs
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Print & Web products > 15 times
Evaluations=Never
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The Information Context of Your Work
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Social Media: Social Media: New Tools forNew Tools for
Engaging StakeholdersEngaging Stakeholders
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The evolving Extension modelTHENTHEN
NOW
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Why social media?
If you want to engage the public,
you need tomeet them
on their own ground.
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Before you start, consider:
Who do you want to reach?What do you want to say?How do you want to say it?How will you get it to the people you want
to reach?
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Case studies: Different blogs for different purposes• Words from a Wet Vet (replacing a newsletter
for a specialized audience)
• H2ONC (broad topical engagement and education)
• An Educator At Sea (special project chronicle)
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How will I find the time?• Post short, timely items.• Compose quickly, spell-check, send.• Reuse existing material.• Redistribute widely• Sharing is the currency of social media.
Encourage readers to share your posts.
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Use the tools you already have
• Email lists• Print mail lists• E-mail signatures, business cards• Mention it at meetings• Post to FaceBook, Twitter, etc.
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Grab those metrics• Social media user stats, blog server stats. • Google Analytics (free!)• Blog comments, retweets, Facebook
“likes,” etc.• When in doubt, survey your followers.• If it’s not working, change it!
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Welcome to the future. Enjoy!
blogs.oregonstate.edu/osgprojects
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Economies Restructure to Meet Needs
Salmon . . . canned salmon . . . salmon management. . . Salmon . . . canned salmon . . . salmon management. . .
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A Model of Science Communication To Assist with Decision-making
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Attend, comprehend, believe, remember, behave accordingly, act! Just these six steps to action?
An Information-Economy Persuasion Model Struggles with an Inattentive World