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The Communication of Environmental Science and the Science of Environmental Communication: UCSB's Environmental Media In

Learn about UCSB's Environmental Media Initiative, a collaborative effort between environmental scientists and communication scholars to explore the ways in which media and the environment influence each other. Discover various programs, events, and publications that aim to communicate important environmental issues effectively.

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The Communication of Environmental Science and the Science of Environmental Communication: UCSB's Environmental Media In

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  1. The Communication of Environmental Science and the Science of Environmental Communication: UC Santa Barbara’s Environmental Media InitiativeRonald E. RiceApril 27, 12:30-1:30, Bren Hall 1414

  2. What is the EMI? Presentation Topics • Partners • Environmental Media Initiative • Blue Horizons and Green Screen • Environmental Media Research Focus Group • Conferences and Events • Graduate Seminar on Campaigns with Environmental Projects • Publications • DigitalOcean: Planning, Development, Background Research • DigitalOcean: Sampling the Sea • Recent Proposal Submissions • Book Resources • Environmental Communication and Science Interdisciplinarity

  3. Interdisciplinary Environmental Media Initiative Partners Carsey-Wolf Center for Film, Television, and New Media Bren School of Environmental Science & Management Marine Science Institute Department of Communication Department of Film and Media Studies Ecology, Evolution, and Marine Biology Department Environmental Studies Program UCSB Development Offices The Ocean Channel New Media Research Institute Outhink Media Affiliate Faculty

  4. The Carsey-Wolf Center for Film, Television, and New Media sponsors research, teaching, and public programming addressing the complex and ever-changing interactions of media, culture, and society Media Industries Project Internship Program Environmental Media Initiative www.cftnm.ucsb.edu

  5. Environmental Media Initiative brings together environmental scientists with film, media, and communication scholars—drawn from the humanities, arts, and social sciences—to collaborate on teaching, research, and public programming explores the ways media and the environment influence, structure, and inhabit each other: the environment in media, media in the environment an initiative -- just the beginning – next steps?

  6. Blue Horizons (2007 -- )

  7. 9 – week summer program with 5 courses: Writing Documentaries Films of the Natural and Human Environment Introduction to Environmental Media Production Issues in marine Conservation Advanced Environmental Media Production Teams of environmental science and film/media students create short ocean environmental digital documentaries Funding: Summer Session; SONY; Carsey-Wolf Center

  8. GreenScreen Environmental Media Program (2007 --) brings together students in the arts, humanities, social sciences, and sciences to engage environmental issues in Santa Barbara through artistic production each year, development, production, and screening of 4 short environmental films 2010: Cultivating Kids; EcoWatch, Navigating Copenhagen, Plastocalypse www.cftnm.ucsb.edu/Programs/EMI/ Teaching/GS_splash.html Funding: UCSB Coastal Fund; UC Institute for Research in the Arts; NASA; Undergraduate Research and Creative Activities; Carsey-Wolf Center

  9. Media and the Environment ConferenceApril 2007 How can traditional and digital media effectively communicate important environmental issues? How do media technologies and creative processes influence the presentation and portrayal of environmental issues? How are environmental issues covered – or not -- by different media forms and outlets? How can media coverage influence public perceptions, understandings and actions concerning the environment?

  10. Portraying the Environment Jensen, Varchol: UNEP Sudan Report Bernstein: Depiction of environment in print ads Reichman: New techniques for portraying environmental science in various media Reporting the Environment Weiss, vandeWege: LA Times’ Pulitzer-Prize Winning Altered Oceans O’Donnell, Rice: US/UK newspaper coverage of environmental issues Revkin: NY Times environmental reporter on interface between media and the environment Gaines, Kolstad: Science behind media coverage of global warming Distributing the Environment Penley: Blue Horizon Summer Environmental Media Program Hanrahan: Providing environmental content through new media Jay: RealTV coverage of global warming

  11. Recent Environmental Media Speakers/Films(online videos of some) Earth Days – Nov 2009 No Impact Man – Nov 2009 Digital Ocean: Connecting for Ocean Sustainability – Nov 2009, San Francisco Flow-For the Love of Water – Oct 2009 Crude – Oct 2009 Sylvia Earle: Sustainable Seas - The Vision and the Reality -- Oct 2009 Telluride Mountainfilm – Oct 2009 Call of the Killer Whale – July 2009 Laura Dunn: A Workshop on the Challenges of Environmental Filmmaking – Jun 2009

  12. The Unforeseen – June 2009 Beyond Environmentalism: Culture, Justice, and Global Ecologies – May 2009 Sharkwater: With Filmmaker Rob Stewart – July 2008 Media and the Environment: Communicating about Santa Barbara's Ocean, Air and Land – June 2008(downtown SB) Communicating About Clean Air: Managing Relationships among California Government, the Public, and the Business Community – Feb 2008 Location, Location, Location: The Greening of Hollywood (SBIFF) – Jan 2008

  13. Bren Compass Workshop: Fostering Effective Communication among Scientists, Media, and the General PublicApril 18, 2009 Communication Campaign Evaluation and Effectiveness • Programmatic (Process and Outcomes): Formative, Process, Effect, Impact • Framing (Macro and Interpretation): Definitional, Ideological, Political, Contextual, Cost

  14. Example Effect Evaluation Measures Awareness Knowledge Salience (to audiences) Attitudes (about the specific behavior) Norms (peer, social norm marketing) Self-efficacy Behavioral Intention Behavior, Skills Environmental/System Constraints Media Frames (values positioning, presumed cause) Policy Change (laws, regulation, education, tax)

  15. Graduate Seminar on Communication Campaigns, with Santa Barbara Environmental Campaign Projects Integrated with Allen Planning Project 8 graduate students (2 Bren), 8 undergraduate RAs Some projects continued into 2nd term For the Santa Barbara County Air Pollution Control District: Air Pollution Messages on YouTube; Air Quality Warnings to Students and the Elderly during Fire Season; and Reducing Use of Cars by USCB Students For the Santa Barbara Environmental Services Division Recycling: Recycling in Businesses; and Recycling in Schools

  16. Publications Prestin, A., & Pearce, K. (2010, in press). We care a lot: Formative research for a social marketing campaign to promote school-based recycling. Resources, Conservation and Recycling. Rice, R. E. & Robinson, J. A. (2011, in preparation). Ocean environmental campaigns. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns, 4th ed. Thousand Oaks, CA: Sage.

  17. O’Donnell, C. & Rice, R. E. (2008). Coverage of environmental events in U.S. and U.K. newspapers: Frequency, hazard, specificity, and placement. International Journal of Environmental Studies, 65(5), 637-654.

  18. Bates, C. (2010, in press). The use of social marketing concepts to develop ocean sustainability campaigns. Journal of Social Marketing.

  19. a virtual commons that connects people and provides them with resources to advance ocean sustainability and protect Earth’s ocean ecosystems extensive DO ocean scientist networking platform already developed Dave Toole and Outhink Media have contributed over $75,000 in programming resources $32,000 from Gaines, Melack, Penley, Rice Carsey-Wolf Center provides considerable staff and graduate student time, and some equipment

  20. DO Turns Existing Groups into Communities The estimated 20,000 early career scientists at US universities and laboratories, with thousands more worldwide: DO Five Year Target: 20,000 aware, 35% are active members Scientists The estimated 100,000 enthusiasts who have already contributed several hundred thousand underwater photographs to Flickr: DO Five Year Target: 15,000 active members Photo enthusiasts The estimated 12,000 enthusiasts, divers with underwater cameras, including top-end producers such as Vulcan: DO Five Year Target: 5,000 active members Video enthusiasts The estimated 350,000,000 who have already downloaded the Google Earth software: DO Five Year Target: 50,000 DO browsers a month G. Earth users Starting with 1.5 million students, DO partner NASA GLOBE plans to reach classrooms worldwide: DO Five Year Target: 50,000 students Classroom

  21. DO Creates a New Tide of Opportunities for Scientists to Communicate, Coordinate, and Collaborate social interactions citations media jobs attribution reputation group collaborations live science feeds digital publications

  22. Digital Ocean Project Planning • Year-long series of workshops, planning, background research, developing long-term plan for DigitalOcean • Proposing four initial components: • Digital Ocean Networking Platform • Sampling the Sea • Informal Science Education Network • MPAs and Reserves • Funded by The Paul G. Allen Family Foundation, 2008, $100,000

  23. Extensive DO Background Research and Resources (by Interdisciplinary Group of Graduate Students) • environmental campaigns research literature • ocean-related academic journals • ocean-related Flickr groups • environmental, ocean, ecology academic programs • abstracts of articles on MPAs and Reserves • ocean websites • ocean-themed videogames • online and offline ocean films/videos, photographs • underlying software platforms and applications • People-Ecosystem Action Resource Link Tool Kit • strength-weaknesses-opportunities-threats analysis

  24. online ocean education and social networking project uses ePals platform, Google Earth, SeaWatch, UCSB programming extensive social media use open discussion of fisheries problems among global population of young fish consumers better information about links between fish consumption and production better consumption choices by students goal: 180 teachers, 4,000 students around the globe funded by MacArthur Foundation’s Digital Media and Learning Program, $211,000. Co-PIs: Gaines, Melack, Penley, Rice GSR: Robinson (Bren)

  25. Pre-Registered US Teachers

  26. Curriculum Units and Associated Activities Unit 1 - What’s in the Water? A: Ocean Life Newsletter: Group Project B: Salmon Migration C: Joy to the Fishes in the Deep Blue Sea Unit 2 - Ocean Ecology A: Food Chain Gangs B: What Does a Healthy Ecosystem Look Like? C: A Close Look at Marine Protected Areas D: Pyramid of Life E: Shark Hunt Unit 3 - Who’s Fishing? A: Fish Methods – Fishing Frenzy B: Who, What, How? C: Worldwide Travels of Fish

  27. Curriculum Units and Associated Activities Unit 4 - Fisheries Management A: All Fished Out B: What’s Left to Catch? Have We Exhausted the Inexhaustible? C: Special Management Areas – The ABC’s of Marine Stewardship D: Who’s Counting? Do We Manage the People or the Fish? E: Success Stories Unit 5 - Sustainable Seas A: Sampling the Sea – What’s the Catch? B: Promotional Bumper Stickers C: Kitchen Aid: Seafood Posters for Workers

  28. Extensive Evaluation Process and Summative Levels of analysis: individual teachers and students, class, overall System usage data: pages, social media, uploads/downloads, collaboration Baseline and End surveys: teachers and students Influence of social media use on ocean literacy (knowledge, affect, skills, efficacy, intention) Content analysis of teacher discussion forums Bren Ph.D. Thesis (Robinson)

  29. Recent Proposal Submissions Toole, Caron, Gaines, Rice & Penley. Extending the DigitalOcean Platform. Google, $500,000. 2010. Blanchette & Rice. Exploring Ocean Wilderness: Increasing Public Understanding and Awareness of Marine Protected Areas. National Oceanic and Atmospheric Administration Office of Education. 2011 - 2012, $499,000 (UCSB component). Gaines & Rice. Collaborative Research: DigitalOcean: Informal Science Media Network. DRL-Informal Science Education NSF09-553. 2010 - 2015, $849,233 (UCSB component). UCSB EMI (Center and Bren). Environmental Research, Programs, and Internships. SONY. $25,000 annually, renewable.

  30. Rice. Sampling the Sea: Evaluation of Pilot and Full Implementation. Academic Senate Council on Research and Instructional Resources. 2010 - 2011, $42,600. Rice. Evaluating Sampling the Sea, an Online Seafood Sustainability Social Media Learning Environment. ISBER Social Science Research Grants Program. 2010 - 2011, $6710. Lemenager, Parks, Penley & Rice. Popularizing the Environment: Media, Science, and Culture –Andrew W. Mellon Foundation for a John E. Sawyer Seminar on the Comparative Study of Cultures. 2010 - 2011, $150,000. [not funded] Gaines, Melack, Penley & Rice. DigitalOcean. Submitted to The Paul G. Allen Family Foundation. 2009 - 2010, $1,000,000. [not funded]

  31. Some Book Resources • Cantrill, J. & Oravec, C. (1996). The symbolic earth: Discourse and our creation of the environment. Lexington, KY: University of Kentucky Press. • Corbett, J. (2006). Communicating nature: How we create and understand environmental messages. Washington, DC: Island Press. • Cox, R. (2006). Environmental communication and the public sphere. Thousand Oaks, CA: Sage. • Hayes, R. & Grossman, D. (2006). A scientist's guide to talking with the media: Practical advice from the Union of Concerned Scientists. Cambridge, MA: Union of Concerned Scientists. • Jacobson, S.K. (1999). Communication skills for conservation professionals. Washington, DC: Island Press.

  32. Moser, S. & Dilling, L. (Eds.) (2007). Creating a climate for change: Communicating climate change and facilitating social change. NY: Cambridge University Press. • National Research Council (2002). New tools for environmental protection: Education, information, and voluntary measures. (T. Dietz & P.C. Stern, eds.) Washington, D.C.: National Academy Press • Parker, L.J. (2008). Environmental communication: Messages, media & methods, 2nd ed. Kendall/Hunt Publishing Company. • Environmental campaigns: http://www.comm.ucsb.edu/faculty/rrice/ricelink.htm#CAMPAIGN

  33. Environmental Communication and Science: Need for Interdisciplinarity “Environmental problems are generally complex and blind to disciplinary boundaries. Efforts to devise long-term solutions require collaborative research that integrates knowledge across historically disparate fields, yet the traditional model for training new scientists emphasizes personal independence and disciplinary focus.” Moslemi, J. M., et al. (2009). Training tomorrow’s environmental problem solvers: An integrative approach to graduate education. BioScience, 59(6), 514-521.

  34. Thanks! Comments or Questions?

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