Message framing strategies for effective marine conservation communication

Abstract

1. Human activities are a major source of threat to marine ecosystems. Solutions thus require changes to or cessation of those activities in addition to multiple restorative and conservation effortsall of which, in turn, require public support for success. However, scientific understanding of threats to marine ecosystems has not paralleled public understanding of those threats in many jurisdictions. Highly complex, interwoven, distant, vulnerable to multiple stressors, and hosting biota that are biologically unfamiliar to people, marine ecosystems present unique communication challenges. 2. The merits of effective communication capable of motivating behavioural change, policy action and support for marine conservation are often emphasized. To date, however, environmental communication, as a field, has largely focused on terrestrial ecosystems and more recently on climate change, leaving research-informed marine conservation communication neglected. 3. Adding to the small compilation of marine conservation communication literature, this integrative review provides a new understanding of how six message frames (emotional, problem/solution, outcome, value-based, distance, and social norm) can interactively help enhance the effectuality of conservation messages. Insights from the framing-related literature are merged with those from relevant fields including the theoretical literature, and the behavioural, social, and environmental sciences to define concepts, provide examples and explain the relevance of the six identified frames. The potential strength of these frames are discussed and suggestions on how they might be used to communicate different marine conservation issues are provided.

Communicating complex marine science: Does media format matter?

“…Participants' comments highlighted a limitation in our framing of action knowledge. While action knowledge in solution frames could include a combination of individual and collective actions that the public can take, these may need strengthening with efficacy and social norm frames (Kolandai‐Matchett & Armoudian, 2020) – two frames that were not incorporated in this study's communication material. Particularly important are efficacy in political response, including government and industry actions (Bolsen & Shapiro, 2018).…”

“…Within the context of environmental communication, message framing can change audiences' attitudes and perceptions about environmental problems and/or recommended behaviour (Davis, 1995; Pelletier & Sharp, 2008; Lakoff, 2010; Cheng, Woon & Lynes, 2011). In this study, the researchers used frames identified as relevant for MCC (Kolandai‐Matchett & Armoudian, 2020) in the design of the communication materials (see Subsection 2.2 and Supporting information) based on the rationale that they would likely enhance message effectiveness in terms of motivating conservation actions.…”

Communicating complex ocean issues: How strategically framed messages affect awareness and motivation when conveyed using narrative vs. expository language

“…Studies could explore how any lingering ‘public paralysis’ effects from past climate change communication (Norgaard, 2011) might be ameliorated by framing the two problems differently, e.g. through social norm , solution and efficacy frames (for details see Kolandai‐Matchett & Armoudian, 2020).…”

“…Frames are critical in conservation communication as they help shape audiences’ attitudes, perceptions and behaviours (Davis, 1995; Pelletier & Sharp, 2008; Cheng, Woon & Lynes, 2011). In this study, to enhance the effectuality potential of their messages about OA (see Supporting Information) and visuals, the authors used a combination of social norm , self‐efficacy , emotional , distance , outcome , value‐based and solution frames identified in the environmental and marine conservation communication literature (see, Kolandai‐Matchett & Armoudian, 2020). Table 1 provides the rationales for these frames’ selection and describes their textual and visual uses (Hansen & Machin, 2013).…”

“…However, while using framing strategies to enhance message effectiveness (i.e. to influence audience reception, perception and behaviour) has gained emphasis in the environmental communication literature (see, for examples, Pelletier & Sharp, 2008; Brulle, 2010; Cheng, Woon & Lynes, 2011; Corner et al, 2015), as noted in a preceding review, their use within marine conservation communication remains scarcely documented (see, Kolandai‐Matchett & Armoudian, 2020). In this paper, the researchers describe their selection and use of seven message frames to explain OA and its consequences effectively to a public audience and to motivate their support for mitigative policies and individual actions.…”