Using Stakeholders' Views: A Social Science Methodology for the Inclusive Design of Environmental Communications

Environmental education and communications may not be received openly by some audiences on the grounds that content represents only one perspective on an issue. Accordingly there is increasing appreciation of the need to recognize and include diverse groups' perspectives when designing environmental communications in order to reach and affect broad audiences with differing backgrounds and beliefs. This article describes a research methodology developed in response to these needs that was applied in a project to create a master plan for wetlands education in the Greater Great Salt Lake ecosystem. The research design uses focus group and social research survey methods to gather information about the diverse perspectives held by stakeholder groups and the general public, as well as their knowledge of and attitudes toward a contentious natural resource issue. The information can be used to determine what environmental communication messages need to be developed and how best to deliver them. The methodology described can be used for the inclusive development of environmental communications that have the potential to affect diverse audiences. [environmental education, environmental communication, stakeholder, wetland education, public involvement]