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Between public and brand engagement: communicating an ecological crisis


Dodd, B and Lester, L, Between public and brand engagement: communicating an ecological crisis, The 69th Annual International Communication Association Conference, 24-28 May, Washington, D.C. (2019) [Conference Extract]

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Despite its prominence for research endeavours, there is scarce agreement about what constitutes ‘public engagement’ (Davies, 2013) or, relatedly, how engagement practices do or should shape the framing of scientific research. To contribute to the crucial task of building evidence-based knowledge for research institutions seeking to engage the public, we conduct a comparative frame analysis of one prominent example: a research project led by Australia’s Commonwealth Scientific Industrial Research Organisation (CSIRO) called Swarm Sensing but better known as ‘Bees with Backpacks’. As the research was promoted, firstly, by a scientific body, CSIRO, and, secondly, by a corporate sponsor of the research, Intel, this presents an opportunity to analyse two practices of public engagement that are seldom considered comparatively: public engagement with science and technology, and consumer brand engagement. We are thus able to map opportunities and liabilities regarding the incorporation of branding strategies in the communication of science.

Item Details

Item Type:Conference Extract
Keywords:science communication, environmental communication, framing, environmental communication, civic engagement, environmental communication
Research Division:Language, Communication and Culture
Research Group:Communication and media studies
Research Field:Communication studies
Objective Division:Culture and Society
Objective Group:Communication
Objective Field:The media
UTAS Author:Dodd, B (Mr Bill Dodd)
UTAS Author:Lester, L (Professor Libby Lester)
ID Code:132273
Year Published:2019
Deposited By:Office of the School of Creative Arts and Media
Deposited On:2019-05-01
Last Modified:2019-09-13

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