Mode 3: Creating a sense of identification
Interventions that foster emotional and cognitive identification by resonating with people’s concerns, values and attachments can be a powerful way to promote change.
Read the following article to gain an insight into how popularisation strategies were employed by civic society groups to oppose genetic modification in New Zealand. In particular, pages 502-504 highlight the role of identification and mobilisation.
Judy Motion, Shirley Leitch and C. Kay Weaver, “Popularizing Dissent: A Civil Society Perspective,” 24, 4 (2015): 496–510.
One of the key conclusions of the article is:
Communication that emphasizes everyday meanings and aligns with socio-political concerns offers possibilities for meaningfulness that carefully crafted scientific messages struggle to counter. ‘Inventing’ and constructing GM science as a problem of unacceptable intrusion into everyday life meant that calls for action could be readily developed within the everyday practices of consumers. (p 507)
© UNSW Australia 2016