Analyzing Climate Change Campaigns: Theories and Cultural Impact

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Slide 1: Introduction

Climate change is described as a global crisis that has diversified perspectives throughout the world (Hase et al. (2021). Using Social Judgments Theory, Symbolic Convergence Theory, Semiotics Theory, and Elaboration Likelihood Theory, the presentation providesan analysis of how the application of these theories impacts climate change campaigns across countries. This critical approach presents opportunities for an examination of the influence of cultural context on public perception and response to climate messaging, further highlighting the need for appropriate communication strategies in addressing the problem.

Slide 2: Social Judgments Theory

According to Schwarz et al. (2021), Social Judgments Theory proposes that people judge messages following their historical thoughts and feelings. This theory implies that the interpretation of messages by people falls under landscapes of acceptance, rejection, or non-commitment, hence showing that message interpretation is subjective. The fact that people with strong opinions will always reject information that contradicts their opinion makes it hard to communicate effectively on climate change. The theory helps deliver strategic approaches to solving problems within society by understanding people's attitudes. 

Slide 3: Campaign: ‘Double Australia's Rooftop Solar Capacity by 2030’

The "Double Australia's Rooftop Solar Capacity by 2030" aims to increase the consumption of renewable energy across both rural and urban Australia (Nicholson, 2024). Figure 1 shows an alarming increase of 2% in the consumption of energy for 2022–23 (Australian Government, 2024). The increasing pattern of energy consumption demands moving to sustainable alternatives sooner. This strategy targets latitude of acceptance as proposed in Social Judgments Theory using the campaign by targeting people who value sustainability in Australia. This way, increased public support is created regarding solar energy, and the objective of the campaign is further aligned with the values and beliefs of the public. Concerns of resisters will be difficult to address when the regions have been dependent on fossil fuels. All of these different views must be acknowledged for the campaign to be successful in pushing towards renewable energy as a collective step.

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