Comunicação climática engajadora: as acções da Associação de Jornalistas Ambientais - AJA, e o impacto no seu público-alvo

Abstract

The present work studied Engaging Climate Communication, a communication that essentially aims to improve public awareness and understanding of the phenomena of climate change, generate greater levels of care and concern and motivate greater support for political solutions and behavioral changes, focusing on the actions of the Association of Environmental Journalists Aja, and its impact on its target audience. The main objective of this study was to understand the extent to which the Association of Environmental Journalists (AJA) makes use of the effective strategies that guide Climate Engagement Communication in the scope of its environmental activities. The categories of analysis were: (1) informing and educating individuals about climate change; (2) prioritize audiences most likely to engage with climate change news (3) cooperate with governmental and non-governmental organizations to promote and bring about changes in social norms and cultural values that are not conducive to the environment. The analysis and interpretation of the data was based on a mixed methodological approach, i.e., qualitative and quantitative. For data collection, this research used interview, observation and documentary techniques. During the research, it was noticed that AJA, despite having a considerable level of engagement and education of the environment, especially on climate change, needs to improve its way of communicating with its target audience, from the point of view of strategies, means and techniques of engagement, as well as investing more in the publication and transmission of educational information, that can "improve public awareness and understanding of climate issues, generate greater levels of care and concern, and motivate greater support for policy solutions and behavioral change