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CHAPTER 4. PUBLIC AWARENESS AND ENVIRONMENTAL EDUCATION

4.2. Environmental Public Awareness

4.2.1. Tools of Public Awareness Development (suite)

One-way communication models (messages from the source to recipients) are utterly useless in involving the public in decision-making processes.

Two-way communication models, providing the exchange of messages between the source of information and its recipients are applied for this purpose. The following can be differentiated:

• A two-way asymmetric model where responses are waited for in order to improve the preparation of information so as to obtain strictly defined and planned reactions of the "recipients".
• A two-way symmetric model where public response is monitored, based on a compromise and negotiations; to a significant extent, the asymmetric model rejects these techniques.

To recapitulate, the two-way symmetric model is most useful in the public involvement process related to the decisions concerning protection of waters in lakes and reservoirs.

• The mass communication process consistent with this model includes the following stages:
  • The first link is the source of messages.
  • The second element of the process is the contents of messages transmitted using various techniques (message vehicles).
  • The last stage constitutes an assessment of response from recipients (feedback).

As shown in Figure 4.2, mass communications is a closed process consisting of several stages which should proceed successively and be repeated many times until the decision for which it has been initiated is implemented and sustainable environmental effects achieved.

Figure 4.2. Public communication process.

Information Sources

Freedom of access to information on the environment is the basic step to achieve satisfactory public involvement in the decision-making processes. The sources of environmental information are decision-makers of governmental, regional and local tiers, environmental protection agencies, and research institutes.

Where the watershed of lakes and water reservoirs covers the territory of several countries, all the above mentioned organizations from all those countries shall become the source of information. The information must be disseminated by technical experts, managers and politicians to focus public attention on the problem.

Contents of the Environmental Information

The level of public environmental awareness depends not only on the quantity and quality of information transferred to the public, but also on the forms and means of its availability. The complicated language of messages hinders their reception and understanding. In spite of necessary simplification, the essence of the problem must be transmitted and correctness of the subject matter maintained. The contents of a message should be suited to the knowledge of the recipients. It is advisable to refer information to the personal experience of the recipient. Information must always be trustworthy and reliable.

(continued)

Table of Contents

• Brochure
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• International Year of Forests
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• World Environment Day
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• UNEP Campaign
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