Culture of garbage to waste culture: strategic communication for changing public attitudes

Authors

  • Javier Guevara Martínez Conselho Nacional de Pesquisa. Laboratório de Intervenção Sócio-Ambiental de la Universidade Federal do Recóncavo da Bahía; Fundação de Amparo à Pesquisa do Estado da Bahia, Brasil
  • Samaria Guevara Fiore Universidad Autónoma de Morelos. Secretaría de Cultura, Gobierno del Estado de Morelos en Cuernavaca, México

Keywords:

garbage selection, wastes, pro-environmental behavior, cultural change, persuasive communication, attitudinal assessment

Abstract

This is a partial report of a complex investigation which is part and which is articulated. That addresses the problem of waste as a social rather than technical problems, making its solution depend cultural change in population and social participation. Garbage is only when mixed with wastes, so as to avoid this is not to create it. So, the research seeks a cultural change: generating a pro-environmental attitudes and behavior through strategies of persuasive communication and social influence, to move from a culture of waste to a culture of waste separation.

For this research three main stages are unfold:

1.       The socio-cognitive status of an experimental population is assessed (eight thousand citizens) to locate attitudes (emphasizing the main body of beliefs) related to the separation of domestic waste and garbage collection service.

2.       Various strategies of persuasive communication and social influence are deployed to generate an attitudinal and behavioral change of the study population.

3.       It is evaluated the same universe in order to know how much changed the attitudes and behaviors of the population in relation to the objects of initial evaluation.

This article describes two moments of attitudinal assessment: by adapting to the scale of Osgood a first assessment (pretest) is performed; various persuasive communication strategies are developed and the second attitudinal assessment 18 months after (post-test) is performed, to see how they changed the population, in which direction, and the weighting of deployed strategies. The research concluded successfully changing attitudes of eight thousand citizens.  

 

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Author Biographies

Javier Guevara Martínez, Conselho Nacional de Pesquisa. Laboratório de Intervenção Sócio-Ambiental de la Universidade Federal do Recóncavo da Bahía; Fundação de Amparo à Pesquisa do Estado da Bahia, Brasil

Doctor en Psicología Social por la Universitet Jagielonski (Cracovia, Polonia); Lic. En Psicología por la Benemérita Universidad Autónoma de Puebla (México); fue becario por más de una década del Sistema Nacional de Investigadores-SNI en México, actualmente es becario del Conselho Nacional de Pesquisa-CNPq, con adscripción en el Laboratório de Intervenção Sócio-Ambiental de la Universidade Federal do Recóncavo da Bahía, Brasil, donde coordina una intervención para el manejo ciudadano de residuos, con financiamiento de la Fundação de Amparo à Pesquisa do Estado da Bahia (FAPESB). Coordinó la investigación Estrategias de participación social para el reciclaje de desechos sólidos domésticos financiada por el CONACyT, de la cual se desprende el presente reporte. Ha publicado recientemente “Trama social y locus de acción grupal: localización de grupos a escala de la ciudad para la intervención ambiental en Quaderns de Psicologia de la Universidad Autónoma de Barcelona; Ecología humana y acción pro-ambiental: alteridades recíprocas aula-escuelacomunidad para el manejo sustentable de residuos, en la Revista Latinoamericana de Psicología, y se encuentra en edición el capítulo Tempo livre, qualidade de vida e população de risco nos bairros do centro histórico, en el libro “Política ambiental: contribuições interdisciplinares para um projeto de futuro”, que está siendo editado por la Educ de la PUC, Sao Paulo.

Samaria Guevara Fiore, Universidad Autónoma de Morelos. Secretaría de Cultura, Gobierno del Estado de Morelos en Cuernavaca, México

Licenciada en Diseño Gráfico por la Benemérita Universidad Autónoma de Puebla, Maestría en Diseño y Arte en la Universidad Autónoma de Morelos. Coordinó el área de Comunicación Persuasiva en la investigación Estrategias de participación social para el reciclaje de desechos sólidos domésticos financiada por el CONACyT, de la cual se desprende el presente reporte. Fue Coordinadora General del Centro de Educación y Cultura Ambiental, Granja didáctica El Mezquite; actualmente se desempeña en la Coordinación de Museos de la Secretaría de Cultura, Gobierno del Estado de Morelos en Cuernavaca, México

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Published

2015-12-28

How to Cite

Guevara Martínez, J., & Guevara Fiore, S. (2015). Culture of garbage to waste culture: strategic communication for changing public attitudes. Cuadernos De H Ideas, 9(9). Retrieved from https://perio.unlp.edu.ar/ojs/index.php/cps/article/view/2800

Issue

Vol. 9 No. 9 (2015)

Section

Artículos

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