Lucy Atkinson is an associate professor in the Stan Richards School of Advertising & PR in the Moody College of Communication at the University of Texas at Austin. Her research looks at the connections between mass media, civic engagement and consumer culture, with a focus on environmental and political communication’s role in fostering forms of sustainable citizenship. She focuses on the ways message components (like visual elements, argument frames, source factors) in environmental communication campaigns interact with other message components to influence environmental attitudes, beliefs and behaviors. Atkinson’s work has appeared in top-ranked flagship outlets, like the Journal of Advertising and the International Journal of Communication, and in highly regarded specialty publications, like Environmental Communication and Science Communication. Before pursuing her doctorate, Atkinson worked for several years as a newspaper reporter in New York and as a public relations consultant in Madison, WI.
Successfully communicating with audiences about issues of sustainability requires, in part, creating effective messages. As countless public opinion and consumer polls demonstrate, even those individuals who claim to hold environmental values and favor living more sustainably often fail to follow through on these attitudes. Bridging this attitude-behavior gap, or green gap, requires effective communication campaigns. Even the most inspiring advances in sustainable technology or engineering would be for naught without a compelling and effective pitch to the relevant audiences of interest. In this presentation, Atkinson will discuss some of her research that has examined mass media messages to understand which factors make for more effective messaging focusing in particular on research exploring the role of visual elements in pro-environmental messages.
13 July 2017 / 14h30 / Anfiteatro 1
U.Porto Media Innovation Labs, Praça Coronel Pacheco, 15, Porto.