O papel das ONGS ambientalistas na comunicação das mudanças climáticas: um caminho para o engajamento

Abstract

How can we improve the engagement of the (different kind of) public with the climate change (CC) issue? The present study joins several others that seek to answer this question by adopting different perspectives. As part of this scenario, the work sought to investigate the way CC is communicated through the work of Brazilian nongovernmental organizations’ (NGOs) practice. This starting point is based on two triggers: (1) the increasing participation of organized civil society (represented here in the form of NGOs) in the discussions, elaboration and execution of public policies directed to CC; and (2) understanding communication as one of the starting points for engagement, which carries a great potential for public mobilization. Thus, the present study study adopted a qualitative and exploratory approach, involving semi-structured interviews with 11 participants who work on the theme, representing the NGOs of which they are part. As part of the interviews, I requested indications of materials of an "ideal" climate communication, a step that was added to the content of the interviews, a set that was later submitted to content analysis. As a result, it is perceived that defining and communicating MCs is not a simple task, even for a high-level audience, and that this difficulty tells of a series of challenges that encompass the nature of the phenomenon, the ways which it has traditionally been communicated and the various social factors involved. The solutions presented by the participants, adding to the indicated materials, point out possible ways that can circumvent and overcome these different natures of the challenges encountered, providing subsidies to enhance the climate communication.