The power of storytelling in communicating circular economy: Crafting compelling communications to popularize circular economy and incentivise action among nonexperts
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Författare
Typ
Examensarbete för masterexamen
Program
Modellbyggare
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Sammanfattning
Circular Economy (CE) is regarded as one of the promising solutions to sustainable
future. However, CE is made upon multiple schools of thought and theories and
frequently seen as a complex term with many definitions. This raises difficulties of
communicating the term to nonexperts, who might understand CE on a simple level.
Awareness raising and communication for general public is suggested as one of the
interventions to accelerate the transition to the circular future. Storytelling is one of
the effective ways to communicate complex and multidimensional terms and issues,
which got interest in academia and science communication as well. Stories can
provoke thinking, reflecting, and can be effective to influence people. However,
human behaviour is complex to have an impact on. This master’s thesis explores CE
students, as emerging experts, that have a transformative potential for the change
through conversations they have with nonexperts and stories they tell around CE. If
CE students dare to step in that area, this thesis attempts to support them in
achieving some clarity and preparing them to tell effective stories that show the
whole complex picture of CE term. This thesis covered the main research question:
How can Circular Economy students, as emerging experts, craft compelling
communications with the help of storytelling to popularise circular economy and
incentivize action among nonexperts? After learning from literature review,
interviewing experts from private sector and academia, and surveying CE students,
steps on how to become a better storyteller were tested in two workshops. The data
was sorted and analysed with the help of Affinity Diagramming and recommended
steps were adjusted that designed into a toolkit for CE students. The toolkit provides
steps, illustrated as a circular journey, that can prepare emerging CE experts to talk
to general public by raising important questions.
Beskrivning
Ämne/nyckelord
circular economy, storytelling, behaviour, nonexperts, communications