1. The Communication of Environmental Science and the Science of Environmental Communication: UC Santa Barbara’s Environmental Media Initiative Ronald E. Rice April 27, 12:30-1:30, Bren Hall 1414

2. Partners Partners Environmental Media Initiative Environmental Media Initiative Blue Horizons and Green Screen Blue Horizons and Green Screen Environmental Media Research Focus Group Environmental Media Research Focus Group Conferences and Events Conferences and Events Graduate Seminar on Campaigns with Environmental Projects Graduate Seminar on Campaigns with Environmental Projects Publications Publications DigitalOcean: Planning, Development, Background Research DigitalOcean: Planning, Development, Background Research DigitalOcean: Sampling the Sea DigitalOcean: Sampling the Sea Recent Proposal Submissions Recent Proposal Submissions Book Resources Book Resources Environmental Communication and Science Interdisciplinarity Environmental Communication and Science Interdisciplinarity What is the EMI? Presentation Topics

3. Interdisciplinary Environmental Media Initiative Partners Carsey-Wolf Center for Film, Television, and New Media Carsey-Wolf Center for Film, Television, and New Media Bren School of Environmental Science & Management Bren School of Environmental Science & Management Marine Science Institute Marine Science Institute Department of Communication Department of Communication Department of Film and Media Studies Department of Film and Media Studies Ecology, Evolution, and Marine Biology Department Ecology, Evolution, and Marine Biology Department Environmental Studies Program Environmental Studies Program UCSB Development Offices UCSB Development Offices The Ocean Channel The Ocean Channel New Media Research Institute New Media Research Institute Outhink Media Outhink Media Affiliate Faculty Affiliate Faculty

4. The Carsey-Wolf Center for Film, Television, and New Media sponsors research, teaching, and public programming addressing the complex and ever- changing interactions of media, culture, and society sponsors research, teaching, and public programming addressing the complex and ever- changing interactions of media, culture, and society Media Industries Project Media Industries Project Internship Program Internship Program Environmental Media Initiative Environmental Media Initiative www.cftnm.ucsb.edu www.cftnm.ucsb.edu

5. Environmental Media Initiative brings together environmental scientists with film, media, and communication scholars—drawn from the humanities, arts, and social sciences—to collaborate on teaching, research, and public programming brings together environmental scientists with film, media, and communication scholars—drawn from the humanities, arts, and social sciences—to collaborate on teaching, research, and public programming explores the ways media and the environment influence, structure, and inhabit each other: the environment in media, media in the environment explores the ways media and the environment influence, structure, and inhabit each other: the environment in media, media in the environment an initiative -- just the beginning – next steps? an initiative -- just the beginning – next steps?

6. Blue Horizons (2007 -- )

7. 9 – week summer program with 5 courses: Writing Documentaries Writing Documentaries Films of the Natural and Human Environment Films of the Natural and Human Environment Introduction to Environmental Media Production Introduction to Environmental Media Production Issues in marine Conservation Issues in marine Conservation Advanced Environmental Media Production Advanced Environmental Media Production Teams of environmental science and film/media students create short ocean environmental digital documentaries Teams of environmental science and film/media students create short ocean environmental digital documentaries Funding: Summer Session; SONY; Carsey-Wolf Center Funding: Summer Session; SONY; Carsey-Wolf Center

8. GreenScreen Environmental Media Program (2007 --) brings together students in the arts, humanities, social sciences, and sciences to engage environmental issues in Santa Barbara through artistic production brings together students in the arts, humanities, social sciences, and sciences to engage environmental issues in Santa Barbara through artistic production each year, development, production, and screening of 4 short environmental films each year, development, production, and screening of 4 short environmental films 2010: Cultivating Kids; EcoWatch, Navigating Copenhagen, Plastocalypse 2010: Cultivating Kids; EcoWatch, Navigating Copenhagen, Plastocalypse www.cftnm.ucsb.edu/Programs/EMI/ Teaching/GS_splash.html www.cftnm.ucsb.edu/Programs/EMI/ Teaching/GS_splash.html Funding: UCSB Coastal Fund; UC Institute for Research in the Arts; NASA; Undergraduate Research and Creative Activities; Carsey-Wolf Center Funding: UCSB Coastal Fund; UC Institute for Research in the Arts; NASA; Undergraduate Research and Creative Activities; Carsey-Wolf Center

9. Media and the Environment Conference April 2007 How can traditional and digital media effectively communicate important environmental issues? How can traditional and digital media effectively communicate important environmental issues? How do media technologies and creative processes influence the presentation and portrayal of environmental issues? How do media technologies and creative processes influence the presentation and portrayal of environmental issues? How are environmental issues covered – or not -- by different media forms and outlets? How are environmental issues covered – or not -- by different media forms and outlets? How can media coverage influence public perceptions, understandings and actions concerning the environment? How can media coverage influence public perceptions, understandings and actions concerning the environment?

10. Portraying the Environment Jensen, Varchol: UNEP Sudan Report Jensen, Varchol: UNEP Sudan Report Bernstein: Depiction of environment in print ads Bernstein: Depiction of environment in print ads Reichman: New techniques for portraying environmental science in various media Reichman: New techniques for portraying environmental science in various media Reporting the Environment Weiss, vandeWege: LA Times’ Pulitzer-Prize Winning Altered Oceans Weiss, vandeWege: LA Times’ Pulitzer-Prize Winning Altered Oceans O’Donnell, Rice: US/UK newspaper coverage of environmental issues O’Donnell, Rice: US/UK newspaper coverage of environmental issues Revkin: NY Times environmental reporter on interface between media and the environment Revkin: NY Times environmental reporter on interface between media and the environment Gaines, Kolstad: Science behind media coverage of global warming Gaines, Kolstad: Science behind media coverage of global warming Distributing the Environment Penley: Blue Horizon Summer Environmental Media Program Penley: Blue Horizon Summer Environmental Media Program Hanrahan: Providing environmental content through new media Hanrahan: Providing environmental content through new media Jay: RealTV coverage of global warming Jay: RealTV coverage of global warming

11. Recent Environmental Media Speakers/Films (online videos of some) Earth Days – Nov 2009 Earth Days – Nov 2009 No Impact Man – Nov 2009 No Impact Man – Nov 2009 Digital Ocean: Connecting for Ocean Sustainability – Nov 2009, San Francisco Digital Ocean: Connecting for Ocean Sustainability – Nov 2009, San Francisco Flow-For the Love of Water – Oct 2009 Flow-For the Love of Water – Oct 2009 Crude – Oct 2009 Crude – Oct 2009 Sylvia Earle: Sustainable Seas - The Vision and the Reality -- Oct 2009 Sylvia Earle: Sustainable Seas - The Vision and the Reality -- Oct 2009 Telluride Mountainfilm – Oct 2009 Telluride Mountainfilm – Oct 2009 Call of the Killer Whale – July 2009 Call of the Killer Whale – July 2009 Laura Dunn: A Workshop on the Challenges of Environmental Filmmaking – Jun 2009 Laura Dunn: A Workshop on the Challenges of Environmental Filmmaking – Jun 2009

12. The Unforeseen – June 2009 The Unforeseen – June 2009 Beyond Environmentalism: Culture, Justice, and Global Ecologies – May 2009 Beyond Environmentalism: Culture, Justice, and Global Ecologies – May 2009 Sharkwater: With Filmmaker Rob Stewart – July 2008 Sharkwater: With Filmmaker Rob Stewart – July 2008 Media and the Environment: Communicating about Santa Barbara's Ocean, Air and Land – June 2008 (downtown SB) Media and the Environment: Communicating about Santa Barbara's Ocean, Air and Land – June 2008 (downtown SB) Communicating About Clean Air: Managing Relationships among California Government, the Public, and the Business Community – Feb 2008 Communicating About Clean Air: Managing Relationships among California Government, the Public, and the Business Community – Feb 2008 Location, Location, Location: The Greening of Hollywood (SBIFF) – Jan 2008 Location, Location, Location: The Greening of Hollywood (SBIFF) – Jan 2008

13. Communication Campaign Evaluation and Effectiveness Programmatic (Process and Outcomes): Programmatic (Process and Outcomes): Formative, Process, Effect, Impact Framing (Macro and Interpretation): Framing (Macro and Interpretation): Definitional, Ideological, Political, Contextual, Cost Bren Compass Workshop: Fostering Effective Communication among Scientists, Media, and the General Public April 18, 2009

14. Example Effect Evaluation Measures Awareness Awareness Knowledge Knowledge Salience (to audiences) Salience (to audiences) Attitudes (about the specific behavior) Attitudes (about the specific behavior) Norms (peer, social norm marketing) Norms (peer, social norm marketing) Self-efficacy Self-efficacy Behavioral Intention Behavioral Intention Behavior, Skills Behavior, Skills Environmental/System Constraints Environmental/System Constraints Media Frames (values positioning, presumed cause) Media Frames (values positioning, presumed cause) Policy Change (laws, regulation, education, tax) Policy Change (laws, regulation, education, tax)

16. Graduate Seminar on Communication Campaigns, with Santa Barbara Environmental Campaign Projects Integrated with Allen Planning Project Integrated with Allen Planning Project 8 graduate students (2 Bren), 8 undergraduate RAs 8 graduate students (2 Bren), 8 undergraduate RAs Some projects continued into 2 nd term Some projects continued into 2 nd term For the Santa Barbara County Air Pollution Control District: Air Pollution Messages on YouTube; Air Quality Warnings to Students and the Elderly during Fire Season; and Reducing Use of Cars by USCB Students For the Santa Barbara County Air Pollution Control District: Air Pollution Messages on YouTube; Air Quality Warnings to Students and the Elderly during Fire Season; and Reducing Use of Cars by USCB Students For the Santa Barbara Environmental Services Division Recycling: Recycling in Businesses; and Recycling in Schools For the Santa Barbara Environmental Services Division Recycling: Recycling in Businesses; and Recycling in Schools

17. Publications Prestin, A., & Pearce, K. (2010, in press). We care a lot: Formative research for a social marketing campaign to promote school-based recycling. Resources, Conservation and Recycling. Rice, R. E. & Robinson, J. A. (2011, in preparation). Ocean environmental campaigns. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns, 4th ed. Thousand Oaks, CA: Sage.

18. O’Donnell, C. & Rice, R. E. (2008). Coverage of environmental events in U.S. and U.K. newspapers: Frequency, hazard, specificity, and placement. International Journal of Environmental Studies, 65(5), 637-654.

19. Bates, C. (2010, in press). The use of social marketing concepts to develop ocean sustainability campaigns. Journal of Social Marketing.

20. a virtual commons that connects people and provides them with resources to advance ocean sustainability and protect Earth’s ocean ecosystems a virtual commons that connects people and provides them with resources to advance ocean sustainability and protect Earth’s ocean ecosystems extensive DO ocean scientist networking platform already developed extensive DO ocean scientist networking platform already developed Dave Toole and Outhink Media have contributed over $75,000 in programming resources Dave Toole and Outhink Media have contributed over $75,000 in programming resources $32,000 from Gaines, Melack, Penley, Rice $32,000 from Gaines, Melack, Penley, Rice Carsey-Wolf Center provides considerable staff and graduate student time, and some equipment Carsey-Wolf Center provides considerable staff and graduate student time, and some equipment

21. Scientists Photoenthusiasts Video enthusiasts Earth G. Earth users Classroom The estimated 20,000 early career scientists at US universities and laboratories, with thousands more worldwide: DO Five Year Target: 20,000 aware, 35% are active members The estimated 100,000 enthusiasts who have already contributed several hundred thousand underwater photographs to Flickr: DO Five Year Target: 15,000 active members The estimated 12,000 enthusiasts, divers with underwater cameras, including top-end producers such as Vulcan: DO Five Year Target: 5,000 active members The estimated 350,000,000 who have already downloaded the Google Earth software: DO Five Year Target: 50,000 DO browsers a month Starting with 1.5 million students, DO partner NASA GLOBE plans to reach classrooms worldwide: DO Five Year Target: 50,000 students DO Turns Existing Groups into Communities

22. DO Creates a New Tide of Opportunities for Scientists to Communicate, Coordinate, and Collaborate social interactions group collaborations digital publications live science feeds citationsmediajobsattributionreputation

23. Digital Ocean Project Planning Year-long series of workshops, planning, background research, developing long-term plan for DigitalOcean Year-long series of workshops, planning, background research, developing long-term plan for DigitalOcean Proposing four initial components: Proposing four initial components: Digital Ocean Networking Platform Digital Ocean Networking Platform Sampling the Sea Sampling the Sea Informal Science Education Network Informal Science Education Network MPAs and Reserves MPAs and Reserves Funded by The Paul G. Allen Family Foundation, 2008, $100,000 Funded by The Paul G. Allen Family Foundation, 2008, $100,000

24. Extensive DO Background Research and Resources (by Interdisciplinary Group of Graduate Students) environmental campaigns research literature environmental campaigns research literature ocean-related academic journals ocean-related academic journals ocean-related Flickr groups ocean-related Flickr groups environmental, ocean, ecology academic programs environmental, ocean, ecology academic programs abstracts of articles on MPAs and Reserves abstracts of articles on MPAs and Reserves ocean websites ocean websites ocean-themed videogames ocean-themed videogames online and offline ocean films/videos, photographs online and offline ocean films/videos, photographs underlying software platforms and applications underlying software platforms and applications People-Ecosystem Action Resource Link Tool Kit People-Ecosystem Action Resource Link Tool Kit strength-weaknesses-opportunities-threats analysis strength-weaknesses-opportunities-threats analysis

25. online ocean education and social networking project online ocean education and social networking project uses ePals platform, Google Earth, SeaWatch, UCSB programming uses ePals platform, Google Earth, SeaWatch, UCSB programming extensive social media use extensive social media use open discussion of fisheries problems among global population of young fish consumers open discussion of fisheries problems among global population of young fish consumers better information about links between fish consumption and production better information about links between fish consumption and production better consumption choices by students better consumption choices by students goal: 180 teachers, 4,000 students around the globe goal: 180 teachers, 4,000 students around the globe funded by MacArthur Foundation’s Digital Media and Learning Program, $211,000. funded by MacArthur Foundation’s Digital Media and Learning Program, $211,000.Co-PIs: Gaines, Melack, Penley, Rice GSR: Robinson (Bren)

26. Pre-Registered US Teachers

27. Curriculum Units and Associated Activities Unit 1 - What’s in the Water? Unit 1 - What’s in the Water? A: Ocean Life Newsletter: Group Project B: Salmon Migration C: Joy to the Fishes in the Deep Blue Sea Unit 2 - Ocean Ecology Unit 2 - Ocean Ecology A: Food Chain Gangs B: What Does a Healthy Ecosystem Look Like? C: A Close Look at Marine Protected Areas D: Pyramid of Life E: Shark Hunt Unit 3 - Who’s Fishing? Unit 3 - Who’s Fishing? A: Fish Methods – Fishing Frenzy B: Who, What, How? C: Worldwide Travels of Fish

28. Curriculum Units and Associated Activities Unit 4 - Fisheries Management Unit 4 - Fisheries Management A: All Fished Out B: What’s Left to Catch? Have We Exhausted the Inexhaustible? C: Special Management Areas – The ABC’s of Marine Stewardship D: Who’s Counting? Do We Manage the People or the Fish? E: Success Stories Unit 5 - Sustainable Seas Unit 5 - Sustainable Seas A: Sampling the Sea – What’s the Catch? B: Promotional Bumper Stickers C: Kitchen Aid: Seafood Posters for Workers

31. Extensive Evaluation Process and Summative Process and Summative Levels of analysis: individual teachers and students, class, overall Levels of analysis: individual teachers and students, class, overall System usage data: pages, social media, uploads/downloads, collaboration System usage data: pages, social media, uploads/downloads, collaboration Baseline and End surveys: teachers and students Baseline and End surveys: teachers and students Influence of social media use on ocean literacy (knowledge, affect, skills, efficacy, intention) Influence of social media use on ocean literacy (knowledge, affect, skills, efficacy, intention) Content analysis of teacher discussion forums Content analysis of teacher discussion forums Bren Ph.D. Thesis (Robinson) Bren Ph.D. Thesis (Robinson)

32. Recent Proposal Submissions Toole, Caron, Gaines, Rice & Penley. Extending the DigitalOcean Platform. Google, $500,000. 2010. Toole, Caron, Gaines, Rice & Penley. Extending the DigitalOcean Platform. Google, $500,000. 2010. Blanchette & Rice. Exploring Ocean Wilderness: Increasing Public Understanding and Awareness of Marine Protected Areas. National Oceanic and Atmospheric Administration Office of Education. 2011 - 2012, $499,000 (UCSB component). Blanchette & Rice. Exploring Ocean Wilderness: Increasing Public Understanding and Awareness of Marine Protected Areas. National Oceanic and Atmospheric Administration Office of Education. 2011 - 2012, $499,000 (UCSB component). Gaines & Rice. Collaborative Research: DigitalOcean: Informal Science Media Network. DRL-Informal Science Education NSF09-553. 2010 - 2015, $849,233 (UCSB component). Gaines & Rice. Collaborative Research: DigitalOcean: Informal Science Media Network. DRL-Informal Science Education NSF09-553. 2010 - 2015, $849,233 (UCSB component). UCSB EMI (Center and Bren). Environmental Research, Programs, and Internships. SONY. $25,000 annually, renewable. UCSB EMI (Center and Bren). Environmental Research, Programs, and Internships. SONY. $25,000 annually, renewable.

33. Rice. Sampling the Sea: Evaluation of Pilot and Full Implementation. Academic Senate Council on Research and Instructional Resources. 2010 - 2011, $42,600. Rice. Sampling the Sea: Evaluation of Pilot and Full Implementation. Academic Senate Council on Research and Instructional Resources. 2010 - 2011, $42,600. Rice. Evaluating Sampling the Sea, an Online Seafood Sustainability Social Media Learning Environment. ISBER Social Science Research Grants Program. 2010 - 2011, $6710. Rice. Evaluating Sampling the Sea, an Online Seafood Sustainability Social Media Learning Environment. ISBER Social Science Research Grants Program. 2010 - 2011, $6710. Lemenager, Parks, Penley & Rice. Popularizing the Environment: Media, Science, and Culture –Andrew W. Mellon Foundation for a John E. Sawyer Seminar on the Comparative Study of Cultures. 2010 - 2011, $150,000. [not funded] Lemenager, Parks, Penley & Rice. Popularizing the Environment: Media, Science, and Culture –Andrew W. Mellon Foundation for a John E. Sawyer Seminar on the Comparative Study of Cultures. 2010 - 2011, $150,000. [not funded] Gaines, Melack, Penley & Rice. DigitalOcean. Submitted to The Paul G. Allen Family Foundation. 2009 - 2010, $1,000,000. [not funded] Gaines, Melack, Penley & Rice. DigitalOcean. Submitted to The Paul G. Allen Family Foundation. 2009 - 2010, $1,000,000. [not funded]

34. Cantrill, J. & Oravec, C. (1996). The symbolic earth: Discourse and our creation of the environment. Lexington, KY: University of Kentucky Press. Cantrill, J. & Oravec, C. (1996). The symbolic earth: Discourse and our creation of the environment. Lexington, KY: University of Kentucky Press. Corbett, J. (2006). Communicating nature: How we create and understand environmental messages. Washington, DC: Island Press. Corbett, J. (2006). Communicating nature: How we create and understand environmental messages. Washington, DC: Island Press. Cox, R. (2006). Environmental communication and the public sphere. Thousand Oaks, CA: Sage. Cox, R. (2006). Environmental communication and the public sphere. Thousand Oaks, CA: Sage. Hayes, R. & Grossman, D. (2006). A scientist's guide to talking with the media: Practical advice from the Union of Concerned Scientists. Cambridge, MA: Union of Concerned Scientists. Hayes, R. & Grossman, D. (2006). A scientist's guide to talking with the media: Practical advice from the Union of Concerned Scientists. Cambridge, MA: Union of Concerned Scientists. Jacobson, S.K. (1999). Communication skills for conservation professionals. Washington, DC: Island Press. Jacobson, S.K. (1999). Communication skills for conservation professionals. Washington, DC: Island Press. Some Book Resources

35. Moser, S. & Dilling, L. (Eds.) (2007). Creating a climate for change: Communicating climate change and facilitating social change. NY: Cambridge University Press. Moser, S. & Dilling, L. (Eds.) (2007). Creating a climate for change: Communicating climate change and facilitating social change. NY: Cambridge University Press. National Research Council (2002). New tools for environmental protection: Education, information, and voluntary measures. (T. Dietz & P.C. Stern, eds.) Washington, D.C.: National Academy Press National Research Council (2002). New tools for environmental protection: Education, information, and voluntary measures. (T. Dietz & P.C. Stern, eds.) Washington, D.C.: National Academy Press Parker, L.J. (2008). Environmental communication: Messages, media & methods, 2nd ed. Kendall/Hunt Publishing Company. Parker, L.J. (2008). Environmental communication: Messages, media & methods, 2nd ed. Kendall/Hunt Publishing Company. Environmental campaigns: http://www.comm.ucsb.edu/faculty/rrice/ricelink.htm# CAMPAIGN Environmental campaigns: http://www.comm.ucsb.edu/faculty/rrice/ricelink.htm# CAMPAIGN http://www.comm.ucsb.edu/faculty/rrice/ricelink.htm# CAMPAIGN http://www.comm.ucsb.edu/faculty/rrice/ricelink.htm# CAMPAIGN

36. Environmental Communication and Science: Need for Interdisciplinarity “Environmental problems are generally complex and blind to disciplinary boundaries. Efforts to devise long-term solutions require collaborative research that integrates knowledge across historically disparate fields, yet the traditional model for training new scientists emphasizes personal independence and disciplinary focus.” Moslemi, J. M., et al. (2009). Training tomorrow’s environmental problem solvers: An integrative approach to graduate education. BioScience, 59(6), 514-521.

37. Thanks! Comments or Questions?