Using social marketing to bridge the gap between systematic conservation planning and implementation at the local government level
- Authors: Wilhelm-Rechmann, Angelika
- Date: 2011
- Subjects: Nature conservation -- South Africa -- Eastern Cape , Land use -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:10603 , http://hdl.handle.net/10948/1550 , Nature conservation -- South Africa -- Eastern Cape , Land use -- South Africa -- Eastern Cape
- Description: The study presented here describes an attempt to bridge the gap between systematic conservation assessment and decision-making for land-use planning in the Eastern Cape province, South Africa. The aim was to investigate how to effectively convince officials concerned with land use planning processes in the local municipal sphere to include conservation priorities meaningfully in their processes. The approach used to reach this aim was social marketing, the use of marketing technologies and concepts to effect behavior changes to further societal good. So far social marketing is not commonly used in the conservation domain; I therefore aimed also at proving the usefulness of this approach for conservation. Following the introduction which provides background to the project and a more detailed summary, Chapter 2 provides a detailed and comprehensive review of the considerations and concepts regarding the use of social marketing in a context geared at protecting nature. The research on the primary target group for this study, officials concerned with land use planning processes in the local municipal sphere is described in Chapter 3. The main outcomes were that land use planners perceive few needs with regards to implementing the incorporation of biodiversity conservation issues in the land use planning process, and that the deficiencies in the land use planning process per se, as well as the lack of recognition in the political sphere (the domain of elected councilors), represent the core barriers to adopting the conservation priorities. I conclude that to effect behavior change towards adoption of conservation priorities the land use planning processes need to be supported and the political sphere need to be included in the behavior change process. 6 Chapter 4 therefore focuses on the new target group that emerged as essential in the previous chapter, locally elected councilors. I found that councilors do actually consider land use planning procedures as being important, but also as being dysfunctional. Councilors do value their natural environment for themselves as well as for its tourism value, but most councilors had little understanding of what the term “biodiversity” means and did not connect the term “sustainability” with the natural environment. It became also evident, that councilors do not see conservation in a predominantly positive manner. Chapter 5 therefore yields insight on councilor’s perception that environmental protection and development are mutually exclusive, and the negative frames attached to the conservation endeavor as being socially unjust, disrespectful and utopian. In Chapter 6 I investigated the usefulness of a tractable and well established measure of environmental attitudes or beliefs. I assessed my target audience’s responses to the New Ecological Paradigm scale and the Inclusion of Nature in Self scale. I conclude in Chapter 7 with an account of the difficulties I encountered during the project, an assessment of my project from a social marketing perspective, components of my project that did not yield the results expected, and a proposal for future research.
- Full Text:
- Date Issued: 2011
- Authors: Wilhelm-Rechmann, Angelika
- Date: 2011
- Subjects: Nature conservation -- South Africa -- Eastern Cape , Land use -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:10603 , http://hdl.handle.net/10948/1550 , Nature conservation -- South Africa -- Eastern Cape , Land use -- South Africa -- Eastern Cape
- Description: The study presented here describes an attempt to bridge the gap between systematic conservation assessment and decision-making for land-use planning in the Eastern Cape province, South Africa. The aim was to investigate how to effectively convince officials concerned with land use planning processes in the local municipal sphere to include conservation priorities meaningfully in their processes. The approach used to reach this aim was social marketing, the use of marketing technologies and concepts to effect behavior changes to further societal good. So far social marketing is not commonly used in the conservation domain; I therefore aimed also at proving the usefulness of this approach for conservation. Following the introduction which provides background to the project and a more detailed summary, Chapter 2 provides a detailed and comprehensive review of the considerations and concepts regarding the use of social marketing in a context geared at protecting nature. The research on the primary target group for this study, officials concerned with land use planning processes in the local municipal sphere is described in Chapter 3. The main outcomes were that land use planners perceive few needs with regards to implementing the incorporation of biodiversity conservation issues in the land use planning process, and that the deficiencies in the land use planning process per se, as well as the lack of recognition in the political sphere (the domain of elected councilors), represent the core barriers to adopting the conservation priorities. I conclude that to effect behavior change towards adoption of conservation priorities the land use planning processes need to be supported and the political sphere need to be included in the behavior change process. 6 Chapter 4 therefore focuses on the new target group that emerged as essential in the previous chapter, locally elected councilors. I found that councilors do actually consider land use planning procedures as being important, but also as being dysfunctional. Councilors do value their natural environment for themselves as well as for its tourism value, but most councilors had little understanding of what the term “biodiversity” means and did not connect the term “sustainability” with the natural environment. It became also evident, that councilors do not see conservation in a predominantly positive manner. Chapter 5 therefore yields insight on councilor’s perception that environmental protection and development are mutually exclusive, and the negative frames attached to the conservation endeavor as being socially unjust, disrespectful and utopian. In Chapter 6 I investigated the usefulness of a tractable and well established measure of environmental attitudes or beliefs. I assessed my target audience’s responses to the New Ecological Paradigm scale and the Inclusion of Nature in Self scale. I conclude in Chapter 7 with an account of the difficulties I encountered during the project, an assessment of my project from a social marketing perspective, components of my project that did not yield the results expected, and a proposal for future research.
- Full Text:
- Date Issued: 2011
Institutional change and ecosystem dynamics in the communal areas around Mt Coke State Forest, Eastern Cape, South Africa
- Authors: Cundill, Georgina
- Date: 2005
- Subjects: Biodiversity -- South Africa -- Eastern Cape , Ecosystem management -- South Africa -- Eastern Cape , Natural resources -- Management -- South Africa -- Eastern Cape , Sustainable agriculture -- South Africa -- Eastern Cape , Sustainable development -- South Africa -- Eastern Cape , Rural development -- South Africa -- Eastern Cape , Nature conservation -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:4746 , http://hdl.handle.net/10962/d1006959 , Biodiversity -- South Africa -- Eastern Cape , Ecosystem management -- South Africa -- Eastern Cape , Natural resources -- Management -- South Africa -- Eastern Cape , Sustainable agriculture -- South Africa -- Eastern Cape , Sustainable development -- South Africa -- Eastern Cape , Rural development -- South Africa -- Eastern Cape , Nature conservation -- South Africa -- Eastern Cape
- Description: Through a combination of theoretical discussion and case study analysis from two villages in the Eastern Cape Province, South Africa, this thesis explores the relationship between institutional change and ecosystem dynamics through a multi-scale approach that combines local and scientific knowledge. Several conceptual approaches were combined in this study. These included; the Resilience perspective, the Sustainable Rural Livelihoods approach, the Millennium Assessment framework and principles, and the Environmental Entitlements approach. Various participatory research techniques were employed which combined with GIS technologies, existing data sets, and historical records. Common pool resource areas are social spaces, where local values attached to resources are institutionally mediated, politically nuanced, economically interpreted and historically situated. Political driving forces at various scales have played a disproportionate role in local level institutional functioning in the case study area. In particular, inappropriate state-lead interventions into land use planning have weakened local level institutions, and have reduced the ability of the linked social-ecological system to cope with change and uncertainty. People and ecosystems become more vulnerable when driving forces such as political upheaval, economic depression and drought over-lap. However, rural people are not mere spectators in the face of these driving forces; they respond both reactively and proactively to ensure resilience to change and uncertainty. Ecosystems at Mt Coke play a key role during times of crisis in rural livelihoods. These ecosystems have undergone various short-term cyclical changes largely in response to rainfall fluctuations, and some longer-term changes linked to political events and trends that have affected management practices and local institutions over time. Orthodox ecological interpretations of ecosystem change appear to ignore four key factors identified in this study: 1) the role of institutions in shaping access to resources, 2) the demand for resources in rural livelihoods, 3) the dynamic interaction between social and natural systems, and 4) the interaction between social and natural systems across scales of analysis. The future of common pool resource management lies in the combination of local and scientific knowledge through an adaptive management approach that encourages learning and adaptation in local level institutional structures.
- Full Text:
- Date Issued: 2005
- Authors: Cundill, Georgina
- Date: 2005
- Subjects: Biodiversity -- South Africa -- Eastern Cape , Ecosystem management -- South Africa -- Eastern Cape , Natural resources -- Management -- South Africa -- Eastern Cape , Sustainable agriculture -- South Africa -- Eastern Cape , Sustainable development -- South Africa -- Eastern Cape , Rural development -- South Africa -- Eastern Cape , Nature conservation -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:4746 , http://hdl.handle.net/10962/d1006959 , Biodiversity -- South Africa -- Eastern Cape , Ecosystem management -- South Africa -- Eastern Cape , Natural resources -- Management -- South Africa -- Eastern Cape , Sustainable agriculture -- South Africa -- Eastern Cape , Sustainable development -- South Africa -- Eastern Cape , Rural development -- South Africa -- Eastern Cape , Nature conservation -- South Africa -- Eastern Cape
- Description: Through a combination of theoretical discussion and case study analysis from two villages in the Eastern Cape Province, South Africa, this thesis explores the relationship between institutional change and ecosystem dynamics through a multi-scale approach that combines local and scientific knowledge. Several conceptual approaches were combined in this study. These included; the Resilience perspective, the Sustainable Rural Livelihoods approach, the Millennium Assessment framework and principles, and the Environmental Entitlements approach. Various participatory research techniques were employed which combined with GIS technologies, existing data sets, and historical records. Common pool resource areas are social spaces, where local values attached to resources are institutionally mediated, politically nuanced, economically interpreted and historically situated. Political driving forces at various scales have played a disproportionate role in local level institutional functioning in the case study area. In particular, inappropriate state-lead interventions into land use planning have weakened local level institutions, and have reduced the ability of the linked social-ecological system to cope with change and uncertainty. People and ecosystems become more vulnerable when driving forces such as political upheaval, economic depression and drought over-lap. However, rural people are not mere spectators in the face of these driving forces; they respond both reactively and proactively to ensure resilience to change and uncertainty. Ecosystems at Mt Coke play a key role during times of crisis in rural livelihoods. These ecosystems have undergone various short-term cyclical changes largely in response to rainfall fluctuations, and some longer-term changes linked to political events and trends that have affected management practices and local institutions over time. Orthodox ecological interpretations of ecosystem change appear to ignore four key factors identified in this study: 1) the role of institutions in shaping access to resources, 2) the demand for resources in rural livelihoods, 3) the dynamic interaction between social and natural systems, and 4) the interaction between social and natural systems across scales of analysis. The future of common pool resource management lies in the combination of local and scientific knowledge through an adaptive management approach that encourages learning and adaptation in local level institutional structures.
- Full Text:
- Date Issued: 2005
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