Communicating Climate Change in India and the UK Objective This project is a reception study examining attitudes relating to climate change among young urban and rural groups aged 16-25 in two Indian states and two UK counties. Funded by the UK-India Education and Research Initiative (UKIERI) and administered by the British Council, this is a joint project between the Stirling Media Research Institute and the Centre for Media Studies, Delhi. It aims mainly to evaluate the effectiveness of climate change messages in promotional campaigns and the media. Effectiveness of climate change messages will be measured in two ways: Representation - the degree to which promotional campaigns and other media messages provide information relevant to young people; and Mobilisation - the extent to which promotional campaigns and media messages play a positive role in the mobilisation of young people towards more sustainable lifestyles.
Activities planned From April 2009 to March 2011, the research team will undertake a series of interviews and focus group meetings with young people in India and the UK and encourage diary submissions over a six-month period detailing how their lifestyles change and develop. This will be supported by interviews with communication professionals, policy makers and politicians. Two conferences are planned, including a presentation of results in March 2011. Contact:Dr Matthew Hibberd at firstname.lastname@example.org.
Participating Institutes Stirling Media Research Institute, University of Stirling (www.fmj.stir.ac.uk) Centre for Media Studies, Delhi (http://www.cmsindia.org)