"[...] The briefing looks at the everyday experience of people living in the world’s most populous continent: Asia. It draws on data from BBC Media Action’s Climate Asia project, which interviewed more than 33,000 people in seven countries – Bangladesh, China, India, Indonesia, Nepal, Pakistan
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and Vietnam – and compiled the results into the region’s largest ever study of public knowledge of and attitudes towards climate change. In documenting the stories of people and communities in Asia and the larger regional trends they represent, this policy briefing seeks to unleash new insights and new solutions in tackling the enduring challenge of climate change. In particular, this briefing highlights the role that media and communication can play in the adaptation process. For when we listen to those who sit metaphorically “where the earth meets the sky”, we find that many of the obstacles to climate change adaptation are informational and attitudinal in nature and would thus benefit from media and communication interventions." (Introduction, page 2)
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"Use of Ukrainian vs. Russian in news content is not important for the vast majority of adults; trust in content is key to reliance on sources. Ukrainian TV channels remain the top news sources for adults across ethnic groups and regions (other than Crimea), and offer news trusted by large majoritie
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s overall, and by over half of ethnic Russians. 5Kanal's weekly reach has surged closer to those of top channels, but is a top news source for fewer in the south and, as with 1+1, in the East. Will the rise of Vkontakte, ukr.net, Ukrainska Pravda, Hromadske.tv and other digital media as top news sources continue? Will major changes in the media Crimeans use for news last? Will other websites follow VKontakte into the list of top sources there?" (Media Landscape Summary, page 21)
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"In order to understand people’s needs and identify opportunities to communicate with them effectively, Climate Asia has analysed survey data from across the seven project countries – Bangladesh, India, Indonesia, Nepal, Pakistan, Vietnam, and China – and placed people into five discrete segme
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nts using a process called cluster analysis. Each segment varies in the factors that enable and prevent response. As such, each has different communication needs and can be supported in different ways. We have called these segments surviving, struggling, adapting, willing and unaffected. The proportions of these segments represent the extent to which people from the seven countries (regional analysis) perceive impacts and are taking action to respond to them. Across the region, the majority (78%) are currently feeling the impacts of changes in climate, the environment and resources now: surviving (17%), struggling (21%), adapting (20%) and willing (19%). The unaffected (23%) are feeling fewer impacts and are taking less action." (Page 2)
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"It is clear that corruption is considered an important issue by South Africans. It is frequently cited as a critical issue facing the country, and many people believe that there are high levels of corruption in various parts of government. At the same time however, the incidence of bribery appears
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to be relatively low when compared to the perceived corruption figures. This may be because people are reluctant to admit to paying bribes and therefore the incidence of bribery may be under-reported. In addition, people may think of nepotism, procurement fraud, and other misuse of state resources when asked about corruption, rather than considering only petty bribery. This is a second potential explanation for the differences between perceptions and reality appearing from the survey results. Finally, in the fight against corruption, opinions on the performance of government appear to have remained fairly constant over the past ten years, whereas the role of the media is considered more important now than it was a few years ago." (Conclusion, page 7)
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"Vietnam is changing rapidly: attitudinal, socio-economic and media usage. Traditional media, especially television, is still dominant. New media is pushed forward by young people and those with the most education: urban-rural divides in media use are closing; internet has overtaken radio as key new
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s source; Google is a critical tool. How to reach Vietnamese Audiences: find ways to share content that is most important to residents; look to new media and focus on engagement and sharing; optimize placement on search results." (Closing thoughts, slide 48)
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"The study focused on the following themes: how and under what conditions are priority target groups for engagement with development policy issues in China, France, Germany, United Kingdom and the United States most likely to engage; what factors influence and motivate both engagement and policy dec
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ision-making by members of these target groups; through which communication channels can members of these groups be accessed most readily and with the greatest impact. The research included a total of 128 in-depth interviews with influentials and government decision-makers; surveys of 3,824 interested citizens, and focus group discussions with 160 interested citizens." (Summary of key findings,p3)
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"Between September and November 2009, the BBC World Service Trust’s Research and Learning Group, on behalf of the British Council, conducted research in DR congo to gauge public understanding of climate change. the research consisted of 12 focus group discussions in six locations with congolese ci
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tizens, as well as 17 in-depth interviews with opinion leaders from government, religious institutions, the private sector, the media and civil society. The overall objective was to find out what people think about climate change and to determine how to tailor communication and media strategies to support dr congo’s response to climate change.
Key findings
There is a universal perception among Congolese people that their climate is changing. they tell of changes in the rainy seasons and increases in temperature and use the word ‘climate’ to describe these.
Many people talk about the “disruption” of the dry and rainy seasons and say that it is causing crop failure and affecting the country’s forests. people are particularly concerned about these changes because of the population’s reliance on natural resources.
Many are aware of the terms “climate change” and “global warming” and cite the media and schools as their main sources of information. However, few relate these terms to increasing concentrations of greenhouse gases in the atmosphere. Most simply use the terms to refer to the changes in the rainy seasons and increases in temperature they are experiencing.
People have a number of misconceptions. Some people inaccurately link climate change to ozone depletion, and outside the capital, most think that “global warming” refers to an increase in the temperature of the air or earth over a short period of time.
There is a strong notion of environmental stewardship linked to people’s faith. people have seen how human activity has harmed their natural environment, and they perceive that human activity could also have an effect on the weather. many think that the natural environment, including the weather, is god’s creation, and believe that they have a responsibility to protect it.
Many people believe the weather changes that they are witnessing have local causes. for example, they say that deforestation in their local area is leading to a reduction in local rainfall, and some believe that local smoke and pollution from wood fires and industry lead to increases in temperature.
Some also inaccurately relate increases in temperature to ozone depletion, which they think is caused by smoke, air pollution and other factors such as rockets and weapons. Some see changes in temperature and weather as the will of god – a view particularly prevalent among female rural populations." (Executive summary)
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"In May and June 2009, the BBC World Service Trust’s Research and Learning Group, on behalf of the British Council, conducted research in ethiopia to gauge public understanding of climate change. the research consisted of 16 focus-group discussions with Ethiopian citizens, as well as 18 in-depth i
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nterviews with opinion leaders from government, religious institutions, the private sector, the media and civil society. the overall objective was to find out what people think about climate change, and to determine how to tailor communication and media strategies to support ethiopia’s response to climate change. Key findings: Drought and extreme weather are causing frustration across Ethiopia. Farmers and pastoralists in particular say they are struggling to survive. Ethiopians have noticed changes in their weather. they say that it is getting hotter and the rains no longer fall as they used to. Most, however, have no understanding of the relationship between these issues and climate change. Most Ethiopians are not aware of the concepts of climate change and global warming. they believe the term ‘climate change’ refers to changes in the weather or seasons, and most have no knowledge of its global context or the greenhouse effect. Ethiopians draw heavily on their beliefs and existing knowledge to explain changes in the weather and their environment. Many, particularly in rural areas, believe that god is ultimately responsible for the changes they’ve experienced, and feel that there is little they can do to respond. Others point to local deforestation and local pollution as the primary causes of the drought and environmental degradation they have experienced. Yet most ethiopians do not understand the role that trees or pollution play in the global climate system." (Executive summary)
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"Many Ghanaians do not understand the science of climate change, although they have noticed changes in the weather and seasons. They tell of rising temperatures, extended periods of drought and increasing variability in seasonal rainfall. Most people, however, do not connect these with global climat
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e change. Changes in climate are not noticed by Ghanaians in isolation from broader environmental changes. People in Ghana are keenly aware of environmental degradation and natural resource depletion. They make little distinction between environmental degradation and climate change. Drought and crop failure are causing frustration and despair. Farmers and pastoralists do not have a sense of how they would cope if the problems became worse. other issues that people are worried about include bush burning, deforestation, flooding, pollution and poor sanitation. opinion leaders are particularly concerned for rural communities and the urban poor. There is a strong tendency for Ghanaians to hold themselves individually and collectively responsible for local changes in the weather. They believe that their own activities, such as cutting down trees and burning the bush, have directly brought about these changes. There is little awareness that climatic problems – now or in the future – are likely to have causes that extend beyond Ghana." (Executive summary)
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"In May 2009, the BBC world Service Trust’s Research and Learning Group, on behalf of the British Council, conducted research in Kenya to gauge public understanding of climate change. The research consisted of 12 focus-group discussions with Kenyan citizens, as well as 17 in-depth interviews with
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opinion leaders from government, religious institutions, the private sector, the media and civil society. The overall objective was to find out what people think about climate change, and to determine how to tailor communication and media strategies to support Kenya’s response to climate change.
Key findings
Drought and food scarcity are causing frustration and despair across Kenya. Farmers, fishermen and pastoralists do not know how they would cope if these problems became worse.
Kenyans have noticed changes in their weather. They say that it is getting hotter, that the seasons have shifted and that the rains are more unpredictable. Most, however, have no understanding of the relationship between these issues and climate change.
Most Kenyans are unfamiliar with the concepts of climate change and global warming. They believe the term “climate change” refers to changes in the weather or seasons and have little knowledge of its global context or the greenhouse effect.
People need more information about the causes of climate change and how its long-term impacts will affect their lives." (Executive summary)
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