Engagerade ungdomar
The consumption and energy use in today's society contributes to the on-going climate change that creates a debt of life quality for future generations (www, DN, 2007, a). The resources that are used by humans exceed by far what is sustainable (www, Regeringen, 2007, a). The purpose of this paper...
| Autores principales: | , |
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| Formato: | Otro |
| Lenguaje: | sueco sueco |
| Publicado: |
2008
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/10902/ |
| _version_ | 1855571772200452096 |
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| author | Dahl, Camilla Karlsson, Camilla |
| author_browse | Dahl, Camilla Karlsson, Camilla |
| author_facet | Dahl, Camilla Karlsson, Camilla |
| author_sort | Dahl, Camilla |
| collection | Epsilon Archive for Student Projects |
| description | The consumption and energy use in today's society contributes to the on-going climate change that creates a debt of life quality for future generations (www, DN, 2007, a). The resources that are used by humans exceed by far what is sustainable (www, Regeringen, 2007, a).
The purpose of this paper is to examine how a message about energy conservation should be designed to reach youths. This will be attempted by showing their thoughts on energy and environmental issues and also what it would take for them to get more involved in these issues. The views of the youths are gained by a number of focus group-interviews, which where carried out in the fall of 2007, with kids in the ages 12 to 19. Apart from these interviews, interviews where also conducted with representatives from different youth organisations in Sweden, which gave their views on how to get a message across to kids. Some further views were gained by interviews with academic researchers in the fields of communication and pedagogic. By using theories from the fields of marketing, communication and psychology, information was gained to determine which factors are key to get an intrest from the youths in changing their behaviour.
The conclusions drawn in this paper, on how to design a project aiming towards youths addressing energy issues, are that it should be adapted to suit the needs and abilities of the target group. Five key factors influence the success of reaching the kids. The first factor is the content of the message conveyed, which is the basis for creating a dialog with the kids. The information must be perceived as meaningful and put in relation to something concrete and fun, in order for the kids to be interested in the issue. The second factor is that the message should be delivered through the channels that kids use. The third factor is to use role models. The great amount of information, often contradictory, in today's society makes the kids confused on how to act. Role models can by their good example lead the way and show the kids that it is possible to be energy conscious. The fourth factor is to have a supportive social environment around the kids, so that they can use what they learn. For this reason a project should aim their resources at reaching the kids in school. In school they have a possibility to get continuous support and opportunities to use what they have learned. The fifth factor is giving the kids incentives to act. The fundamental objective for a project must be to convey the message in a way so that the kids feel that they are able to influence and that there is an environment around them that listens and takes their opinions seriously. |
| format | Otro |
| id | RepoSLU10902 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish swe |
| publishDate | 2008 |
| publishDateSort | 2008 |
| record_format | eprints |
| spelling | RepoSLU109022017-09-21T10:13:35Z https://stud.epsilon.slu.se/10902/ Engagerade ungdomar Dahl, Camilla Karlsson, Camilla Social sciences, humanities and education The consumption and energy use in today's society contributes to the on-going climate change that creates a debt of life quality for future generations (www, DN, 2007, a). The resources that are used by humans exceed by far what is sustainable (www, Regeringen, 2007, a). The purpose of this paper is to examine how a message about energy conservation should be designed to reach youths. This will be attempted by showing their thoughts on energy and environmental issues and also what it would take for them to get more involved in these issues. The views of the youths are gained by a number of focus group-interviews, which where carried out in the fall of 2007, with kids in the ages 12 to 19. Apart from these interviews, interviews where also conducted with representatives from different youth organisations in Sweden, which gave their views on how to get a message across to kids. Some further views were gained by interviews with academic researchers in the fields of communication and pedagogic. By using theories from the fields of marketing, communication and psychology, information was gained to determine which factors are key to get an intrest from the youths in changing their behaviour. The conclusions drawn in this paper, on how to design a project aiming towards youths addressing energy issues, are that it should be adapted to suit the needs and abilities of the target group. Five key factors influence the success of reaching the kids. The first factor is the content of the message conveyed, which is the basis for creating a dialog with the kids. The information must be perceived as meaningful and put in relation to something concrete and fun, in order for the kids to be interested in the issue. The second factor is that the message should be delivered through the channels that kids use. The third factor is to use role models. The great amount of information, often contradictory, in today's society makes the kids confused on how to act. Role models can by their good example lead the way and show the kids that it is possible to be energy conscious. The fourth factor is to have a supportive social environment around the kids, so that they can use what they learn. For this reason a project should aim their resources at reaching the kids in school. In school they have a possibility to get continuous support and opportunities to use what they have learned. The fifth factor is giving the kids incentives to act. The fundamental objective for a project must be to convey the message in a way so that the kids feel that they are able to influence and that there is an environment around them that listens and takes their opinions seriously. Dagens konsumtion och energiframställning bidrar till klimatförändringen och skapar en miljöskuld som dagens ungdomar och framtida generationer kommer att ta över i framtiden (www, DN, 2007, a). De resurser som människan tar i anspråk i dagens samhälle överstiger vad som är långsiktigt hållbart (www, Regeringen, 2007, a). Syftet med detta arbete är att undersöka hur ett budskap om energibesparing ska utformas för att nå ut och uppfattas av ungdomar. Detta görs dels genom att belysa hur ungdomar själva tänker angående energi- och miljöfrågor samt vad de skulle behöva för att bli mer engagerade i dessa frågor. Ungdomarnas synpunkter samlas in med hjälp av ett antal fokusgruppsintervjuer som genomförts med ungdomar i åldrarna 12 till 19 år, under hösten 2007. Förutom intervjuerna med ungdomarna genomfördes ett antal intervjuer med representanter för olika ungdomsprojekt, som gav sin syn på hur information kan förmedlas till ungdomar. I arbetet har även intervjuer gjorts med akademiker för att få deras syn på hur information kan förmedlas till ungdomar för att nå fram. Genom att använda teorier inom marknadsföring, kommunikation och psykologi togs information in om vilka faktorer som behövs för att väcka ett intresse hos ungdomar för att förändra sitt beteende. De slutsatser som vi har kommit fram till i denna studie i frågan om hur ett projekt som riktar sig till ungdomar angående energifrågor bör utformas, är att det måste anpassas till ungdomarnas förutsättningar. Det har framkommit att fem centrala nyckelfaktorer påverkar när det gäller att nå ut och engagera ungdomar. Den första faktorn är utformningen av budskapet som är grunden för att skapa en dialog med ungdomarna. Informationen måste uppfattas som meningsfull, den information som ungdomarna tycker väcker störst intresse är om energifrågorna sätts i relation till något konkret och roligt. Den andra faktorn är att budskapet måste anpassas efter vilka kanaler ungdomarna använder. Den tredje faktorn är att förebilder har en avgörande roll när det gäller att nå ut och engagera ungdomar. En stor mängd av informationen som finns att tillgå är ofta motstridig. Detta bidrar till att de känner sig osäkra på hur de ska agera. Förebilder kan genom att vara goda exempel visa vägen för ungdomarna till att leva energimedvetet. Den fjärde faktorn är att det runt ungdomarna måste finnas en omgivning som stöttar dem så att de kan använda det de lär sig. Detta gör att ett projekt bör rikta sina resurser till skolan först och främst, för att ungdomarna där kan få möjlighet samt kontinuerligt stöd för att utföra beteendet. Den femte faktorn är att ungdomarna behöver få olika incitament för att de ska agera. Det centrala i projektet måste vara att förmedla budskapet på ett sådant sätt till ungdomarna att de får en känsla av att de kan påverka och samtidigt att det finns en omgivning som lyssnar och tar dem på allvar. 2008-03-13 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/10902/1/dahl_c_karlsson_c_170921.pdf Dahl, Camilla and Karlsson, Camilla, 2008. Engagerade ungdomar : en hållbar energistrategi. UNSPECIFIED, Uppsala. Uppsala: (NL, NJ) > Dept. of Economics <https://stud.epsilon.slu.se/view/divisions/OID-510.html> urn:nbn:se:slu:epsilon-s-7055 swe |
| spellingShingle | Social sciences, humanities and education Dahl, Camilla Karlsson, Camilla Engagerade ungdomar |
| title | Engagerade ungdomar |
| title_full | Engagerade ungdomar |
| title_fullStr | Engagerade ungdomar |
| title_full_unstemmed | Engagerade ungdomar |
| title_short | Engagerade ungdomar |
| title_sort | engagerade ungdomar |
| topic | Social sciences, humanities and education |
| url | https://stud.epsilon.slu.se/10902/ https://stud.epsilon.slu.se/10902/ |