NESP Project 2.1.3: progress update for harnessing the science of social marketing and behaviour change for improved water quality in the GBR: Documentary Analysis Results

Hay, Rachel, and Eagle, Lynne (2017) NESP Project 2.1.3: progress update for harnessing the science of social marketing and behaviour change for improved water quality in the GBR: Documentary Analysis Results.

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Abstract

The intention of the documentary analysis was to assess the way that messages to land managers about water quality in the Great Barrier Reef are presented in terms of their readability, message framing and message tone. Two programmes were selected: (1) the Reef Programme; and (2) the Reef Trust Tender (Burdekin). The programmes selected for evaluation had been marketed within both the wet and the dry tropics, and they had been designed for both graziers and cane farmers.

The readability analysis has shown all three programmes to be written at a similar level well above the recommended reading level of grade / year 9. The documents associated with the Reef Programme (Burdekin), with a SMOG score of 13, were slightly more readable than documents associated with the Reef Trust Tender (Wet Tropics) (17) or the Reef Programme (Burdekin) (18).

Item ID: 50857
Item Type: Video
ISBN: 978-1-925514-04-9
Keywords: documentary analysis, water quality, burdekin, wet tropics, sugarcane, grazing, nitrogen, erosion, cattle
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A report to the National Environmental Science Programme.

© James Cook University, 2016. Harnessing the science of social marketing and behaviour change for improved water quality in the Great Barrier Reef: A documentary analysis of Reef Trust Tender (Burdekin) and Reef Programme is licensed by James Cook University for use under a Creative Commons Attribution 4.0 Australia licence. For licence conditions see: https://creativecommons.org/licenses/by/4.0/

Funders: National Environmental Science Programme (NESP)
Date Deposited: 04 Sep 2019 00:54
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory @ 50%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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