观众细分和消息传递方法,以获得公众支持和参与沿海社会生态系统管理
Takuro Uehara1, Takeshi Hidaka2, Sawako Tachibana3
1College of Policy Science, Ritsumeikan University, 2-150 Iwakura-Cho, Ibaraki City, Osaka, 567-8570, Japan. takuro@fc.ritsumei.ac.jp.
Scientific reports
|February 3, 2026
概括
有效的社会生态系统 (SES) 管理需要理解公共异质性. 观众细分和有针对性的消息传递对于获得公众支持和参与沿海SES管理至关重要.
科学领域:
- 环境科学 环境科学
- 社会科学 社会科学 社会科学
- 海洋政策 海洋政策
背景情况:
- 有效的社会生态系统 (SES) 管理需要公众的参与和支持.
- 之前的研究往往忽视了公共异质性,专注于聚合层面的分析.
- 解决公众论的多样性是成功实施沿海地区政策的关键.
研究的目的:
- 调查公众对沿海社会生态系统 (SES) 管理的支持和参与的异质性.
- 应用受众细分和量身定制的消息策略,以解决日本塞托内陆海的寡质化问题.
- 确定关于沿海SES问题的消息传递对各种公共部门的影响.
主要方法:
- 利用基于公众对沿海SES问题的意见自我分类的受众细分.
- 进行了一项实验性研究,其中1800名沿海居民被随机分配到控制或消息组.
- 评估了两个不同的消息条件 ("负面后果"和"集体公众参与") 对受众部分的影响.
主要成果:
- 确定了四个不同的公众群体:警,关注,谨慎和不参与-拒绝,具有不同的特点.
- 在这些细分市场中,政策支持和参与水平呈现下降,而"不参与 - 拒绝"更年轻,更远离海洋问题.
- 展示了不同细分市场的消息策略的多样化影响,表明需要量身定制的沟通.
结论:
- 观众细分对于理解和解决社会生态系统 (SES) 管理中的公共异质性至关重要.
- 针对特定的公共部门量身定制的有针对性的消息传递策略比一刀切的方法更有效.
- 这项研究为决策者提供了可操作的见解,以加强公众参与沿海SES管理和保护工作.
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