Descripción del proyecto
Cómo comunicar de forma satisfactoria las finanzas sostenibles al público
A pesar de las acciones globales, como los Objetivos de Desarrollo Sostenible de las Naciones Unidas, la transformación social más amplia hacia un sistema económico más sostenible no ha logrado surgir. Los medios informativos podrían desempeñar un papel crucial a la hora de llamar la atención del público. Sin embargo, no se ha realizado ninguna investigación sobre la comunicación de las finanzas sostenibles. Para abordar esta laguna, el proyecto financiado con fondos europeos SUFIN creará cuestionarios para periodistas financieros en Europa respecto a la información sobre finanzas sostenibles y analizará la cobertura de estas en las noticias financieras europeas a lo largo del último decenio. A través del estudio del papel de los medios informativos en la concienciación y la comprensión, el proyecto animará a los ciudadanos europeos a aplicar las finanzas sostenibles a diario a la vez que enseñará a las partes interesadas principales a comunicar mejor el tema.
Objetivo
On January 31, 2018, the High-Level Expert Group on Sustainable Finance (HLEG) of the European Commission published its final report with recommendations. However, despite recent global movements (e.g. UN Sustainable Development Goals), a broader societal change toward a more sustainable economic system has failed to materialize. One reason is that sustainable finance has not yet become an integral part of today’s (financial) narrative. Researchers in communication science have highlighted the pivotal role of the news media in inducing signs, symbols and meanings to spur interest for certain topics for many years (i.e. agenda-setting). Yet, research on the communication of sustainable finance is, up to now, non-existent. This research project will fill the research gap by investigating the role of the news media in raising public awareness and understanding of sustainable finance, and subsequently, European citizens’ motivation to engage and eventually implement sustainable finance in their daily lives. To do so, a Delphi study among financial journalists in Europe will give insights into role perceptions and gatekeeping processes in editorial offices when reporting on sustainable finance. Furthermore, a large-scale semi-automated content analysis of the coverage of sustainable finance in European financial news over the past 10 years will show how the topic has evolved over time (e.g. actors). Moreover, focus group discussions combined with an experimental survey among European citizens will inform the public about news media framing effects on individual’s attitudes and behavioural intentions vis-à-vis sustainable finance. Concluding, the proposed research project will not only educate financial experts, educators and communication experts on how to successfully communicate sustainable finance to the broader public, it also provides policy makers (e.g. HLEG) with highly relevant insights on how to engage European citizens for a greener economic future.
Ámbito científico
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Régimen de financiación
MSCA-IF - Marie Skłodowska-Curie Individual Fellowships (IF)Coordinador
OX1 2JD Oxford
Reino Unido