Description du projet
Comment communiquer avec succès sur la finance durable auprès du public
Malgré des actions mondiales telles que les objectifs de développement durable de l’Organisation des Nations unies, l’émergence d’une transformation sociétale plus large vers un système économique plus durable a échoué. Les médias d’information pourraient jouer un rôle majeur en attirant l’attention du public. Cependant, il n’existe aucune recherche sur la communication de la finance durable. Pour combler cette lacune, le projet SUFIN, financé par l’UE, va créer des questionnaires pour les journalistes financiers en Europe sur la communication de la finance durable et analyser la couverture de la finance durable dans les actualités autour de la finance en Europe au cours de la dernière décennie. En explorant le rôle des médias d’information dans la sensibilisation et la compréhension, le projet encouragera les citoyens européens à appliquer la finance durable au quotidien tout en apprenant aux principales parties prenantes à mieux communiquer sur le sujet.
Objectif
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.
Champ scientifique
Programme(s)
Régime de financement
MSCA-IF - Marie Skłodowska-Curie Individual Fellowships (IF)Coordinateur
OX1 2JD Oxford
Royaume-Uni