COMM 495 Environmental Communication Semester: Summer 1998 - M&W 5-7:30pm Professor: Ben Tyson Office: Marcus White 219 - M&W 7:30-8:30pm Phone: 832-2699 VAX: TysonC Email: Tysonc@CCSU.EDU Course Objectives: (a) distinguish environmental education (EE) from environmental communication (EC) and identify various EC classifications based on an SMCR matrix; (b) familiarize students with aspects of a strategic environmental communication model; and (c) identify how aspects of this model are used by public agencies, private non-profit organizations, private for-profit organizations, and the media to influence public knowledge, attitudes, behaviors, and public policy. Text: there will be no formal text. A reading packet will be made available at the library. Course Description: The course will be taught as a seminar. The method of instruction in a seminar is class discussion (NOT LECTURE). Therefore, the onus of responsibility for learning rests with the students. The professor will act as a facilitator. The key to a good seminar is advanced reading -- that is, readings must be done prior to class and students must come prepared to discuss their findings/observations. Students have a responsibility to each other to prepare properly. To help ensure that everyone comes prepared, students will be required to prepare a 2 page list (typed, 12 pt font, 2x spaced, 1" margins) of "talking points" for each of the nine classes devoted to class discussion (reading packets 2-10). These talking points assignments, based on their ideas/observations from the reading, will help guide their contribution to class discussion. For the weeks that we have guest speakers scheduled, talking points will also include questions you intend to pose to the speaker(s). Talking points are due the week of scheduled discussion. Note: students should also include what they think are two good potential exam questions with each assignment that is turned in. One of three grades can be achieved for these talking points assignments: check minus, check, or check plus. For every missing assignment or check minus your final grade will drop by 1.5 points. Every check plus will raise your final grade by .5 points. Checks do not affect your final grade. One instance of missing assignment/check minus will be allowed with no penalty. A midterm and final exam will be given. Exam questions will be based on readings, class discussion, and suggestions you include with your talking points assignments. A semester project done in small groups will be required. The semester project will consist of a 15 page scholarly paper (typed, 12pt font, 2x spaced, 1" margins, APA style with proper citations and reference list) and a half hour class presentation (with AV aids and/or handouts). Groups are to select one EC classification based on the SMCR matrix of possible EC types that is provided. Each group is to develop a detailed descriptive paper or case study detailing how aspects of the strategic environmental communication model are used. Topics are to be researched at length. Research techniques should include both archival research (of existing documents) and original qualitative research (interviews). As a class, we will develop a set of standard interview questions for your use. Standardized questions should lend some continuity to the semester projects. The correct name, address, and phone number of those persons interviewed must be included in the paper -- note: a misspelled name or wrong address/phone number will be grounds for lowering ones' grade). Group projects will be graded on a) neatness and organization of paper, b) thoroughness (breadth of content), c) understanding (depth of content), and d) quality and timing of presentation. These criteria will be equally weighted. When possible, one grade per group will be awarded -- yet, when necessary, certain individuals may receive a "unique" grade. Individual contributions to the group's paper and presentation should be clearly indicated. Part of an individual's semester project grade will be based on how other group members grade their performance. Each group member will vote to give each group member (a) a half grade increase over the group grade, (b) the same grade as the group, (c) a half grade decrease over the group grade, or (d) a full grade decrease over the group grade. Majority opinion will prevail. This should allow group members a chance to call attention to those who excel, do their fair share, or slack off a little/a lot. Grading Midterm exam 33% Final Exam 33% Semester project 33% SMCR Matrix of EC Types Sender Message Channel Receiver 1) Public Agencies - Land use issues Individual Private citizens e.g., US EPA, - Pollution prevention - volunteers - opinion leaders CT DEP, - Natural resource conservation - opinion leaders - target audiences/ UConn CES - Energy conservation Group groups - Policy change/formulation - workshops Public officials 2) Private For-Profit - Crisis control - field days/tours - legislators Organizations - Product/service purchase - demonstrations - technical staff e.g., Pratt and - Fund-raising Mass - policy enforcers Whitney, DuPont, - Enviro justice/equity - audio Corporate Ben and Jerry's (prevention/remediation - audio-visual - leaders (management to in impoverished area) - print - employees employee and/or - WWweb Media management to public) 3) Private Non-Profit Organizations e.g., Nature Conservancy, Audubon Society 4) Grass roots organizations (ad hoc around specific issues) 5) Collaborations/Coalitions (of above) 6) The Media (e.g., Gannett, NY Times, CNN, PBS) Calender Date Topic Reading May27 Introduction Syllabus Types of EC SMCR matrix (see syllabus) handout EE vs EC Packet 1: Monroe, Smith/Mann, McCrea diagram, Focht, Industry-Enviro group diagram, June1 Strategic Public Packet 2: Tyson ch16, Communication NESAF handout June 3 Communication Packet 3: Lamble ch4, Devine & Hirt ch9 Theory June 8 Psychological Packet 4: Andreasen/Tyson ACR article, Hines, Factors Hungerford & Tomera article, Tyson NAPEC article June 10 Research Techniques Packet 5: Kendall ch3&4 Exercise: develop interview instrument June 15 Program Planning Packet 6: Broderick audience segmentation paper, HealthCom and Cancer Institute materials cont'd June 17 Midterm exam June 22 Public agency EC Packet 7: Snyder & Broderick article, Chester Creek report, DEP materials Guest Speakers - EC by public agencies (UConn Cooperative Extension System and DEP) June 24 Private non-profit/Grassroots EC Packet 8: Bolling ch1&3 Guest Speaker - EC by non-profit organizations (The Nature Conservancy) June 29 Private for-profit EC Packet 9: Harrison, ch1,3,4 -- chapter form "Toxic Sludge" Guest Speaker - EC by for-profit organizations (Pratt and Whitney) July 1 PRSA video CSPAN video (enviro. comm. and PR industry) July 6 Media and EC Packet 10: LaMay & Dennis pg17-41, Harrison pg125-135 July 8 Group presentations July 13 Group presentations July 15 Final exam