[FoME] Weltentwicklungsbericht 2015: Medien und "Mind, Society and Behavior"

[Christoph Dietz]

World Development Report 2015: Mind, Society, and Behavior
Washington: World Bank, 2014, 236 S.
Website (mit einzelnen Kapiteln):
http://www.worldbank.org/en/publication/wdr2015 
Download vollständiger Text:
http://www.worldbank.org/content/dam/Worldbank/Publications/WDR/WDR%202015/WDR-2015-Full-Report.pdf
 
Soziale und psychologische Faktoren sollten stärker in die
Entwicklungszusammenarbeit einfließen, fordert der
Weltentwicklungsbericht 2015. Mit diesem Bericht verabschiedet sich die
Weltbank vom "homo oeconomicus", dem Modell des rein rational
entscheidenden Menschen.
 
Den Medien wird dabei eine Rolle zugeschrieben, die über ihre Funktion
als Informationsquelle hinausgeht. Hier einige Zitate:
 
"Media coverage of celebrity medical diagnoses increases screening and
can stimulate interest in behavior change (Ayers and others 2014). In
2011, for example, former Brazilian president Lula da Silva publicly
discussed his throat cancer, which he attributed to his long-held
smoking habit. His frank discussion of the illness and his own role in
causing it was widely covered in the media. Following his announcement,
interest in quitting smoking reached unprecedented levels, and Brazil
passed new antismoking laws." (S.147-8)

"People interpret scientific information in light of their cultural
worldviews, obtain information through social networks and favored media
channels, and rely on trusted messengers to make sense of complex
information. A number of studies show that many people interpret
evidence of climate change in the light of their worldviews and social
networks. An individual’s level of support for social hierarchy and
equality is a better predictor of his or her perceptions of changes in
temperature over the past few years than actual temperature changes, as
Goebbert and others (2012) demonstrate, drawing on an account developed
by Douglas and Wildavsky (1983) of how worldviews affect risk
perceptions." (S. 162)
"How the media portray a social problem can also have powerful effects.
Assessing how frames affect support for altruistic policies in another
domain, Iyengar (1990) shows that media presentations influence support
for antipoverty policies. For example, episodic coverage of poverty,
usually focused on specific individuals, led people to blame individuals
for being poor, but thematic coverage of antipoverty policies led people
to think that the government was primarily responsible for poverty." (S.
163)
"Overt value statements, cultural symbolism, and strong connections to
individual or group “heroes” may be more effective forms of climate
messaging than objective scientific communication strategies currently
used in the mainstream media." (S.166)
"One problem with movies and media campaigns is that people often
experience them individually, not as political actors or in social
groups. Only “organizationally mobilized public opinion matters,” as
Skocpol’s political history of climate change legislation suggests
(2013, 118). What is needed is not messaging with “subliminal” appeal
but a focus on networks and organizations, which are the “real stuff” of
politics, Skocpol argues." (S.166)
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Dr. Christoph Dietz
CAMECO
Postfach 10 21 04 
D-52021 Aachen, Germany
Tel.: 0049 - 241 - 70 13 12 14
Fax: 0049 - 241 - 70 13 12 33
christoph.dietz at cameco.org
http://www.cameco.org
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