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Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach

At the destination level, destination branding may coexist with climate change communication. These two communication streams often overlap because they are both designed for large audiences. This poses a risk to the effectiveness of climate change communication and its ability to prompt a desired c...

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Autores principales: Stankov, Uglješa, Filimonau, Viachaslau, Vujičić, Miroslav D., Basarin, Biljana, Carmer, Adam B., Lazić, Lazar, Hansen, Brooke K., Ćirić Lalić, Danijela, Mujkić, Dino
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10001621/
https://www.ncbi.nlm.nih.gov/pubmed/36900886
http://dx.doi.org/10.3390/ijerph20053874
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author Stankov, Uglješa
Filimonau, Viachaslau
Vujičić, Miroslav D.
Basarin, Biljana
Carmer, Adam B.
Lazić, Lazar
Hansen, Brooke K.
Ćirić Lalić, Danijela
Mujkić, Dino
author_facet Stankov, Uglješa
Filimonau, Viachaslau
Vujičić, Miroslav D.
Basarin, Biljana
Carmer, Adam B.
Lazić, Lazar
Hansen, Brooke K.
Ćirić Lalić, Danijela
Mujkić, Dino
author_sort Stankov, Uglješa
collection PubMed
description At the destination level, destination branding may coexist with climate change communication. These two communication streams often overlap because they are both designed for large audiences. This poses a risk to the effectiveness of climate change communication and its ability to prompt a desired climate action. The viewpoint paper advocates the use of archetypal branding approach to ground and center climate change communication at a destination level while concurrently maintaining the uniqueness of destination branding. Three archetypes of destinations are distinguished: villains, victims, and heroes. Destinations should refrain from actions that would make them appear to be climate change villains. A balanced approach is further warranted when portraying destinations as victims. Lastly, destinations should aim at assuming the heroic archetypes by excelling in climate change mitigation. The basic mechanisms of the archetypal approach to destination branding are discussed alongside a framework that suggests areas for further practical investigation of climate change communication at a destination level.
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spelling pubmed-100016212023-03-11 Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach Stankov, Uglješa Filimonau, Viachaslau Vujičić, Miroslav D. Basarin, Biljana Carmer, Adam B. Lazić, Lazar Hansen, Brooke K. Ćirić Lalić, Danijela Mujkić, Dino Int J Environ Res Public Health Essay At the destination level, destination branding may coexist with climate change communication. These two communication streams often overlap because they are both designed for large audiences. This poses a risk to the effectiveness of climate change communication and its ability to prompt a desired climate action. The viewpoint paper advocates the use of archetypal branding approach to ground and center climate change communication at a destination level while concurrently maintaining the uniqueness of destination branding. Three archetypes of destinations are distinguished: villains, victims, and heroes. Destinations should refrain from actions that would make them appear to be climate change villains. A balanced approach is further warranted when portraying destinations as victims. Lastly, destinations should aim at assuming the heroic archetypes by excelling in climate change mitigation. The basic mechanisms of the archetypal approach to destination branding are discussed alongside a framework that suggests areas for further practical investigation of climate change communication at a destination level. MDPI 2023-02-22 /pmc/articles/PMC10001621/ /pubmed/36900886 http://dx.doi.org/10.3390/ijerph20053874 Text en © 2023 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Essay
Stankov, Uglješa
Filimonau, Viachaslau
Vujičić, Miroslav D.
Basarin, Biljana
Carmer, Adam B.
Lazić, Lazar
Hansen, Brooke K.
Ćirić Lalić, Danijela
Mujkić, Dino
Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach
title Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach
title_full Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach
title_fullStr Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach
title_full_unstemmed Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach
title_short Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach
title_sort ready for action! destination climate change communication: an archetypal branding approach
topic Essay
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10001621/
https://www.ncbi.nlm.nih.gov/pubmed/36900886
http://dx.doi.org/10.3390/ijerph20053874
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