Research and development project „Kommunikation hoch 2/LaNaKom“
The applied research and development project LaNaKom (Agriculture, Nature Conservation & Communication) starts in January 2024, has a duration of three years, includes a 65% doctoral position as well as additional funds, and is funded by the Federal Agency for Nature Conservation (FKZ 3523851100; Communication hoch 2). It continues the BfN project "Communication Problems between Agriculture and Nature Conservation in Germany and their Causes" (AckerKom) at the departments of "Communication Science, especially Online Communication" (Prof. Schweiger) and "Communication and Consultation in Rural Areas" (Prof. Knierim) (information and publications).
The project aims to improve the difficult public communication between stakeholders from agriculture and nature, environment, or climate protection. For various reasons, it is unrealistic to hope that both sides will find a constructive, fair, and consensus-oriented balance of interests in public discourses. A more promising approach appears to support journalists and publicists (e.g., interest-driven influencers) in their reporting, mediation between interests, and as factors in public opinion formation. However, their communication is often one-sided and characterized by a lack of professional, social, and communicative competence.
Therefore, the project aims to develop, implement, evaluate, and ideally establish offers for journalists and publicists that partially address these deficits.
The offers to be developed relate to the mediation and dissemination of relevant competencies and content in journalism and public relations, as well as networking between stakeholders from journalism/public relations, agriculture, and nature/environmental protection. Which specific further training, information, and networking offers promise maximum success and efficiency for which target groups and with which contents will be determined based on a comprehensive analysis of offers and needs. Based on this, several offer prototypes will be developed together with journalists and publicists and empirically evaluated. Finally, at least one offer should be fully implemented, evaluated, and brought to market readiness with cooperation partners from practice.
Project Duration
01.01.2024-31.12.2026
Involved Persons
- M.A. Matthias Kast
- Prof. Dr. Wolfgang Schweiger
- Prof. Dr. Andrea Knierim