info:eu-repo/semantics/article
They didn’t understand…: The failure of the information campaigns to prevent forest fires in the Brazilian Amazon
Autor
Miranda Costa, Luciana
Institución
Resumen
In the last few years, the Brazilian Amazon has burned under the gaze of international media through the satellites lenses. The response of Brazilian Federal Government and nongovernmental organizations (NGOs) has been to implement and to intensify information campaigns. The basic idea is to transmit information about techniques for preventing “accidental fires”,allegedly unknown or “inappropriately” used by family farmers and rural workers. The goal is to “teach” them on the importance of environmental protection and take them to a change in their “wrong” behavior. This article outlines the main conclusions of a research about the four major information campaigns in Brazil. As a result, it can be affirmed that the campaigns did not achieve their main objectives because they still did not consider the idea of a strategic behavior of the receivers of the information, considering them as just ‘receivers’ - according to the principles of the outdated Mechanistic Model of Communication – and not as interlocutors.