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Moving from Directives toward Audience Empowerment: A Typology of Recycling Communication Strategies of Local Governments

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  • Donghee Lee

    (STEM Translational Communication Center, University of Florida, Gainesville, FL 32611, USA
    Department of Advertising, College of Journalism and Communications, University of Florida, Gainesville, FL 32611, USA)

  • Janice L. Krieger

    (STEM Translational Communication Center, University of Florida, Gainesville, FL 32611, USA
    Department of Advertising, College of Journalism and Communications, University of Florida, Gainesville, FL 32611, USA
    Clinical and Translational Science Institute, University of Florida, Gainesville, FL 32610, USA
    Department of Health Outcomes & Biomedical Informatics, University of Florida, Gainesville, FL 32610, USA)

Abstract

Recent changes in the global economy make it imperative for U.S. recycling programs to reduce contamination, however, little is known about how local municipalities are responding to this need. The implementation of the Chinese National Sword policy banned most U.S. imported solid waste in 2018, but there has been an increased focus on implementing recycling education campaigns. To date, there has been little empirical attention on how these campaigns are being developed and whether they are effective for increasing recycling and reducing contamination. The goal of the current study is to understand how recycling communication campaigns are being developed and implemented at the municipal level. To accomplish this, we conducted in depth-interviews with recycling coordinators, representing 30 counties within a large and diverse state to identifying the current message development and distribution strategies. Counties were selected to ensure the balanced representation of geographical (urban/rural) and recycling participation (low/middle/high). Findings illustrate six distinct types of recycling communication patterns employed in municipal solid waste county governments. We compare and contrast the benefits and challenges associated with communicating about recycling. The implications of these findings for developing a communication training to advance current campaign efforts in the local context are discussed.

Suggested Citation

  • Donghee Lee & Janice L. Krieger, 2020. "Moving from Directives toward Audience Empowerment: A Typology of Recycling Communication Strategies of Local Governments," Sustainability, MDPI, vol. 12(7), pages 1-14, March.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:7:p:2722-:d:339005
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    References listed on IDEAS

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    1. Hornik, Jacob & Cherian, Joseph & Madansky, Michelle & Narayana, Chem, 1995. "Determinants of recycling behavior: A synthesis of research results," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 24(1), pages 105-127.
    2. Stephan Lewandowsky & Gilles E. Gignac & Samuel Vaughan, 2013. "The pivotal role of perceived scientific consensus in acceptance of science," Nature Climate Change, Nature, vol. 3(4), pages 399-404, April.
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    Cited by:

    1. Ritesh Jain & Edwina Luck & Shane Mathews & Lisa Schuster, 2022. "Creating Persuasive Environmental Communicators: Spokescharacters as Endorsers in Promoting Sustainable Behaviors," Sustainability, MDPI, vol. 15(1), pages 1-18, December.

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