Potential Backfire of One-Way Communication Campaigns
Large-scale public campaigns about contentious environmental issues can be among the most effective ways to change public opinion and spark meaningful action. However, if these public campaigns aren't approached in the right way, they can actually generate increased public criticism regarding the issue. The authors of this paper discuss two public campaigns: one was publicly criticized and the other successfully raised public concern and led to federal policy changes. Specifically, the authors investigated how one-way communication can either succeed or backfire depending on the context.