- With the global success of technology, social networking sites and social media, individuals have access to a world of information in the palm of their hand.
- Whilst these technologies present huge opportunities for disseminating science, the use of blogs, twitter, facebook, linkedin, or other filtered news channels means that people have far more choice over the news they want to receive.
- Combined with the death of printed news, broad knowledge consumption is likely to reduce, meaning environmental news may be actively filtered out by Generation Y technology consumers.
- We are likely see the evolution of more “specialist” interest communities, with the general public becoming less widely read, less aware of issues past their immediate concern, and increasingly difficult to target.
It is likely that government will need to invest in robust communication strategies to ensure messages are received far beyond the “converted” community, and continue to educate and inform the wider public in light of evolving consumer behaviour.
For further information visit:
http://www.guardian.co.uk/media/greenslade/2011/dec/19/us-press-publishing-digital-media; http://cyber.law.harvard.edu/events/2011/12/civiceducation; http://www.tnsglobal.com/news/news-04A0B352BC1F43A49A27338D6BEDC006.aspx?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+TnsNewsFeed+%28TNS+News+Feed%29