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PERCEPTIONS OF INTERNATIONAL DEVELOPMENT AND THE CHALLENGE OF ENGAGEMENT

PERCEPTIONS OF INTERNATIONAL DEVELOPMENT AND THE CHALLENGE OF ENGAGEMENT. CHINA, FRANCE, GERMANY, U.K., U.S. Dr. Gerry Power, Chief Operating Officer Klara Debeljak, Associate Director. New York, 23 rd October 2012. Methodology. Overall approach. OBJECTIVE

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PERCEPTIONS OF INTERNATIONAL DEVELOPMENT AND THE CHALLENGE OF ENGAGEMENT

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  1. PERCEPTIONS OF INTERNATIONAL DEVELOPMENT AND THE CHALLENGE OF ENGAGEMENT CHINA, FRANCE, GERMANY, U.K., U.S. Dr. Gerry Power, Chief Operating Officer Klara Debeljak, Associate Director New York, 23rd October 2012

  2. Methodology

  3. Overall approach • OBJECTIVE • To understand how to optimize engagementwith three key target groups: • Interested Citizens Influentials Government Decision-Makers • APPROACH • Focus groups and surveys: • 3,984 Interested Citizens in the UK, France, Germany, China, U.S. • In-depth interviews • 88 Influentials across the China, France, Germany, U.K., U.S. • 40 Government Decision-Makers in the UK, France, Germany, U.S.

  4. Research Questions GOVERNMENT DECISION-MAKERS INTERESTED CITIZENS INFLUENTIALS

  5. Interested Citizens

  6. Interested Citizens: Overview PROFILE PRIORITY DEVELOPMENT ISSUES % of urban population: U.S. 31%, France 33%, Germany 41%, China 46%, U.K. 50% POVERTY, CORRUPTION, HEALTH, EDUCATION BETTER EDUCATED – except in China UNDERREPRESENTED UNFAMILIAR WITH DEVELOPMENT LANGUAGE NO STRONG GENDER BIAS 16-25 SOURCES OF DEVELOPMENT INFORMATION ENGAGEMENT DONATING MAIN ACTIVITY • WELL INFORMED ABOUT DISASTERS • LITTLE INFO ABOUT LONG-TERM • DEVELOPMENT • LITTLE ACTIVE INFORMATION SEEKING • TV DOMINANT SOURCE • NOT USED OFTEN for OBTAINING DEVELOPMENT INFO Making a difference Evidence of impact MOTIVATORS Personal connection Emotional resonance BARRIERS

  7. Interested Citizens: Development – Whose Responsibility? Assigning responsibility for addressing development challenges

  8. Interested Citizens: Government’s Engagement I How much is your government doing to improve economic and social conditions in developing countries?

  9. Interested Citizens: Government’s Engagement II How much difference have your government’s development efforts made in the past 10 years?

  10. Interested Citizens: Sources of Development Information Other Social Media 2% Other Social Media 15% Blogs 8% 1% 3% 5% 2% 1% 1% Blogs 1%

  11. Interested Citizens: How They Engage

  12. Influentials

  13. Influentials: Overview PRIORITY DEVELOPMENT ISSUES INTERNATIONAL DEVELOPMENT - WHOSE RESPONSIBILITY? • Wide range of issues • Priorities linked to professional interests • Frequently mentioned: Health, climate change, governance COMMUNICATION CHANNELS FAVOURED ADVOCATES NO CONSENSUS Too brief, hard to verify, used to fight info overload For background, broader socio-econ. context Information vetting, “insider” info, info sharing Alternative perspective, aggregators, real-time field update Central source: data, policy info

  14. Influentials: Key Sources I

  15. Influentials: Key Sources II

  16. Government Decision-Makers

  17. Government Decision-Makers: Overview INTERNATIONAL DEVELOPMENT - WHOSE RESPONSIBILITY? PRIORITY DEVELOPMENT ISSUES • Individual roles + country context define issue framing • Frequently mentioned: Governance, health, education, unfair trade, climate change COMMUNICATION CHANNELS & INFLUENCERS FAVOURED ADVOCATES EXPERTISE IS KEY Most trustworthy for policy info Highly valued for policy info For current events, public opinion tracking, not policy info Mixed views Rarely used, not trusted CELEBRITIES

  18. Government Decision-Makers: Key Sources I

  19. Government Decision-Makers: Key Sources II

  20. Considerations

  21. Considerations • INTERESTED CITIZENS • Define primary, secondary and tertiary TARGET AUDIENCES • Use clear, understandable LANGUAGE • Use MIXED APPROACH – communication AND long-termengagement strategies • Engage them EARLY • Respond to appetite for seeing evidence of IMPACT – personal stories, • not data • GOVERNMENT DECISION-MAKERS & INFLUENTIALS • Facilitate more effective info & DATA GATHERING and sharing strategies • Optimise the UNIQUE VALUE OF DIFFERENT CONTRIBUTORS to the international development information environment: NGOs, think-tanks, media, multi-laterals • Consider a formal seat at the table for the PRIVATE SECTOR and increase engagement of SOUTHERN INSTITUTIONS

  22. Further Information • BUILDING SUPPORT PORTAL • www.audiencescapes.org/buildsupport • Full “Building Support for International Development” report • 5 Country micro reports: • Germany • France • China • U.K. • U.S. • 4 Topic reports: • Celebrities • Public Opinion • Research Organisations • NGOs

  23. Thank you

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