Neuronauka we wzorcach lingwistycznych kampanii komunikacyjnych o ochronie środowiska w kontekście zrównoważonego rozwoju

Magdalena Saczyna


Faculty of Economics at the University of Gdańsk, Armii Krajowej 119, 81-701 Sopot, Poland (Polska)


Abstrakt

Neuronauka jest dyscypliną naukową zajmującą się badaniem systemu nerwowego i mózgu, która ma na celu zgłębienie zasad funkcjonowania tych organów. Pomimo faktu, że znaczenie tej dziedziny w naukach społecznych było już szeroko dyskutowane, kwestia wykorzystania potencjału neuronauki w kontekście ochrony środowiska nie została jeszcze poddana dogłębnej analizie. Zgodnie z wiedzą autorki, kwestia komunikacji o problemach zanieczyszczenia środowiska z perspektywy lingwistycznej w kontekście neuronauki nie została jak dotąd w szerokim zakresie zbadana. Celem niniejszego artykułu jest zwrócenie uwagi na te lukę w badaniach, wskazanie na potencjał neuronauki jako aspektu wpływającego na efektywność kampanii komunikacyjnych i podkreślenie roli lingwistycznych aspektów jako czynników determinujących zmianę w zachowaniu człowieka w kontekście ochrony środowiska. Autorka niniejszego opracowania wysuwa hipotezę, że przyszłe starania zmierzające do osiągniecia zrównoważonego rozwoju powinny mieć charakter systematyczny i holistyczny, a neuronauka powinna być postrzegana jako alternatywne rozwiązanie problemów środowiskowych. Ponadto, w niniejszym artykule autorka bada potencjał neuronauki w oparciu o lingwistyczny model komunikacji, który mógłby w pozytywny sposobów wpłynąć na zmianę zachowania w odniesieniu do problemów środowiskowych, oraz podkreśla związek między dwoma dyscyplinami: lingwistyką i neuronauką – dyscypliną, która zajmuje się nieświadomymi czynnikami determinującymi zachowanie ludzkie. Niniejszy artykuł jest wezwaniem do uwzględnienia wyników badań z dziedziny neuronauki w koncepcie przekazu komunikacji masowej w celu efektywniejszej promocji ochrony środowiska.


Słowa kluczowe:

zrównoważoność środowiskowa, kampanie komunikacyjne, wzorzec lingwistyczny, neuro-nauka

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2019-01-02

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Saczyna, M. (2019). Neuronauka we wzorcach lingwistycznych kampanii komunikacyjnych o ochronie środowiska w kontekście zrównoważonego rozwoju. Problemy Ekorozwoju Problems of Sustainable Development, 14(1), 109–118. Pobrano z https://ph.pollub.pl/index.php/preko/article/view/5065

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Magdalena Saczyna 

Faculty of Economics at the University of Gdańsk, Armii Krajowej 119, 81-701 Sopot, Poland Polska

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