Identifying and Overcoming Communication …
105
interviews aimed to determine which green campus actions were implemented in the
university and investigate the obstacles linked to communication failures faced in the
implementation and execution of these projects. This article inquires how communication obstacles can damage green campus initiatives in the university. From this
question, this paper deepens the reflection and dialogue on green campus promotion
to guarantee the execution of sustainability initiatives. This paper is divided in six
sections which encompass theoretical foundations for the discussion, methodology,
presentation of data, analysis, and final considerations.
2 High Education, Information and Communication
for Sustainable Development
The transformational potential of communication is an important factor for the promotion of sustainable development. In this vision, communication has a more holistic
role which does not limit itself to simple persuasion and behavior changes, but also
involves deeper mechanisms, such as trust building, knowledge and history exchange,
problem identification and the definition of solutions (Mefalopulos 2005). To da Conceição Golobovante (2010), communication in the process of development and sustainability must establish relation channels that are capable of informing consumers,
employees, suppliers, communities and all parts of society, as well as, mobilizing,
involving, educating and inducing changes between organizations and their stakeholders. It is necessary that communication occur continuously and permanently,
with broad strategies for the construction of a sustainability culture inside societies
(Cabestré et al. 2008; da Conceição Golobovante 2010).
Communication for Sustainable Development (CSD) is conceived through the
planned use and participation of methods and communication tools which facilitate
the sharing of knowledge and information, for the change of attitudes and practices,
aimed to accomplish the sustainable development goals (Mefalopulos 2005). GTZRioPlus (2006) defines the five branches of Strategic Communication for Sustainable Development: 1—Development and Environmental Communication; 2—Social
Marketing; 3—Non-formal and environmental education; 4—Civil society mobilization; 5—Conflict management and negotiation.
Da Costa Bueno (2012) highlights that CSD needs to incorporate a political perspective, supported by concepts which effectively contribute to the sustainable development debate, aiming to, in addition to informing, mobilize and raise awareness.
It must accomplish three basic functions: promote the consolidation of the sustainability concept (broadly, incorporating environmental, socio-cultural, political and
economic aspects); favor awareness about inherent risks of non-conscious consumption, waste and inequalities; report deviations and abuses committed by individuals
and organizations; rescue transparency principles; harmonical coexistence and solidarity.
105
interviews aimed to determine which green campus actions were implemented in the
university and investigate the obstacles linked to communication failures faced in the
implementation and execution of these projects. This article inquires how communication obstacles can damage green campus initiatives in the university. From this
question, this paper deepens the reflection and dialogue on green campus promotion
to guarantee the execution of sustainability initiatives. This paper is divided in six
sections which encompass theoretical foundations for the discussion, methodology,
presentation of data, analysis, and final considerations.
2 High Education, Information and Communication
for Sustainable Development
The transformational potential of communication is an important factor for the promotion of sustainable development. In this vision, communication has a more holistic
role which does not limit itself to simple persuasion and behavior changes, but also
involves deeper mechanisms, such as trust building, knowledge and history exchange,
problem identification and the definition of solutions (Mefalopulos 2005). To da Conceição Golobovante (2010), communication in the process of development and sustainability must establish relation channels that are capable of informing consumers,
employees, suppliers, communities and all parts of society, as well as, mobilizing,
involving, educating and inducing changes between organizations and their stakeholders. It is necessary that communication occur continuously and permanently,
with broad strategies for the construction of a sustainability culture inside societies
(Cabestré et al. 2008; da Conceição Golobovante 2010).
Communication for Sustainable Development (CSD) is conceived through the
planned use and participation of methods and communication tools which facilitate
the sharing of knowledge and information, for the change of attitudes and practices,
aimed to accomplish the sustainable development goals (Mefalopulos 2005). GTZRioPlus (2006) defines the five branches of Strategic Communication for Sustainable Development: 1—Development and Environmental Communication; 2—Social
Marketing; 3—Non-formal and environmental education; 4—Civil society mobilization; 5—Conflict management and negotiation.
Da Costa Bueno (2012) highlights that CSD needs to incorporate a political perspective, supported by concepts which effectively contribute to the sustainable development debate, aiming to, in addition to informing, mobilize and raise awareness.
It must accomplish three basic functions: promote the consolidation of the sustainability concept (broadly, incorporating environmental, socio-cultural, political and
economic aspects); favor awareness about inherent risks of non-conscious consumption, waste and inequalities; report deviations and abuses committed by individuals
and organizations; rescue transparency principles; harmonical coexistence and solidarity.