Project Details
Project Description
This project investigates commercial radio, including online audio, as a medium to accelerate EV adoption in Australia. In 2023, EVs made up 8.5 per cent of all new car sales in Australia, and comprised about one per cent of the nation’s light vehicle fleet. The target is for a net-zero vehicle fleet by 2050. In order to achieve this, rapid change is required in individual purchasing behaviours, as well as in policy and industry practices. Media will play a crucial role in accomplishing this. However, much Australian media remains mired in misinformation, poor climate and technological literacy, and/or disinterest, which can create confusion and hesitancy among audiences.
The aim of this project is to identify and analyse commercial radio’s role in Australia's response to climate change and its net zero targets. Working with content directors, producers and presenters across metropolitan and regional areas, we will develop content that resonates with commercial radio audiences and with people who are vulnerable to misinformation and resistant to the renewables roll out and shift to EVs. The efficacy and impact of the content will be evaluated through a rigorous research program using content analysis, surveys, focus groups and interviews with audience members, producers and presenters.
The project has the potential to support EV and energy transition by increasing public and political awareness of the benefits and impacts of the transition. It will fill a major gap in Australian climate communications research through its focus on commercial radio and online audio as a tool for engaging hard to reach/hard to influence audiences and ensuring local support for large-scale climate solutions. The project will be the first of its kind and will create an evidence base to inform further actions and research in Australia and internationally.
The aim of this project is to identify and analyse commercial radio’s role in Australia's response to climate change and its net zero targets. Working with content directors, producers and presenters across metropolitan and regional areas, we will develop content that resonates with commercial radio audiences and with people who are vulnerable to misinformation and resistant to the renewables roll out and shift to EVs. The efficacy and impact of the content will be evaluated through a rigorous research program using content analysis, surveys, focus groups and interviews with audience members, producers and presenters.
The project has the potential to support EV and energy transition by increasing public and political awareness of the benefits and impacts of the transition. It will fill a major gap in Australian climate communications research through its focus on commercial radio and online audio as a tool for engaging hard to reach/hard to influence audiences and ensuring local support for large-scale climate solutions. The project will be the first of its kind and will create an evidence base to inform further actions and research in Australia and internationally.
| Status | Active |
|---|---|
| Effective start/end date | 1/11/24 → 31/10/26 |