| Abstract [eng] |
Effective communication in the context of climate change plays a crucial role. The concept of climate change covers a wide interdisciplinary field, and the impact of this phenomenon is felt by residents of countries all over the world in ecological, economic, and social areas of life. Complex forest ecosystems contribute to climate change mitigation, protect biodiversity, store carbon, maintain the water cycle and soil stability. Lithuanian scientific literature lacks empirical research that systematically assesses the communication effectiveness of state forest sector institutions in the context of climate change. The object of the master's thesis is the Lithuanian State Forest Enterprise's communication on climate change. The purpose of the master's thesis: to investigate and evaluate the effectiveness of the State Forest Enterprise's communication in the context of climate change and to provide the organization with practical recommendations for increasing the effectiveness of communication. This study employs a systematic comparative content analysis of scientific literature and other relevant sources. The theoretical part introduces the concept of communication and models for assessing communication effectiveness, discusses the global and Lithuanian context of climate change, and examines climate change communication issues, highlighting the importance of the forestry sector. Theoretical insights are applied in the empirical part of the study to analyse and evaluate the effectiveness of Lithuanian State Forest Enterprise communication in the context of climate change. The research adopts a mixed-methods approach, combining qualitative and quantitative methods. Qualitative methods include content analysis and semi-structured interviews with representatives of the organization and key stakeholder groups, while the quantitative method consists of a public survey. The results of the master’s thesis reveal both the strengths and key challenges of the communication implemented by the Lithuanian State Forest Enterprise. The identified problems are primarily related to public distrust associated with the enterprise’s economic activities, the absence of a clear and consistent strategic communication direction, limited cooperation with stakeholders, and a predominantly reactive and fragmented communication approach that insufficiently integrates sensitive topics. Based on the evaluation of the research findings, the study presents the researcher’s insights, conclusions, and practical recommendations aimed at improving the effectiveness of the organization’s communication processes. |
