Changing Behaviour: Participation, Influence and Impact

Holly Goodier, Dr Aleks Krotoski, Lisa Sargood

Monday 18 March 2013 13:00 - 17:00

Oxford Internet Institute, 1 St Giles, Oxford OX1 3JS

Please email your name and affiliation to events@oii.ox.ac.uk or telephone +44 (0)1865 287210.

Abstract

Session One: 'The Participation Choice' - Holly Goodier

One of the defining characteristics of digital media is interaction. It enables us to be active, make choices, build connections, express ourselves and exercise a new level of control over our media experiences. But how active is the UK online population really? And how might this change in years to come? With these questions in mind, the BBC Future Media Audience team conducted a large-scale, long-term investigation into how the UK online population participates using digital media today - from sharing links, to writing blogs and uploading photos. And it revealed a fascinating, and at times, surprising picture.

Session Two: 'Modes of Influence, Digital First and Best?' - Aleks Krotoski

The drive to digital is everywhere, with announcements daily from newspapers and publishers, government departments and retailers stating that their strategy is now "digital first". But in terms of genuine user engagement are digital channels those which most inspire behavioural change? What alternatives are proving captivating? How much can we draw from current experimentation here in offline areas too?

Session Three: 'Innovative Ways to Drive Impact - What Might Just Work?' - Lisa Sargood

Raising public awareness of environmental and nature conservation issues is no easy task. Capturing attention is one thing, changing attitudes and behaviours quite another . With considerable investment in digital channels in recent years to drive public concern, raise funds and influence policy where's the evidence for what's working? And how are innovators using digital platforms and channels to make it easier to act and show we care?

About the speakers

Holly Goodier

Head of Audiences for BBC Future Media

Dr Aleks Krotoski

Research Associate, Oxford Internet Institute and Visiting Fellow, LSE

Lisa Sargood

Director of Digital Strategy, Horton Wolfe and Visiting Associate, Oxford Internet Institute