Environmental practitioners often develop communications and behavior change interventions that conceptualize individuals as consumers or as other limited, standalone personae. This view neglects the role of conservation audiences as social beings with complex social relationships and networks, potentially resulting in lost opportunities to increase the effectiveness of conservation interventions. We offer a reframing of individuals as members of social networks who can influence others through their many different societal roles. This framing may help individuals recognize their potential to affect large‐scale societal structures and empower them to contribute to systemic changes. In practice, conservation organizations might increase the impact and reach of their behavioral interventions by targeting social referents (individuals or groups who people reference for accepted and desired behaviors) and leveraging interpersonal relationships. This includes encouraging individuals to make use of their networks to discuss issues such as biodiversity loss with a variety of acquaintances to normalize them as a topic of conversation. We argue that organizations can leverage the power of social networks to amplify change and promote the message that people change the world through their social ties, thereby inspiring audiences to further engage in conservation behaviors.

中文翻译：

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将保护受众从个人重构为社会生物


环境从业者经常开发沟通和行为改变干预措施，将个人概念化为消费者或其他有限的独立角色。这种观点忽视了保护受众作为具有复杂社会关系和网络的社会人的作用，可能导致失去提高保护干预措施有效性的机会。我们将个人重新定义为社交网络的成员，他们可以通过许多不同的社会角色影响他人。这种框架可以帮助个人认识到他们影响大规模社会结构的潜力，并赋予他们为系统性变化做出贡献的能力。在实践中，保护组织可能会通过针对社会参照物（人们参考公认的和期望的行为的个人或群体）并利用人际关系来增加其行为干预的影响和范围。这包括鼓励个人利用他们的网络与各种熟人讨论生物多样性丧失等问题，以使它们成为话题。我们认为，组织可以利用社交网络的力量来放大变革，并宣传人们通过社会关系改变世界的信息，从而激励受众进一步参与保护行为。