I Vara kommun samverkar både stat, region, kommun och medborgare i ett projekt för att få fiberbredband på landsbygden. Ett stort förändringsprojekt som involverar många människor och som behöver kommuniceras på ett bra sätt för att skapa förståelse, motivation och engagemang. Syftet med den här uppsatsen har varit att beskriva förändringskommunikation och att kartlägga olika aktörer och kommunikationskanaler som kan vara involverade i en förändringsprocess. Dessutom har syftet varit att få ta del av upplevelsen av den kommunikation som har skett i det här förändringsprojektet i Vara kommun. Studiens fokus resulterade i en kvalitativ design och urvalet av respondenterna som svarade på upplevelsen av kommunikationen gjordes utifrån de föreningsrepresentanter som har varit aktiva i projektet. Dessutom har en kartläggning av bakgrund, aktörer och kommunikationskanaler skett via informanter som har varit aktuella. Författaren har själv varit engagerad i projektet. De kommunikationskanaler som aktörerna har använt sig av har varit elektroniska, skriftliga och muntliga. Engagemang, förväntningar och relationer är de 3 tema som den tematiska analysen resulterade i och har varit underlag för att beskriva upplevelsen av kommunikationen. Kommunikationen upplevs ha varit som en bergodalbana, där förtroendet har gått upp och ner. Det förutsätts att kommunikation fungerar men det är viktigt att ledningen redan på den strategiska nivån lyfter upp förändringskommunikationen. / Vara municipality interact at both national, regional, local government and citizens in a project to get fiber broadband in rural areas. A major change project involving many people and need to communication in a good way to create understanding, motivation and commitment. The purpose of this paper was to describe change communication and to identify the different actors and communication channels involved in a process of change. In addition, the aim has been to benefit from the experience of the communication that has occurred in this change project in Vara Municipality. Focus of the study resulted in a qualitative design and selection of respondents who responded to the experience of communication made by the representatives who have been active in the project. In addition, a survey of the background, actors and communication channels occurred via informants who have been relevant. The author herself has been involved in the project. The communication channels that participants have used have been electronic, written and oral. Commitment, expectations and relationships are the 3 theme that the thematic analysis resulted in, and has been a basis for describing the experience of communication. The communication is perceived to have been as a rollercoaster, where thrust has gone up and down. It assumed that communication works but it is important that management already on the strategic level work with change communication

Climate change is a pressing problem and substantial reductions in the greenhouse gas emissions that cause it are necessary to avert the worst impacts predicted. The UK has targeted an 80% reduction from 1990 emissions levels by 2050. This thesis investigates how to promote behavioural changes that will reduce emissions associated with individuals’ lifestyles, which comprise a significant proportion of the UK total. The thesis begins by appraising whether and how climate change communications, specifically films, can succeed in changing attitudes and behaviour. The impacts on viewers of the film The Age of Stupid were assessed using a fourstage panel survey. Increased concern, motivation to act, and sense of agency felt immediately after seeing the film did not persist, but respondents reported some behavioural changes. The longer-term follow-up suggests that behavioural intentions do not necessarily translate into action, but also revealed issues concerning the reliability of participants’ causal attributions of their behaviour. These and other challenges of conducting longitudinal studies of behavioural change related to climate change communications are discussed. The thesis then uses a model of behavioural change transposed from health psychology to analyse the processes of change employed or depicted by four climate change films, in order to identify more generally the strengths and limitations of films as means to promote mitigation action, and to demonstrate the potential utility of the model in the field of proenvironmental behaviour change. The issue is then considered from the opposite angle, with an examination of what has motivated individuals who have already adopted lower-carbon lifestyles. Qualitative research reveals that protecting ‘the environment’ per se is not the primary value stimulating most interviewees’ action; typically they were more concerned about the impacts of climate change on people in developing countries. Although analysis of a survey instrument showed that biospheric values are important to the participants, they tended to score altruistic values significantly higher. Thus it may not be necessary to promote biospheric values to encourage lower-carbon lifestyles. The final element of the work involved researching the opinions of members of Carbon Rationing Action Groups, seeking to understand what can be learned from their experiences of living with a carbon allowance, and the implications that the findings may have for potential government policies, especially personal carbon trading. The thesis concludes that, given the scale of action required, the difficulties individuals face when considering whether and how to adopt lower-carbon behaviours, and the limited impact of initiatives such as Carbon Rationing Action Groups and The Age of Stupid beyond a relatively small circle of people who tend to exhibit particular traits (such as a preference for frugality), significant UK emissions reductions will necessitate far-reaching legislation that will impact on everyday practices and behaviour.