Polarised perspectives in salmon aquaculture warrant a targeted long-term approach to communication

Abstract

Many activities associated with the expanding blue economy are characterised by high complexity, uncertainty, and significant potential for environmental impacts. In a shared marine environment, these conditions can lead to conflict, with increasingly polarised debate ultimately hindering new development. Key communication determinants of this conflict include: (i) the level of interest in the debate; (ii) the strength of attitudes; (iii) the certainty of attitudes; (iv) the level of trust between stakeholder groups; and (v) gaps in information. Using the Australian salmon industry as an exemplar of aquaculture conflict, we have run a stakeholder survey to measure each of these determinants. Implications for building effective communication strategies have been explored, addressing systemic issues such as legitimacy and credibility of information sources, message discrepancy, and negation of misinformation. The findings suggest that to reduce conflict and build community trust, communication will require targeted long-term strategies, allowing government agencies, aquaculture companies, scientists and communities to inform and be informed. Policies that promote a common dialogue and collective learning with regard to interactions between aquaculture, coastal ecosystems and communities will be critical in shifting the focus from concerns of collusion and secrecy, towards that of engagement and collaboration on impact and trust attributes. Policy makers and research agencies will also need to provide adequate resources, training, and incentives for scientists to expand their role from providing traditional technical advice, to engaging more broadly on contentious socio-ecological issues.

Keywords

• Communication
• Aquaculture conflict
• Salmon
• Strategic communication
• Stakeholder conflict