Cultural attitudes and behavioural change: A conceptual examination of the wolf and the publisher

Abstract

Abstract Cultural transformation is required to support positive attitudinal change towards the natural environment. Cultural intermediaries are influential in the dissemination of environmental knowledge since they support and promote cultural activities through their role as gatekeepers and tastemakers of culture. They are, therefore, influential in knowledge transfer, through their work as publishers, arts managers, producers, and curators. Consequently, they play a pivotal role in the creation of an individual’s attitudes. This conceptual article, is specifically, concerned with publishers and how they can influence a person’s attitudes towards the Eurasian wolf (Canis lupus lupus) and its cousins, the North American grey wolf (Canis lupus) and red wolf (Canis rufus). Furthermore, a change of attitude can impact on an individual’s beliefs, feelings, and behaviour. Especially since any attitudes an individual holds are often a result of social learning, rather than direct contact or knowledge of the wolf. Consequently, to achieve behavioural change, it is necessary to challenge existing knowledge and attitudes, here the work of cultural intermediaries can be critical. For example, publishers can help to create cognitive dissonance within individuals which may support positive behavioural change towards the natural environment. Given the significant role intermediaries have within European and North American societies and their ability to change individual behaviour, it is crucial that their impact on environmental knowledge and attitudes be considered.

Keywords

• culture,
• wolf,
• cultural intermediaries,
• transdisciplinary,
• publishers,
• attitudinal change