Perspektiven für eine zielgruppenorientierte Kommunikation der bayerischen Umweltbildung: Untersuchung aus der Sicht von sozialen Milieus als Grundlag
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Inhaltsangabe: Zusammenfassung: Erst allmählich beginnt die bayerische Umweltbildung Konsequenzen aus ihrer unbefriedigenden und unsicheren Finanzlage zu ziehen. Der scheinbare Konflikt, der über 30 Einrichtungen, zwischen Bildungsauftrag zur nachhaltigen Entwicklung einerseits und ökonomischer Unabhängigkeit andererseits, wird erst langsam überwunden. Ein professionelles Marketingkonzept ist ein möglicher Weg, um, durch die Erhöhung der Eigeneinnahmen, die Abhängigkeit von öffentlichen Fördergeldern ein Stück weit zu verlassen. Als erster Schritt einer Marketingstrategie ist die intensive Auseinandersetzung mit den eigenen Zielgruppen notwenig. Das Modell der Sinus-Milieus, das vom Heidelberger Sinus Institut entwickelt wurde, liefert hierzu eine geeignete Methode. Dabei werden klassische soziale Indikatoren wie Beruf oder Einkommen durch qualitative Daten der Werteorientierung und Grundeinstellung erweitert. Als Ergebnis dieser Kombination aus sozialer Lage, die von der Unterschicht bis zur Oberschicht reicht, und der Grundorientierung, von traditionell bis modern, werden zehn unterschiedliche Milieus beschrieben: Konservative, Traditionsverwurzelte, DDR-Nostalgische, Etablierte, Bürgerliche Mitte, Konsum-Materialisten, Postmaterielle, Moderne Performer, Experimentalisten und Hedonisten. Diese Milieus, mit Ausnahme der DDR-Nostalgischen, werden hinsichtlich folgender Aspekte genauer betrachtet. Umweltbewusstsein, Einstellung zu Natur- und Umweltschutz; Gesellschaftliches Engagement (insbesondere im Hinblick auf die Mitarbeit in lokalen Agenda 21-Prozessen); Freizeit- und Urlaubsverhalten; Konsumverhalten; Bildungsaffinität, im Speziellen bezüglich Weiterbildungsbeteiligung und Themeninteresse, Lernziele und Erwartungen, Teilnahmebarrieren. Eine exemplarische Auswahl von vier Umweltbildungseinrichtungen wurde, mittels mündlicher Befragung, hinsichtlich der Milieuzugehörigkeit des Publikums untersucht. Speziell die derzeitige Erreichbarkeit der Prioritätsmilie
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