Communication and personal constructs of selected stakeholders on biofuels
2009
Quilloy, R.M.
Biofuels has generated debate in the country since the RA 9367 or the Biofuels Act of 2006 was enacted. Using George Kelly's Personal Construct Theory (1955), this study determined how Filipino stakeholders on biofuel construe the 'meaning' and importance of biofuels. Specifically, the study aimed to 1) identify the respondents' sources of information about biofuels; 2) determine their constructs on biofuels; and 3) compare their personal constructs. The case study involved 10 purposively sampled stakeholders representing scientists, policymakers, and private investors who have expressed their positive or critical views about biofuels publicity. Their personal constructs were elicited using the repertory grid technique. Further analysis was done using REP IV Personal Version 1.11. The respondents' information sources were the media, interpersonal communication networks, Internet and scientific literatures. Among the biofuels issues they encountered from these sources, two issues cut across their individually unique constructs- food security and sustainable development. Their constructs related to policy making covered production and postharvest, marketing, environment, and organization and communication. The respondents interpreted the concept of biofuels based on their expertise, experiences, and information sources. Hence, various aspects of biofuels should be communicated and understood by the stakeholders. This can be done by audience segmentation and multiple messages development through various channels and approaches to address key concerns and issues on biofuels development.
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