The Video:
The truth – sustainable fishing
The global ecological label we choose is Ocean Wise. Ocean Wise is a Vancouver Aquarium conservation program created to educate and empower consumers about the issues surrounding sustainable seafood. The main purpose of this organization is to get more ocean species buyer to make ocean-friendly decisions. Overfishing has been the greatest threat to our oceans today. The biological chain of the ocean is intercepted because an extinction of one species can cause the unbalance of this biologic chain, which then threatens the environment of the whole ocean. It gets more and more important for us human beings to consume seafood in a sustainable manner. Ocean Wise recommend species that are caught or farmed in a way that ensures the log-term health and stability of that species, as well as the greater marine ecosystem. Ocean Wise has four criteria after which they select the sustainable species:
1. Abundant and resilient to fishing pressures.
2. Well managed with a comprehensive management plan based on current research.
3. Harvested in a method that ensures limited bycatch on non-target and endangered species.
4. Harvested in ways that limit damage to marine or aquatic habitats and negative interactions with other species.
The symbol of Ocean Wise appears on menus, display cases and products. Anyone who wants to join Ocean Wise has to submit an application request on the website and ocean wise will reply via e-mail the required steps to become a partner of Ocean Wise. Up until now, 634 partners have joined Ocean Wise, including restaurants, markets, suppliers, culinary schools, an educational institute and a sports/entertainment arena. Moreover, projects are conducted by Ocean Wise, as for example one of them is The Movement For Sustainable Seafood At Vancouver Aquarium’s 2014 Ocean Wise Chowder Chowdown. Top Ocean Wise chefs compete head-to-head in Vancouver, Calgary and Toronto for the title of 2014 Ocean Wise Chowder Chowdown Champion in each city. Tasting all the delectable original chowders, paired with local craft beer and vote for the favorite, all in support of sustainable seafood. It’s obvious that the method of Ocean Wise can help to save the endangered species, protect the balance of the ocean system and maintain the good state of the ecological environment.
http://www.oceanwise.ca
The purpose of our group is to persuade people (relevant to Hong Kong) to protect the sea animals and being aware of the Ocean Wise label. As a result they will go to restaurants who have this label or even become a partner. Persuasion is widely seen as a skill served for selling products and closing deals, but it indeed helps to change people’s mind, involve moving people to a position they don't currently hold.
CHANGE
1. Use the four phases of a persuasion campaign to do some explanation.(David A.Garvin,Michael A. Roberto. 2005)
In our video, we use persuasion to make audience feel comfortable and willing to change their view.
• Convince audiences that radical change is imperative and demonstrate why the new direction is right.
WE NEED CHANGE
We show pictures about the ways of people fishing which is illegal, compared with beautiful ocean, the purpose is to let people know our appetite for fish is threatening to overwhelm the ocean’s ecology, while the slaughter of whales and industrial fishing methods are destroying endangered species. We need to change.
• Position and frame preliminary plan
YOU CAN HELP CHANGING
In the video, we show recommendation of what to do if you are aware of this problem. We encourage people to help.
When was the last time you ate fish?
2. Use ethos, pathos and logos of persuasion and influence to explain and analysis.
(1) Ethos
Ethos means the characteristics of the messenger. It focuses on how the persuader works. If you want to persuade someone, you need some characteristics. We will analysis several we used in our video.
a. Credibility. We are more likely to be persuaded (even without the inclination to do so) by someone who is perceived to be an authority. This is also one of the four essential steps of effective persuasion. We see from one reading (Conger, J. A. 1998) which said credibility grows out of two sources: expertise and relationship. About relationship it talks about build good relationship with audiences, actually it is easy to achieve if audiences are our classmates, but if audiences are all Hong Kong residents, it could be hard to achieve. By using two types of music we reflect the mood- one dramatic for realizing the problems/causes and one happy song to encourage for help. Our group focuses on expertise. In our video, all pictures and information come from authorities and professional newspaper or website, people can trust. Furthermore we provide information about statistics. Hong Kong people are the second largest per-capita consumers of seafood in Asia, with every person consuming an average of 71.6kg of seafood per year. The popularity of seafood in Hong Kong places large demands on both local and overseas fisheries, to the extent that certain species are in danger of being wiped out forever and marine ecosystems around the world are deteriorating.
b. Frame for common ground. This is the second step of effective persuasion, which means identify shared benefits. In our video, we express that if we don't protect the Ocean now the consequences will be severe. In 50 years time we will have no fishes anymore due to the overfishing. Fish is supposed to be healthy food and since we have no fishes “left” the availability of healthy food shrinks. This is win-win strategy for our audience because you can benefit from seafood as healthy food and furthermore it will have impact to protect the ocean.
You still wan to enjoy the beauty of the ocean in 50 years time?
(2)Logos
a. Contrast. Contrast emphasizes on comparison. In our video, we often use comparison. We show pictures of the beauty from the ocean and then after that a big fishing boat. Further we use pictures of typical seafood platter and then pictures of whales which got killed. We illustrate some successful examples about protect ocean and then the ecology become well. So by using this strategy we make people feel how important a beautiful ocean is. We also put an example about WWF which is already used in Hong Kong to catch people eyes. To raise awareness about the need for sustainable seafood consumption, WWF-Hong Kong announced the results of a sustainable seafood survey and launched an updated version of our popular Seafood Guide.
b. Provide evidence. Don’t use ordinary evidence, most effective persuaders use language in a particular way. We ask questions in order to make our audience thinking.
Commit to change
(3)Pathos
a. Connect emotionally. Good persuaders are aware of the primacy of emotions. On the one hand, our group thinks that we have to let our audiences know our commitment to protect seafood, which is not just in our mind but also in our heart and gut as well. In our video, you can see our group member sign a commitment of protect seafood, and we want to connect with our audiences. We build a role model so audience can learn from us. On the other hand, we ask people to think about two questions: how often they eat fish and how the fish ended up on the platter? This is also kind of emotion connected.
b. Know the audience and context. This means we need to use all available resources to know the audiences. We will introduce relevant Hong Kong cultural into our analysis. We all know Hong Kong is one of the world's most liberal economies and is a major international center of finance and trade. The characteristic of cultural is more international. The pace of life is quite fast. If we know this background, when we persuade people in Hong Kong, we should pay attention on use simply and critical information in our video to catch people’s eyes, because they are busy and don't have too much time.
c. Social proof (Cialdini, R. B. 2001). People are often persuaded to change their attitudes or behavior in response to real or imagined group pressure. So we can use peer power whenever it's available.
We all know Hong Kong has many harbors and fishing is also developing. Seafood is also one of people’s habits, overfishing is a permanent phenomena, so our video may have a positive influence on our audiences.
Articles interesting to read about this topic:
Videos:
https://www.youtube.com/watch?v=b7-b3Q-dLbA
https://www.youtube.com/user/OceanWiseSeafood
https://www.youtube.com/watch?v=8HTQ4x5rUls
1. Garvin, D. A., & Roberto, M. A. (2005, 02). Change through persuasion. Harvard Business Review, 83,104-112. http://search.proquest.com/docview/227816351?accountid=10134
Student ID50285838 Just call me "Tung"
ReplyDeleteI like your blog and video. Your blog gives me the feeling that you understand the concepts, that you took care not only the message, but also the messenger and the audience. In many areas, my team applied the same concepts as yours, for instance, PROVIDE EVIDENCE ; SOCIAL PROOF. I see you also applied the "loss aversion" concept, but you just did not give notes on it. I believe you would share with me that with the Aritotle's Rhetoric our persuasion is made easy.
One little comment if I may make is, the video still appears to be a bit too long. Perhaps you may think of cutting out some of those not valued added frames. Enjoy your future journey of persuasion.
Tung
Student ID 53178713, My name is Alan.
ReplyDeleteI like your blog as well. First of all, you guys use the fact with evidence to persuade us that "over fishing" is not correct. I totally agree with that. However, did you think of what was the incentive to drive those people to overfishing. I assume it is because of the profit. On one hand, as your video suggest, we can let the buyers to know the fact and stop buying. On the other hand, we can let the government or Union to set up the fishing rules. If the governments can follow up the "stop over fishing" regulation, it is more effective to stop overfishing. So I assume the audience should be the officers than normal hongkong people.
Student ID53444546, My name is May.
ReplyDeleteI totally agree with the position provided by your team. The message is clear and concise. The length of the video is appropriate. The pace of Hong Kong is fast. Most Hong Kong people are not willing to spend several minutes to watch a promotional video. The music rhythm matches with the video frame. It is good to quote figures that make the message more persuasive. Hong Kong people always dine outside. It would be better if the video can show that some restaurants have got the Ocean Wise label, it can encourage people to take effort to find this label.
Hi Zebra,
ReplyDeleteFeel it really attracted and meaningful after reading your group work both the words and the video.
You did a good job in persuasion, at least to me, I think I may take a consideration about whether to eat that much seafood. Your work is so touching.
I agree with your idea by using the label “Ocean Wise” to make us aware of protecting the sea animal, together with amounts of evidence and contrast to make a powerful persuasion.
I also think you can abstract and explore more evidence from different respects to make your findings more diversified and outstanding such as how should people do and do not to protect the ocean not only just stop killing but also polluting which you can expand. Thus, that make your article more persuasive to variable readings in different position or respect.
Overall, I learnt, gained and self-observation from your work. Thank you!
Sorry to add my information I am Yang Jiuwei. Student Id:53247711
ReplyDeleteID: 53200459 Jason
ReplyDeleteHi Zebra,
I am appreciated the content your team had covered. it is very informative and figures, percentage of seafood consumption was illustrated. very thoughtful video with rich pictures. I can't agree more on the idea of sustainable fishing as i am a seafood lover. on top of that, i am a fishing obsesser (angler). I can also sense for years how much we catch from the see when fishing around Hong Kong region, also the size we can catch is literally TINY...which had shown that the ready-breed-fish is being caught and only the baby fish left over, then the baby fish is also being caught by fisherman. that is really kind of sad and should have stopped.
in terms of the video, i found the part where showing dolphin and Whales killing was a bit out of the topic, correct me if i am wrong the topic and the label was for consumer to think about sustainable fish source in order to prevent the food chain is being disturbed due to extinction of species. it is also wrong for killing whales and dolphins, however, since whales is not a consumable food in Hong Kong, so would you link that part into cultural context of Hong Kong? but i do appreciate the contrast you tried to make there. if i were to add to that video, i would replace the dolphin and whales killing scene with over-fishing image in Hong Kong with the Baby fish and shown how the offspring of those fish is also being catch; i would believe this would made a better support for the over-fishing part and the contrast would be much strong and more salience.
Nicely done!
thanks
Jason
Dear Zebra
ReplyDeleteGood touch of persuason video, you have well captured the right audiances, ppl in HK really need to see this video to learn sth out of it. There has a big consumption of seafood in HK and if ppl really care you would be the super hero for the ocean.
I like your set up of the video, at the begining show the ugly truth of what human is doing to harm the ocean by showing facts and impact pictures which they always have the biggest penetration to go thru the audiances' hearts. Facts an pictures works better than numbers and figures in some sense, greatly done.
Also I like the part you asked queston in the video which you have given a room for the viewer to reflect and review their behavior.
Moreover good linkage between the video and the label, it was well prsented.
To pick a bone on you, I would say the transition from the sad part where you show the ugly pics of over fishing to change is needed. it doesnt go so smoothly, music part was good but perhpas the subtite can also help to guide as well in a more helpful manner.
GOOD touch Zebra
Ryan
im Ryan 5322923
ReplyDeleteMaggie Tang 53478875
ReplyDeleteI like your blog much, a detail introduction about what your eco-label is, a clear message to us –“Be Ocean Wise”.
To me, your blog just like a journey, you use the concept of “change” to persuade the audience through the use of four phases persuasion campaign which proposed by Garvin and Roberto along with the vivid image in your video, like the dolphin head, to show the horrific shot to audience, a dynamic approach to influence others, why we need to “change” and “be ocean wise”. Moreover, the rhetorical strategies of logos, pathos and ethos are also properly adopted, the questions you asked, your group’s commitment, all sort of things are food for thought to the audience!
A big clap to you guys, thanks for giving us a lecture on how and why we need to protect the gift of our natural environment – ocean. Your blog has influenced my choice, from now onwards, whenever I can, I will pay attention to the eco-label “ocean wise”. Thanks for sharing!
Hi team Zebra, what a lovely team name.
ReplyDeleteFirst of all, thanks for your introduction that let me know this label which i never hear before. And i am a seafood fan actually, so this video makes me feel a little bit guilty in some degree.
Ok, let me back to the video, i love your video music which could show your different emotions in different phases from a sad mood to a inspiring mood.
In addition to that,the pics which selected from our common life are easy to call on a strong sense of empathy. Especially for some dishes which are easy to find in the restaurant, on contrary, the next pics about killing animals make a vivid comparison. Besides, the figures you showed in the video play an important role to convince me to pay more attention to this issue.
At last, as consumer, i am glad to know this label when i have dinner in restaurant, but as you mentioned that the partners is 634, in fact, this figure is not big, sometimes, i want to keep sustainable fishing business, but there is no condition for us to find it in menu, hence, how to publicize this label to more people and encourage them to make change should be taken into consideration. Perhaps, you can ask us convey this label to more people to enlarge the influence.
Overall, it is a good job.