Message & Art Form
Methods
To ensure our eco-arts campaign captures an audience, we need to consider the principles of artistic form and engagement, so each artwork communicates the ecological messages for the GBR effectively. Through a literature analysis, we will be able to understand the effective communication practices and art principles that could be utilised to make an eco-arts trail impactful.
Findings
It is crucial each mural on the eco-mural trail contains positive messages as unfavourable depictions can result in denial and distancing from the issue (Burke et al., 2018). Creating images that inspire hope and include a call to action will give the public an idea of what they can do to help and protect them against feeling vulnerable in a doomed world (Michael, 2000).
Eco-murals generate increased interest in environmental concerns, assist in developing solutions and help strengthen communities (Kang Song & Gammel, 2011). These murals will cause locals and tourists alike to build empathy and emotional affinity to nature through viewing art, which is a powerful indicator of pro-environmental behaviours (Curtis, 2009) (Figure 2). Keeping individuals engaged is a primary goal, and these murals, whether they are viewed in person or on social media platforms, will continue to be a reminder for everyone (Desai & Chalmers, 2007).
The arts and science connection means that artists may need to collaborate with scientists to ensure scientific credibility. Using arts allows scientists and artists to change people’s behaviour through expressing feelings, have people reevaluate their behavioural decision-making and combine a synthesis of the environmental issue (Curtis, 2011; Curtis, 2009). This is where GBRMPA and ReefHQ could provide additional input to each artwork.
These artworks must communicate about challenges facing the GBR to help build the connection of tourists and local community members to action. The major threats to the GBR that have been identified by GBRMPA in their 2019 outlook report are “climate change, coastal development, land-based run-off, and direct human use (such as illegal fishing).” (GBRMPA, 2019a; Project Dragonfly, 2020). For the impact to be higher in the community, the suggestion is that the mural represents local perspectives on these issues.
Research shows that participatory artworks are the most effective form for engaging and having an audience share the murals on social media. Participatory artworks are not complete until the viewer interacts with them (Burke et al., 2018). This causes individuals to be excited about the experience of interacting with the art. As a consequence, people want to share this experience on social media (Chatzichristodoulou, 2013). Participatory art gives a voice to the public, especially individuals who would otherwise be ignored or disregarded (Finley, 2003). A successful example of using participatory art is the murals by the artist Kelsey Montague who painted angel wings for people to pose in front of and quickly went viral beginning the #WhatLiftsYou movement (Decker, 2017). Using participatory art will increase audience engagement and emotional affinity for the GBR.
