ZidiNaKo: New narratives for a faster energy transition

The goal of the joint research project "ZidiNaKo¹ " is to get more private households involved in the energy transition and to engage people more strongly in their everyday lives. To this end, the project researches and develops everyday narratives about the energy and heating transition. These new narratives and communication tools are intended to help municipalities, companies, and other stakeholders in the energy transition to design communication interventions tailored to specific target groups.

The project team is quantitatively and qualitatively recording various perspectives on the energy transition and investigates the role of emotions among citizens. The focus of the data collection is Oberhausen. In addition to technologies and investment measures (e.g., the installation of photovoltaics or a new heating system), behavioral changes (sufficiency) are also considered in order to reduce energy-related greenhouse gas emissions in everyday life. Levers for behavioral activation and for overcoming the so-called "intention-behavior gap" are identified to accelerate the energy transition on an individual level. Acceptance limits are determined and taken into account. Empirical data collection and participatory formats such as exhibitions and discussion evenings take place mainly in Oberhausen. In exchange with local people, the project team reflects on the interim research results to ensure the highest possible relevance to everyday life. At the end of the project, an online survey and participatory formats are planned to examine and promote the transferability of the results outside Oberhausen.

_{¹ Target group-differentiated narratives, communication strategies, and formats for faster implementation of the energy transition}

The “ZidiNaKo”project assumes that there is no shortage of information related to the energy transition, but rather a lack of target group-oriented communication with an emotional dimension that would better engage and activate people. Various scientific methods of quantitative and qualitative research are used to develop new narratives and communication building blocks. Media coverage, citizens' emotions and perceptions, everyday practices, acceptance limits, behaviors and their dependencies are examined. The focus of data collection is Oberhausen. Based on the data and findings, the interdisciplinary project team will first determine the narrative field in Oberhausen. Building on this, new activating narratives will be developed and associated target groups identified so that diversity of perception and living environments in society can be better taken into account in future communication interventions.

Method development "Data consolidation and exploration" 

Collecting, evaluating and interpreting mixed data from different sources are time-consuming and technically challenging steps in empirical research (mixed methods). “ZidiNaKo” is therefore developing and testing its own method for data consolidation and exploration, which should make it easier for interdisciplinary teams to analyze and evaluate mixed data in the future. Specifically, the aim is to support the development of new narratives and communication elements that differentiate between target groups.

In order to obtain a comprehensive picture of current perceptions and activities in the field of energy and heating transition from the perspective of citizens, the project uses various methods to collect and evaluate data, reflect on it in a participatory manner and use it to develop new narratives and communication modules:

• Online survey "Energy Transition Activities": How far have citizens or consumers progressed in their personal energy and heating transition? With the help of a representative online survey (participation time 5 minutes), quantitative and qualitative data on individual energy transition activities, framework conditions and associated emotions are collected and statistically evaluated. Behaviors and activities at the household level are backed up with an estimate of greenhouse gas savings potential.
• Narratives in daily and weekly newspapers: As part of a media analysis, daily and weekly newspapers throughout Germany as well as local newspapers in Oberhausen are analyzed. Dominant narratives about the energy transition are identified with a particular focus on the area of housing and buildings (frames).
• Images and narratives about energy use at home: Based on the "Photovoice" method, the project team is holding a photo competition with an accompanying workshop in Oberhausen. The aim is to gain insights into the perspectives and narratives of Oberhausen's citizens on their perception of energy use. They combine visual objects with narrative processes.
• Speculative product design concepts: What challenges do students in the Master's program "Design Futures M.A." and the Bachelor's program "Industrial Design (B.A.)" see in the energy transition in Germany? Two semester projects at the Folkwang University of the Arts address the question of what impetus is needed to accelerate the energy transition in society. The results are design models and texts. 
• Data integration and development of new energy transition narratives and communication modules: The researchers are developing a method that enables the qualitative and quantitative data collected to be combined to identify target groups (private individuals and end consumers) and narratives in complex data sets. As part of a representative online survey, an interaction analysis is also carried out to investigate statistical dependencies between individual behavior, emotions, and external factors (e.g., frames).
• Participation and communication: “ZidiNaKo” is a participatory research project. During the project, various opportunities for contact with Oberhausen citizens and energy transition actors will take place. These include, for example, the exhibition of interim results in Oberhausen, discourse evenings with lectures and exchanges, Photovoice, citizen consultation on narrative development and a transfer workshop.

• FernUniversität Hagen
• Energieversorgung Oberhausen AG (evo)
• Associated partners are the Consumer Advice Center NRW and the Düsseldorf Chamber of Crafts.