Efficacy of communication strategies employed by the Vhembe Biosphere Reserve to promote environmental awareness and sustainability

Abstract

Communication plays an important role in fostering environmental awareness and sustainable behaviour in biosphere reserves. Existing studies emphasise the importance of communication in biosphere reserves. However, these studies often lack context-specific analysis. The communication strategies employed by biospheres, including the Vhembe Biosphere Reserve (VBR), are poorly studied in South Africa, making it difficult to understand how these initiatives influence local communities' environmental awareness and behaviour. Therefore, this study evaluates the effectiveness of the Vhembe Biosphere Reserve's communication strategies in promoting environmental awareness and sustainability. The communication strategies employed by the Vhembe Biosphere Reserve to create environmental and sustainability awareness among stakeholders, the effectiveness of these strategies in creating environmental and sustainability awareness among stakeholders, and the possible ways the Vhembe Biosphere Reserve uses to enhance environmental awareness and sustainability are the core questions in this investigation. The study employed a qualitative research method involving semi-structured interviews with 3 purposively sampled participants from VBR and 14 purposively selected stakeholders. Semistructured interviews were complemented by data document analysis. The findings reveal that Vhembe Biosphere Reserve employs a multi-channel communication strategy that utilises digital, traditional, and face-to-face engagement channels. Although digital methods broaden reach and improve visibility, they are ineffective in isolation. Integrated and participative communication, especially with marginalised community members, fosters trust, inclusion, and sustained engagement. The study concludes that strengthening environmental communication within the VBR requires a shift towards more integrated, participatory, and community-centred approaches that combine digital and traditional communication channels. This study contributes context-specific insights to environmental communication scholarship and offers practical guidance for enhancing inclusive and sustainable environmental awareness initiatives in South African biosphere reserves.