Abstract. When dealing with issues that are of high societal relevance, Earth sciencesstill face a lack of acceptance, which is partly rooted in insufficientcommunication strategies on the individual and local community level. Toincrease the efficiency of communication routines, science has to transformits outreach concepts to become more aware of individual needs and demands.The “encoding/decoding” concept as well as critical interculturalcommunication studies can offer pivotal approaches for this transformation.
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