The Influence of Social Representations on Attitude, Behaviour, and Adaptation Strategies on Perceptions about Climate Change in the Fiji Islands: A Review of Literature

Abstract

Social Representation Theory (SRT) is a successful framework that has been used for many years to understand how individuals and groups construct, communicate, and navigate their social reality. Using a narrative method of literature review, this study, with synthesis of findings from previous research, examines how social representations influences attitudes, behaviours, and adaptation strategies related to perceptions about climate change in the Fiji Islands and the Pacific. Findings from the synthesis of results highlights the importance of considering local beliefs and cultural contexts in shaping responses to climate change. The discoveries also place emphasis on the critical role of beliefs and perceptions in driving adaptation efforts and community resilience. For future research, there is a need for inclusive approaches that put together local knowledge and perspectives into climate change policies and strategies that encourages sustainable solutions in Fiji, the Pacific Islands and beyond. Keywords: social representation, climate change, fiji islands, adaptation strategies, community perceptions

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The Influence of Social Representations on Attitude, Behaviour,
and Adaptation Strategies on Perceptions about Climate Change
in the Fiji Islands: A Review of Literature
Aisea Rainima1, Rizka Halida2
Master of Science in Social Psychology, Faculty of Psychology, Universitas Indonesia,
Indonesia1
Head of Social Psychology Masters Program, Social and Political Psychology
Laboratory, Faculty of Psychology, Universitas Indonesia, Indonesia2
E-mail: aisea.rainima@ui.ac.id1, rizka@ui.ac.id2
Corresponding Author: Aisea Rainima, aisea.rainima@ui.ac.id
Doi: 10.31316/gcouns.v9i1.6261
Abstract
Social Representation Theory (SRT) is a successful framework that has been used for many years
to understand how individuals and groups construct, communicate, and navigate their social
reality. Using a narrative method of literature review, this study, with synthesis of findings from
previous research, examines how social representations influences attitudes, behaviours, and
adaptation strategies related to perceptions about climate change in the Fiji Islands and the Pacific.
Findings from the synthesis of results highlights the importance of considering local beliefs and
cultural contexts in shaping responses to climate change. The discoveries also place emphasis on
the critical role of beliefs and perceptions in driving adaptation efforts and community resilience.
For future research, there is a need for inclusive approaches that put together local knowledge and
perspectives into climate change policies and strategies that encourages sustainable solutions in
Fiji, the Pacific Islands and beyond.
Keywords: social representation, climate change, fiji islands, adaptation strategies, community
perceptions
Abstrak
Social Representation Theory atau SRT adalah kerangka yang telah terbukti berhasil dan telah
digunakan selama bertahun-tahun untuk memahami bagaimana individu dan kelompok
membangun, mengkomunikasikan, dan menavigasi realitas sosial mereka. Dengan menggunakan
metode naratif dari tinjauan literatur dengan sintesis temuan dari penelitian sebelumnya,
penelitian ini bertujuan untuk meneliti bagaimana representasi sosial mempengaruhi sikap,
perilaku, dan strategi adaptasi yang terkait dengan persepsi tentang perubahan iklim di
Kepulauan Fiji dan Pasifik. Temuan dari sintesis ini menekankan pentingnya mempertimbangkan
keyakinan lokal dan konteks budaya dalam membentuk respons terhadap perubahan iklim.
Penemuan ini juga menekankan peran penting dari keyakinan dan persepsi dalam mendorong
upaya adaptasi dan ketahanan komunitas. Untuk penelitian selanjutnya, diperlukan pendekatan
inklusif yang menggabungkan pengetahuan dan perspektif lokal ke dalam kebijakan dan strategi
perubahan iklim yang mendorong solusi berkelanjutan di Fiji, Kepulauan
Pasifik, dan sekitarnya.
Keywords: representasi sosial, perubahan iklim, kepulauan fiji, strategi adaptasi,
persepsi komunitas
Article info
Received May 2024, accepted July 2024, published December 2024

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INTRODUCTION
Over the years, researchers have been able to see the Social Representation Theory
as a flexible conceptual framework that has been able to explain and understand the way
individuals and groups elaborate, transform, and communicate their social reality (Rateau
et al., 2012). Rateau et al. also stated that the development of this theory has seen the
formation of methods and tools that are directly applicable to the analysis of a wide range
of social issues. Research that was conducted by Elcheroth et al. (2011), mentioned that
Moscovici, defined social representation as a system of values, ideas, and practices with
a twofold function: first, to establish an order that will enable individuals to orientate
themselves in their material and social world and to master it, and second to enable
communication to take place among members of a community by providing them with a
code for social exchange and a code for naming and classifying unambiguously the
various aspects of their world and their individual group history. Rateau et al. also defined
Social Representation as “systems of opinions, knowledge, and beliefs” particular to a
culture, a social category, or a group concerning objects in the social environment.
According to a book written by Sammut et al. (2015), in their Handbook of Social
Representations, they stated that social representations allow for the presence of change
and stability and also the presence and the co-existence of plurality of understandings
between members of the community and also the plurality of forms of organisations of
thoughts that will allow communities to progress stably without any problems.
According to the research that was conducted by Moliner & Bovina (2020), in their
study on the history, postulates and dissemination of the Social Representation Theory,
they stated that the SRT is one of the major theories in social psychology which according
to Serge Moscovici was drawn from Collective Representation Theory which has
undergone a lot of metamorphoses to suit the discipline of social psychology. The
research by Moliner & Bovina, also stated in their article that the success of the Social
Representation Theory is a result of a number of several key factors. Firstly, the initial
postulates of the theory was flexible which resulted in researchers from disciplines
outside the area of social psychology to adapt the theory to their own problems, extending
the applicability of the theory beyond the discipline of social psychology. Secondly, Serge
Moscovici conducted a lot of research in the area of social representation which allowed
him to spread the theory worldwide. He also encouraged small groups of researchers in
different countries to work on social representations which resulted in the acceptance and
adoption of the SRT in various regions. Thirdly, in the beginning of the article, it stated
that Serge Moscovici continued to suggest new areas of research in the field of social
representations through out his career which somehow has remained untapped and is also
a rich source of inspiration for future researchers.
In reading this review, people might think to question the role Social Representation
has on societal issues, but with regards to the definition of SRT, it is a system of opinions,
and beliefs that a group of people have on societal issues. Now, the societal issue that is
prevalent and inevitable in the pacific societies in this day and age somehow navigates
towards the society’s perceptions of climate change and strategies that is needed to help
people to come to terms with the reality that is at hand. Research that was conducted by
Helgeson et al. (2012), in their study about the role of knowledge, learning and mental
models about the public perceptions of climate change related risks stated that, risk
communications about climate change risks should always be in line with the cultural
biases of the target cultural group as people tend to have more trust in communications
that is in line with their cultural beliefs about climate change. The study also pointed out

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the importance of social representations and cultural worldviews in the construction of
environmental risk perceptions.
As briefly stated in the previous paragraphs, the SRT has proven its applicability in
many disciplines and societal issues and it is for this reason that this review is focused on
reviewing literatures of past research that have been conducted in the area of climate
change and how the Social Representation Theory have influenced the attitudes,
behaviour and adaptation strategies of people of the pacific islands who are at the front
line experiencing first hand the impacts of climate change. The people of the Pacific
Islands belong to a wide range of cultural backgrounds and with it, their beliefs and
understanding of things will differ. The impacts of climate change will be viewed by
people from developed countries and those from the western countries as dissimilar to the
views of people in the Pacific Islands. The purpose of the review, is to collate findings
from research that have been conducted in the same field together with their limitations,
so that future researchers could work on those limitations to better understand the reasons
Pacific Islanders behave the way they do towards advise from government authorities
regarding climate change adaptation strategies. The review will focus of the influence of
the SRT on attitudes, behaviour, and adaptation strategies on perceptions about climate
change and this will include; the context and background of the review, the theoretical
framework that will be used as a guide for the review, review of relevant literatures, the
synthesis and discussions about the findings from the literature review and the document
will end with the conclusion which will also comprise of recommendations of future areas
of research which could be useful to address the proper understanding of climate change
and its impacts in Fiji and the Pacific Islands.
Background and Context
With reference to the research that was conducted by Shiiba et al. (2023), in their
study to measure climate risk using the climate and ocean risk vulnerability index, stated
in their article that Fiji consists of 332 islands which also includes low lying atolls and
majority of people live along the coastline which makes them susceptible to the effects
of climate change such as sea level rise and storm surges. The article also states that the
impacts of climate change places strain on the economic status of the country whereby
1.6% of Fiji’s GDP is an average asset loss as a result from damages by cyclones and the
costs of coastal protection from sea level rise has been projected to account for 3% of
Fiji’s GDP in the worst-case scenario.
According to an article written by Hall (2017), in his article about “The Ocean State
of Fiji- Turning the Tide”, he stated that the ocean and coastal environments are
fundamentally linked to the well-being, culture, and the identity of the Fijian people.
Shiiba et al., also stated that fishing and tourism are a vital source of revenue for the Fijian
Economy where fishing accounts for 1.8% of the country’s GDP and 7% of total export
earnings. According to the Ministry and Finance in Fiji, Ministry of Finance (2023), in
their Tourism Fact Sheet, the tourism industry contributes 40% both directly and
indirectly towards Fiji’s GDP and the Tourism Industry reduces poverty and promotes
well-being by providing approximately 120,000 jobs as of the 2022 which is 36.5% of
the total employment.
Conceptual Framework
The journal that was written by Moliner & Bovina (2020), pointed out that,
according to Serge Moscovici, the emergence of the theory of social representation

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always overlap with the emergence of a new situation, an unknown phenomena or an
unusual event that members of the community will make sense of using the cultural
background they have. The same article also stated that when situations occur in the
community that are new to the social group, members of the community will try and make
sense of the situation using three phenomena and they are dispersion of information,
focussing, and pressure for inference. However, the article went on to state that the three
phenomena, while in the process of acclimatising to the situation, develops against the
background of two major processes which has been identified by Moscovici as
Objectification and Anchoring. The articles by Moliner & Bovina (2020) and
Hakoköngäs & Sakki (2016), defined the two processes and stated that Objectification
refers to the way a new situation or object, through communication, will rapidly be
simplified, imaged, and dissected according to the level of understanding of a particular
social group and through selective construction, and the various parts of the situation or
object will be extracted from their context and sorted according to the cultural criteria it
has been exposed to. Additionally, Moliner & Bovina (2020) and Hakoköngäs & Sakki
(2016) also talked about Anchoring to mean that it completes the process of
objectification, and it is the process whereby the new situation or object will find its place
in a pre-existing system that is entrenched in the thoughts of individuals or in the social
group. To make sense of the situation or object, it will be assimilated into already existing
and known forms and familiar categories of objects or situation.
To contextualise the social representation theory to climate change, we will look at
research that was conducted by Moloney et al. (2014), in their research about the
utilisation of social representation theory to make sense of climate change, found after
their comparative analysis of the responses from their participants, concluded that
respondents from different cultural backgrounds defined climate change in different ways
and that according to the responses of the participants, there is common set of concepts
that is shared by different social groups about climate change but that there are also many
differences in how climate change is framed and understood by the respondents. Now,
taking us back to the concepts of objectification and anchoring, in this research, anchoring
is when the respondents share common concepts about climate change and objectification
is when the respondents have differences in how they framed and understood the concept
of climate change because it is how they can comprehend the concept according to their
cultural background and what they go through in life as a response to the threat of climate
change.
Additionally, when we are talking about the Social Representation Theory, we also
have to include the belief systems that people from various cultural backgrounds have to
be able to comprehend situations and objects that have been presented to them. When
people have certain beliefs about an object or a situation, they tend to form certain attitude
toward it which will later on culminate with a behaviour that corresponds to that attitude,
allowing people to form their reactions about a given situation or object. Research that
was conducted by Tiet et al. (2022), in their study about “Farmers behaviours and
attitudes toward climate change adaptation”, stated that the values-beliefs-norms or
(VBN) is a framework that was developed to assist in the investigation about the
relationship between environmental concerns, such as personal values, beliefs, and
norms, and pro-environmental behaviours. The same research also stated that the VBN
theory has proposed that attitudes toward objects and actions are the result of beliefs and
that such attitudes can be predictors of behaviours. To add more, research that was
conducted by Arbuckle et al. (2013) and Hornsey et al. (2016) stated that, people’s beliefs

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about potential climate impacts would have a positive effect on attitudes toward
adaptation strategies and also that Arbuckle et al. (2013) found that disbelief about the
impacts of climate change have resulted in the lack of adoption of the adaptation strategies
and also result in the rejection of the threats that have been purportedly reported by the
media to be the impacts of climate change.
Moreover, research that was conducted by Guillén Bolaños et al. (2022) in their
paper on climate adaptation and successful adaptation, stated that the definition of climate
adaptation is the process of adjustment to actual or expected climate and its effects where
adaptation seeks to moderate or avoid harm or exploit beneficial opportunities. The paper
also states that human interventions may facilitate adjustment to expected climate and its
effects and that successful adaptation is any adjustment that reduces the risks associated
with climate change or climate change impacts. In support of this statement, research that
was conducted by Davoudi et al. (2013), in their study about the Evolutionary Resilience
and Strategies for Climate Adaptation, stated that adaptation is a process that begins with
preventative measures and ends with crisis recovery and they went on to state that the
prevention phase is referring to the actions that is taken to reduce the probability of
something to happen or actions taken to reduce the consequences of an impact of
something that is expected to happen. Now, to put all this together, the social
representation of climate change simply means that the belief system of individuals or
social groups determines their attitude towards climate change which then results in their
behaviour towards climate change and from that will result in whether the individuals or
the social group will follow through with the climate change strategies or not because as
already stated, disbelief also impacts the community’s level of response to climate change
adaptation strategies.
METHOD
For the sake of this paper, the purpose of the review is to collate findings from
previously conducted studies and research in the area of the influence of social
representation on the attitudes, behaviours, and adaptation strategies on the perceptions
of people in Fiji about climate change. The paper also wishes to gather information about
research gaps on the field of social representation of climate change in Fiji and that the
Fijian people, like many other cultures, will have varying beliefs and opinions about
climate change and that their beliefs have resulted in their varying attitudes and
behaviours toward climate change in Fiji and the Pacific Islands. The scope of the
literature review will revolve around the Fiji Islands and how the different cultures in Fiji
have varying views about climate change and how this varying views and beliefs have
resulted in their current response to the phenomena. The review might also include the
Pacific Islands as whole as there would be some similarities in the beliefs toward climate
change.

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Table 1.
PRISMA Process Of Selection Of Articles
Phase
Number of Studies
Description
Records
identified
through database
searching
100
Articles were searched on Google
Scholar using the Keywords
Additional
records identified
through other
sources
7
Articles that were accessed through
reference lists of selected articles
using the key words that were found
in the reference section
Records after
duplicates have
been removed
57
50 Articles were excluded from the
identified list because they were
similar in nature with other studies for
fear of repition of information that
would create confusion
Records
Screened
57
These articles were screened to have
the required information for the
objective of the review and its
applicability in Fiji and the Pacific
Islands
Records
Excluded
20
These articles were excluded because
it contained little information
specifically for social representation
about climate change.
Full Text Articles
Assessed for
Eligibility
37
These articles were assessed because
they fitted the criteria that was needed
to get the required information about
how Pacific Islanders understand
climate change.
Full Text Articles
Excluded with
Reasons
7
Additional articles that were excluded
because even though they talked
about social representation, their
findings were somehow different
from the majority that were selected.
Studies included
in the Operational
Definitions
17
These articles were used at the
beginning of the review right until
the Method primarily, they were used
for definitions and to better
understand the concept and the
objective of the review.

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Studies included
in the Results
Synthesis and
Analysis
13
These articles were selected and was
used to synthesize the findings for the
discussion section. They were
specifically selected because their
findings showed Pacific Islanders
have a very different representation
about Climate Change.
Additionally, according to Table 1 above, all journals and articles were accessed
through Google Scholar as stated by the research conducted by Jamali & Asadi (2010),
that Google is a tool mostly used by researchers who are looking for problem-specific
information and also that Google Scholar can be accessed by anyone who knows how to
use it from any part of the world at any time of the day. The research also stated that there
is a growing reliance on general search engines like Google Scholar by scientists because
it is easier to use general search engines for the availability of information outside the
scope of the research but somehow usable in terms of leading researchers to other sources
of information that could be potentially used for the topic of research in question. Prior
to the review, a criteria was created for the selection and identification of journal articles
and they included: Area that were used for the study, comparison groups to include pacific
islands, Outcomes of the research, Language used to be understandable, narrative studies,
and Dates of publication to be within 10 to 15 years to ensure consistency with current
findings. Articles that did not fulfil the criteria for selection were excluded to enable the
review to be focused only on the objectives.
Furthermore, for this paper, search was conducted using keywords such as the
Social Representation Theory for its definition, history and applicability in issues and
situations that are happening the world. They keywords such as Attitude and Behaviour
towards climate change was also used to gather information about the definitions of
Attitude and Behaviour in the context of climate change. The keyword Adaptation
Strategies was also used to find out more information about it definition in the context of
climate change. Additionally, the keywords Geographical Context and Economic Context
of Fiji was also used to find out more information about the description of Fiji Islands
and how climate the impacts of climate change have impacted the people and also how
the impacts of climate change has impacted the economy of Fiji for the past years.
Table 2.
Brief information on Literature used in the Discussion Section
Authors
Method
Results
Bertana (2020)
Qualitative research on
the impacts of faith-based
narratives on climate
change adaptation in
Narikoso
The study found that beliefs and
perceptions about climate change
and associated risks are critical
indicators of adaptation efforts.
Faith-based narratives
significantly influence how
communities interpret and
respond to climate change.
Crona et al.
Comparative study on the
This research found that Local

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Authors
Method
Results
(2013)
perception of climate
change in local and global
contexts
perceptions about climate change
are regionally and locally uneven.
Participants from Fiji and
Ecuador showed different
perceptions compared to
countries with Anglo-cultural
influences. Fijians were
concerned about impacts on
fishing livelihoods.
Sreenivasa et al.
(2024)
Mixed Method
Participatory Action
Research Design
The researchers in this study
placed emphasis on integrating
traditional and scientific
knowledge for effective
biodiversity conservation and
sustainable livelihoods
Rarai et al. (2022)
Case study on Indigenous
and Local Knowledge (IK,
TEK, LEK) in climate
change adaptations in
Vanuatu
This research found in their
results that Indigenous
Knowledge, Traditional
Ecological Knowledge, and
Local Environmental Knowledge
play crucial roles in climate
change adaptations.
Gucake (2016)
Research on oral
narratives about climate
change adaptation and
mitigation
The research by Gucake found
that participants had varying
views on climate change, with
some seeing it as weather pattern
changes and others associating it
with rising sea levels and the
Christian Noah story.
Von Seggern
(2020)
A Meta-Ethnographic
Analysis of Local and
Indigenous Climate
Change Adaptation and
Mitigation Strategies
The researchers found that
participants related climate
change to rising sea levels and the
Noah story, leading to a belief
that such events are non-recurring
and reducing the perceived need
for adaptation strategies.
Chand (2017)
A Content Analysis Study
on newspaper coverage of
climate change in Fiji
Sarika Chand in her research
found that climate change
coverage in Fijian media is
inconsistent and often tied to
local and international events,

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Authors
Method
Results
indicating low priority given to
climate change reporting.
David & Chand
(2017)
A Qualitative Research
and Case Study on the
Western media's framing
of climate issues in the
Pacific Islands
The researchers found that
Western media often
misrepresent climate issues faced
by Pacific Island countries,
framing them around their
concerns rather than the
preferred frames of Pacific
Islanders like human rights and
climate justice.
Nunn et al.
(2016)
A Multidisciplinary
Mixed Method Study on
spirituality and attitudes
towards nature in the
Pacific Islands
Nunn and her colleagues found
that high levels of spirituality and
connectedness to nature influence
Pacific Islanders' attitudes
towards climate change.
Messages through religious and
culturally appropriate channels
are more effective than secular
messaging.
Yee et al. (2022)
A Qualitative Research
method on Cultural
Anthropology on the role
of Vanua in climate-
related voluntary
immobility in Fiji
In this research, it was found that
despite understanding the impacts
of climate change, some Fijian
communities prefer to remain in
their current locations due to their
attachment to the land, indicating
the need for consent for
relocation to higher grounds.
Barbara et al.
(2023)
A Mixed Method
Approach about Research
on popular attitudes to
climate change in the
Pacific
The researchers found that
understanding popular attitudes is
critical to effective and inclusive
adaptation strategies. Tailoring
adaptation efforts to the specific
needs and cultural contexts of
communities enhances their
success.
Korovulavula et
al. (2020)
Case study and
interdisciplinary approach
on climate change
adaptation in Fiji
Mr. Korovulavula and his
colleagues found that increasing
global awareness and integrating
local and traditional knowledge
are key to effective and

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Authors
Method
Results
sustainable adaptation. Foreign
interventions should not devalue
traditional coping strategies.
Singh et al.
(2022)
A Qualitative Approach
Case Study on the role of
women in community
resilience in Fiji
The researchers in this study
found that social support systems
and the concept of Vanua are
strong factors in community
resilience, emphasizing natural
resources, place, culture, and
people as sources of resilience
during climate-related disasters.
Social Representation and Climate Change in Fiji
For the subject of this review, we try and look at how the members of the
communities in the Fiji Islands perceive climate change and for some reason there has
been less attention given to the communities who are experiencing the impacts of climate
change and how they interpret these ecological changes. Research that was conducted by
Bertana (2020), in her research on the impacts of faith-based narratives on climate change
adaptation in Narikoso, Fiji, stated that despite the lack of attention on how those who
are affected by climate change interpret the ecological changes that have been occurring,
beliefs and perceptions about climate change and their associated risks have been proven
to be critical indicators of adaptation efforts. As already mentioned in the previous
paragraphs, the representation of a particular situation or object from a particular social
group entirely depends on the beliefs of the individuals and the collective belief system
of a social group. Whether or not a social group’s belief system aligns with climate change
protocols, will result in them being influenced and gravitate toward the accepted climate
change adaptation strategies.
Additionally, the research that was conducted by Crona et al. (2013), in their
research on the perception of climate change in the local and global arena, stated that
there has been a growing number of scholarships that focused on the perceptions of global
warming and climate change, and this also included how people recognise, understand
and respond to risks that is posed by climate change. The same study also stated that most
studies that have been conducted to address perceptions about climate change, have all
been locally situated and the reasons for this is because perceptions about climate change
is projected to be regionally and locally uneven indicating that there needs to be studies
conducted to understand the different perceptions of different people about climate
change and its impacts. Furthermore, research conducted by Sreenivasa Rao et al. (2024),
in their research about participatory forest restoration for sustainable livelihood,
highlighted the importance of tailoring forest restoration to local needs and traditional
practices to ensure sustainability and effectiveness in biodiversity conservation and
livelihood improvement. The study by Crona et al., also stated that local perceptions about
climate change also represents real-world and tangible concerns which clearly chows that
local ecology and culture do matter in how people conceptualise climate change and its
impacts.

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The results of the research that was conducted by Crona et al. (2013), stated that
participants from Ecuador and Fiji had very low scores on the global cultural consensus
model as compared to other countries that were involved in the research. This study
suggested that Fijians have perceptions about climate change that were different from
other countries with more Anglo-cultural influence or countries that spoke English or
with more westernised mindsets. In the study, it was also found that the Fijian that were
part of the study, were more concerned about the impact of climate change on their fishing
livelihoods and income that they get from fishing. This indicates that Fijians recognize
the impacts of climate change on the local environment and also their economic status.
Moreover, research that was conducted by Rarai et al. (2022), in their research on
the role of Indigenous and Local Knowledge about Climate Change in Vanuatu,
emphasized the importance of Indigenous Knowledge (IK), Traditional Ecological
Knowledge (TEK), and Local Environmental Knowledge (LEK), and their roles in
climate change adaptations. In the research that was conducted by Gucake (2016), in his
research on the oral narratives on climate change building adaptability and mitigation,
stated that the participants of the research had differing views on what climate change
actually is and its impacts on their individual livelihoods. The same research also pointed
out that participants to the research expressed that climate change was a change in weather
patterns while the research conducted by von Seggern (2020), in his research in Tuvalu
and Kiribati, found that the participants stated that climate change was associated with
the rise in sea water and that this is associated with the Christian Noah story. The same
study also stated that the participants believed that the repetition of the Noah story was
partially believed to be a non-recurring situation which could be the reason majority of
people in the Pacific Islands do not pay a lot of attention to the promotion of climate
change and its adaptive strategies.
When we are talking about Social Representation and Climate Change in Fiji, we
also have to consider how information about climate change is disseminated to the general
public and this include the local media in Fiji and also the International medias who try
and cover as much information as possible about climate change and its impact on a small
island nation like Fiji. Research that was conducted by Chand (2017), in her research on
Newspaper coverage of climate change in Fiji, stated that in her study, Fiji is represented
by five Australian Newspapers, three newspapers from New Zealand, and one newspaper
from Fiji. In her study, she stated that the overall trend of the coverage of information
about climate change is being misrepresented and that the coverage does not solely show
the coverage of climate change in Fiji. She went on to state that the Fiji Times do not
provide its audiences with proper insights into climate change coverage in Fiji. The results
of the research by Chand, stated that even though the coverage of climate over the years
have increased, there seem to be a lack of consistency in the reporting of environmental
issues such as climate change and a close analysis of the results showed that a majority
of climate change coverage were generated by local and international events which
indicated the low priority that is given to climate change reporting.
While we are still on the issue about how the local and international media
influences the social representations of climate change in Fiji, research that was
conducted by David & Chand (2017), found that the complex issues that are faced by the
Pacific Island countries are rarely explored and addressed by the Western media in that
what is broadcasted and published tends to be framed in ways that is centred around the
interests and concerns of powerful countries. The same research also pointed out that the
Western media usually use frames such as proof of climate change, victims of climate

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change, climate refugees, and travel destinations and not the preferred frames by Pacific
Islanders such as human rights, climate justice, and adaptive responses. From the findings
above, it could be said that the frames used by Western media is a misrepresentation of
climate change to the people of Fiji and other Pacific Island nations. Journalistic coverage
of climate change in Fiji and other Pacific Island Nations should be framed from the
perspective of an Islander or generated from the perspectives of people in villages and
communities so that it reflects their understanding and as a result would allow a more
thorough coverage of climate change and its adaptive strategies.
Influence on Attitude and Behaviour
The previous paragraphs have talked about aspects of Social Representation and
how it has impacted the views people have about climate change and its adaptive
strategies. We shall now move on to the influence of social representation on the attitudes.
Research that was conducted by Bidjari (2011), in their research about attitude and social
representation, stated that social representations has a lot to do with interactive dynamics
relationships between social knowledge, common social identities, and social practices
and also that attitude is an outward expression of a social representation about a particular
situation or object. Now when we contextualise the influence social representation have
on attitude about climate change, we get to realise that people from different culture and
social groups have different attitudes about climate because they view climate change
through the lens of their social identities, experiences and religious beliefs. Research that
was conducted by Nunn et al. (2016), in their study about spirituality and attitudes
towards nature in the Pacific Islands, stated that deities or gods were held to account for
environmental changes and natural disasters. The same research also pointed out that
messages from religious bodies in the Pacific Islands is equally as powerful as secular
messaging and also that the high levels of spirituality of Pacific Islanders and their
connectedness to nature, can explain the ineffectiveness of secular messaging about the
impacts of climate change. The attitudes of people in Fiji and the Pacific Islands about
climate change has been a result of their social representation and understanding of the
various changes in climatic conditions in consideration of their levels of spirituality.
While we are still on the research that was conducted by Nunn et al. (2016), it was
found in the research that the sample population in the Pacific Island region has shown
positive attitudes in being receptive to pro-environment messages especially when these
messages were disseminated through culturally appropriate and religious channels as
compared to messages disseminated through secular channels. It was also found in during
the research that there is a high level of concern about the environment and that the
participants of the research that their future and the future of their children will be affected
by climate change. The same study also found that 96% of the students at the University
of the South Pacific, in Fiji, were really concerned and anxious about the global impact
of climate change and also that 80.3% of the respondents of the research attended church
service and that their participation in church activities and services have been able to
influence their perspectives on the natural world and climate change. From the findings
of the research by Nunn et al., it could be said that most Pacific Islanders understand
aspects about climate change through their spiritual teachings and also through traditional
teachings and even though majority of the participants from USP understood the global
impact of climate change, they still belong to villages and communities that have a
collective understanding of things, who also do things communally.

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According to research that were conducted by Yee et al. (2022), in their study about
the role of Vanua in climate-related voluntary immobility in Fiji, stated that the Pacific
Islands are the world’s most vulnerable when it comes to the impacts of climate change
and also that the Pacific Islands have the lowest percentage on earth on pollution and
activities that increase the risks of climate change. There have a lot of studies conducted
on the formation of attitudes on climate change as already stated in the previous
paragraphs and also it will also state adaptation strategies in the later paragraphs but less
studies have been done to ascertain the influence of social representations on climate-
related behaviours and this is understandable because many of the Pacific Island states
are more focused on adaptation strategies from the impacts of pollution by big countries.
Influence on Adaptation Strategies
According to research that was conducted by Barbara et al. (2023), in their research
about popular attitudes to climate change in the Pacific, they stated that the understanding
of the popular attitudes of people toward climate change is critical to the effective and
inclusive adaptation strategies. Additionally, research that was conducted by
Korovulavula et al. (2020), in their case study about Fiji, conducted the research to assess
whether increasing global awareness is key to effective and sustainable adaptation or
whether the growing support for local and traditional knowledge if also of great
importance. The same research by Korovulavula et al., found that there are opportunities
for climate change adaptation strategies to be successful in the future by tailoring them to
the specific needs of the communities and culturally grounded communities should not
be given foreign climate change interventions as this could devalue their traditional
coping strategies.
Furthermore, research that was conducted by Singh et al. (2022), in their research
on the role of women in community resilience, stated the importance of resilience in
community disaster preparedness, response, recovery, and adaptive measures. The study
also found that the social support system that create during a flood are strong factors
which has contributed to community resilience and also that the concept of the vanua
(traditional living) which includes natural resources, place, culture, and people are a great
source of social resilience. The social representations and the understanding of the people
of Fiji about the impacts of climate change is ingrained and immersed in culture and
tradition and with that a lot of people in Fiji are attached to the land and are finding it
hard to adjust to adaptive strategies like relocation to higher grounds to prevent being
scathed by the impacts of rise in sea level and flooding. Research that was conducted by
Yee et al. (2022), found that, despite having the understanding about the impacts of
climate change, people of some villages in Fiji, still decide to remain in their current
locations because of their attachment to the land and the sea. The research also pointed
out that some of these villages need to give their consent in order for the government to
move them to higher ground. They see what climate change can do to them but they still
insist on staying because of the importance of the land for them.
Synthesis and Way Forward
In synthesizing the review, it could be said that the Social Representation Theory
has been successful through out the years because of its flexibility, widespread
application and the encouragement it has placed on researchers to work on societal issues
through the lens of the theory. The research by Helgeson et al. (2012) have emphasized
the importance of SRT and cultural worldviews in the construction of environmental risk

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perceptions indicating different cultures will have their own understanding of issues
happening within their societies and that to address these issues, their understanding and
knowledge of these issues need to be considered as an inclusive way to help them cope
with the issues together. Fiji is a country in the Pacific Islands with 332 Islands and one
of the major issues that is affecting the livelihoods of the people living in Fiji is the
impacts of climate change which, over the years accounted for an average of 1.6% of the
GDP from loss incurred due to cyclones and coastal protections account for 3% of the
GDP in worst-case scenario. The ocean and the coastal environments have been seen to
be fundamentally linked to the well-being, culture, and identity of the people of Fiji and
that fishing, and tourism are vital sources of revenue for the Fijian economy, contributing
to 40% of the country’s GDP.
Additionally, research that was conducted by Gucake (2016) and von Seggern
(2020) found that there were differing views on what climate change was in the
surrounding Pacific Islands with some identifying climate change as a change in weather
patterns and others as the rise sea level and also relating the rise in sea level with the
Christian Noah story with the belief that because the Bible had stated that there will never
be anymore flooding of the whole world, that climate change adaptation strategies is not
a big concern. The differing understanding and views about climate change creates great
emphasis on further studies to be conducted to ascertain the route cause of the social
representation of climate change by the different cultures in Fiji and also in the Pacific
Islands.
Within the review of past research that were included in this study, there were
several weaknesses that were noted in the studies that could be used by future researchers
to bridge the gap of the social representation of climate change in Fiji and the surrounding
Pacific Islands. Studies that have been conducted by Crona et al. (2013), have highlighted
the regional and local unevenness in climate change perceptions and they have indicated
the need for broader studies to be conducted to address this unevenness in perceptions in
the different cultures of Fiji and also around the Pacific Islands. Research that was
conducted by Rarai et al. (2022) emphasized the importance of Indigenous Knowledge
(IK), Traditional Ecological Knowledge (TEK), and Local Environmental Knowledge
(LEK) in climate change adaptations and this also confirms the weakness that was
highlighted by Crona et al. about the unevenness of perceptions about climate change.
Furthermore, research that was conducted by Chand (2017), found that there was
lack of consistency in the reporting of environmental issues, with most climate change
coverage seemed to only pop up when there is a local or international event and this
indicates the low priority given to climate change reporting. To add more, research that
was conducted by David and Chand (2017), found that Western Media often misrepresent
the complex issues faced by Pacific Island Countries by framing climate issues according
to their social representation of climate change, ignoring the preferred frames of human
rights, climate justice, and adaptive responses that would suite the context of Fiji and the
Pacific Islands. Hence this places emphasis on climate change coverage that should focus
on the perspectives of an Islander or from the perspectives of people in villages and local
communities.
Social representation play a significant role in shaping attitudes towards climate
change and people from different cultures and social groups have different attitudes about
climates change due to their social identities, experiences, and religious beliefs. Research
that was conducted Nunn et al. (2016), found that the Pacific Island population showed
positive attitudes towards pro-environment messages, especially when they have been

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disseminated through culturally appropriate and religious channels. This finding place
great emphasis on future research to be conducted on culturally appropriate ways in the
different cultures in Fiji on how best they can respond well to climate change promotional
materials. Research that was conducted by Barbara et al. (2023) and Korovulavula et al.
(2020), stated that attitudes towards climate change is critical to effective and inclusive
adaptation strategies. This highlights the importance of social representation and the
understanding of climate change by various cultural groups in Fiji and the Pacific and the
recognition of the collective representations of climate change by Western media to
enable the correct representations of the stance of people in Fiji and the Pacific about
climate change.
CONCLUSION
While trying to make a conclusion for this review, I can rightfully state based on
this analysis, that the social representation of climate change in the Fiji Islands places
emphasis on the diverse perspectives and beliefs that has been held by different social
groups within the communities. The findings from the review highlights the critical role
of beliefs and perceptions in shaping strategies of adaptations and responses to ecological
changes. In exploring how individuals and communities understand climate change, the
review has stressed on the importance of considering local knowledge and cultural
contexts in developing effective climate change adaptation strategies in Fiji.
Additionally, the synthesis of the various literature being sought on social
representations and climate change in Fiji highlights the need for inclusive and
community-oriented approaches in addressing environmental changes. Moving forward,
future studies should continue to explore the nuances of social representations within the
context of climate change, with a focus on empowering the local communities and
integrating their feedback and perspectives into policy and decision-making processes. In
working on the gap between scientific knowledge and local beliefs, the community has
the ability to allow for a sustainable and resilient responses to climate change in Fiji, the
Pacific Islands and beyond.
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