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When dealing with issues that are of high societal relevance, Earth sciences still face a lack of acceptance, which is partly rooted in insufficient communication strategies on the individual and local community level. To increase the efficiency of communication routines, science has to transform its outreach concepts to become more aware of individual needs and demands. The “encoding/decoding” concept as well as critical intercultural communication studies can offer pivotal approaches for this transformation.
When dealing with issues that are of high so-cietal relevance, Earth sciences still face a lack of accep-tance, which is partly rooted in insufficient communicationstrategies on the individual and local community level. Toincrease the efficiency of communication routines, sciencehas to transform its outreach concepts to become more awareof individual needs and demands. The “encoding/decoding”concept as well as critical intercultural communication stud-ies can offer pivotal approaches for this transformation.