Algae, a New Biomass Resource

Abstract

This chapter provides an explanation on the methodology of choice awareness strategies. The basic idea of Choice Awareness is to understand that existing institutional perceptions and organizational interests will often seek to eliminate certain choices from the political decision-making process when the introduction of radical technological change is discussed. The counterstrategy is to raise public awareness of the fact that alternatives do exist and that it is possible to make a choice. Becoming aware of choice-eliminating mechanisms is in itself an important part of raising awareness. Choice awareness is promoted through its strategies that are briefly discussed here. The description and promotion of concrete alternatives is a core strategy in Choice Awareness. It is the essential first step that must be taken to change the focus of a public discussion. Choice Awareness theory is based on the basic assumption that in societal decision-making processes involving radical technological change, existing institutional interests try to influence the process in the direction of no choice. Such influence involves the elimination of technical alternatives from the agenda, as well as the use of feasibility studies based on methodologies and assumptions supporting existing organizational interests. Choice Awareness includes the awareness of how feasibility studies are and should be carried out.