Die neuerfindung des selbst: Zehn thesen zur kommunikation der forstwirtschaft (essay)

Experts in forestry often complain about the difficulties to make themselves understood in public and to gain appreci-ation for the merits of forestry. The perception of forestry cur-rently experiencing a deep-rooted transition is illustrated within the scope of ten theses, focusing on communication in forestry. Forestry experts’ internal as well as external communication is interpreted as a critical sign of a struggle for a new identity and self-conception – and as an attempt to con-trol the perception from outside. The discussion paper is in-tended to raise awareness that social (and ecological) changes have to be mirrored and met by a transition of forestry. Re-vising established roles, self-images, positions, topics, prin-ciples, and strategies is inevitable – and so are changes in communication in forestry.