Wistful wilderness : communication about ‘new’ nature in the Netherlands

Based on in-depth interviews, this article presents findings of a study centred on public communication regarding Tiengemeten, a Dutch island previously occupied by farmers. An answer is sought to the question of how visitors to Tiengemeten evaluate, according to their own experiences, the discourse of people involved in Tiengemeten from a policy and communication perspective. This study showed that visitors’ experiences do not always match the emotions appealed to in public communication materials. It is also suggested that people involved from a policy and communication perspective should refrain from using ‘heavily value-laden’ phraseology. For reasons of trust, this article suggests aligning public communication with genuine experiences of visitors. This is also necessary for avoiding scepticism of visitors as policy makers and communication professionals run a risk that public communication regarding nature becomes counterproductive.