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Landscape is defined by the European Landscape Convention as "an area perceived by people, whose character is the result of the action and interaction of natural and/or human factors". Many efforts have been devoted in addressing the core concepts on which this definition roots: perception and interaction of men and nature, but when coming to large (continental) scale assessments, the latter prevail on the former. This paper aims at presenting a framework for a measurable landscape awareness indicator as a key link to the public demand for a specific type of landscape: the agricultural landscape. This is a necessary effort to complement more physically based assessments, which include as well the impact of human activities on landscapes. The analysis is carried out at different levels of governance: EU and regional, using an example from the Alentejo region in Portugal and EU wide databases, and addresses conceptual and practical questions: what type of societal landscape awareness can be monitored and by whom (e.g., individuals, specific social groups, society as a whole); what are the landscape dimensions that should be assessed; what are the limitations imposed by data-related constraints. By applying the methodology to build composite indicators to map landscape societal awareness, the paper shows the regional and local meaning of indicator approaches developed at European level, presents developments for downscaling to regional level, while introducing the social component to support sound policy development for European rural landscapes.

There is increasing recognition that agricultural landscapes meet multiple societal needs and demands beyond provision of economic and environmental goods and services. Accordingly, there have been significant calls for the inclusion of societal, amenity and cultural values in agri-environmental landscape indicators to assist policy makers in monitoring the wider impacts of land-based policies. However, capturing the amenity and cultural values that rural agrarian areas provide, by use of such indicators, resents significant challenges. The EU social awareness of landscape indicator represents a new class of generalized social indicator using a top–down methodology to capture the social dimensions of land-scape without reference to the specific structural and cultural characteristics of individual landscapes. This paper reviews this indicator in the context of existing agri-environmental indicators and their differing design concepts. Using a stakeholder consultation approach in five case study regions, the potential and limitations of the indicator are evaluated, with a particular focus on its perceived meaning, utility and performance in the context of different user groups and at different geographical scales. This analysis supplements previous EU-wide assessments, through regional scale assessment of the limitations and potentialities of the indicator and the need for further data collection. The evaluation finds that the perceived meaning of the indicator does not vary with scale, but in common with all mapped indicators, the usefulness of the indicator, to different user groups, does change with scale of presentation. This indicator is viewed as most useful when presented at the scale of governance at which end users operate. The relevance of the different sub-components of the indicator are also found to vary across regions