integrating sustainability themes into media - Collaborating Centre ...
integrating sustainability themes into media - Collaborating Centre ...
integrating sustainability themes into media - Collaborating Centre ...
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www.scp-centre.org<br />
At a glance: Success factors for <strong>sustainability</strong> communication using print<br />
<strong>media</strong><br />
• Create service offers: By publishing concrete offers for services (e.g. checklist<br />
how to save energy at home) <strong>sustainability</strong> knowledge, attitudes and behaviour<br />
can be actively influenced<br />
• Repetition aids comprehension: News and information can be frequently<br />
revisited and revised and can be deepened over time (e.g. news series on<br />
new social business concepts)<br />
• Constant revision of content and format with content that is in touch with<br />
everyday life will more effectively reach consumers and influence knowledge,<br />
attitudes and behaviour<br />
Argument 5: Web 2.0 promotes community building, interaction and a deeper<br />
exchange of information especially among younger consumers<br />
According to ARD and ARD/ZDF online studies average duration of internet usage<br />
has increased from 2 minutes per day in 1997 to 58 minutes a day in 2008. 7 The<br />
most intensive users are the 14 to 29 year olds who spend on average some 120<br />
minutes daily online. Internet usage among this age group is nearly universal at<br />
fully 96.3%. Beyond the age of 30 the rate of internet usage falls significantly. 8<br />
The internet enables transmission of information in a manner that can be both independent<br />
and interactive. There has been a significant growth in the production<br />
and consumption of web logs, dairies or journals published on internet websites<br />
available to the public. For internet users web logs present an opportunity to exchange<br />
and discuss opinions with other users. This quick (real time communication)<br />
and interactive form of internet usage leads to a rapid creation, expansion and<br />
dissemination of new messages and opinions. Through this process, new issues or<br />
perspectives can rapidly reach the mainstream of society. Media companies are<br />
making their newspapers, TV programs and radio shows available online as an<br />
additional format for spreading their message. The potential of the internet to<br />
communicate a greater depth and breadth of information makes it uniquely suited<br />
to communicating complex <strong>sustainability</strong> content. This is even more so for web 2.0<br />
given its interactive nature.<br />
7 http://www.ard.de/intern/basisdaten/onlinenutzung/onlinenutzung_3A_20zeiten_20und_20dauer/-<br />
/id=55190/1l98aso/index.html retrieved 25.06.09<br />
8 http://www.ard.de/intern/basisdaten/onlinenutzung/soziodemografie_20der_20onlinenutzer/-/id=55174/oc4awv/index.html,<br />
retrieved 25.06.2009<br />
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