integrating sustainability themes into media - Collaborating Centre ...

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Hohenheim. The intention of the partnership was to jointly collaborate on a project
that would (1) foster sustainability messages in Welt der Wunder and (2) evaluate
the influence of the sustainability messaging in detail. The project idea focused on
the “unmanageable unsustainable consumers” in the mainstream, a traditionally
difficult to reach demographic when communicating sustainability content.
The partners received a research grant from the German Ministry of Education and
Research in 2003 under direction of the Lehrstuhl für Umweltmanagement, University
of Hohenheim. In collaboration with sustainability experts from a variety of
research institutions and universities, Welt der Wunder produced a number of episodes
that dealt with sustainability topics. Six of these were broadcast between
November 2004 to July 2005 and focussed on the following topics:
• Wood (as a sustainable resource),
• Atlantropa, dealing with the potential ecological consequences of an unrealised
plan dating from the 1920s to build a massive hydroelectric dam
across the Strait of Gibraltar,
• The future of nutrition,
• Washing agents,
• Burn-out (life-work balance),
• Leadfoot (driving habits).
The research project investigated the impact of the six episodes on audiences and
explored impressions of academics and experts concerning the sustainability messaging
in the programs. An index was developed to measure the emotionalcognitive
involvement of the audience, the sustainability context of the message
and the reach of each episode among viewers. The main outcome of their research
was that sustainability topics are not inherently “unsexy”, but the perception among
audiences is a function of how specific topics are depicted.
Moreover, the researchers created an online platform (B.Con) to provide media
stakeholders opportunities to access reliable and accurate sustainability resources
and contact information for recognized sustainability experts. Another activity undertaken
in the context of the partnership was to implement a workshop series,
which promoted the proceedings of the research project among TV stakeholders
and sustainability experts and which fostered dialogue and a mutual frame of understanding
for collaboration. Furthermore, Welt der Wunder provided an IP (internet
protocol) TV program “wdwip.TV”. Wdwip.TV allowed media users to interactively
discuss sustainability topics “live on the web” after Welt der Wunder broadcasts
on television.
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