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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Table 1: Potential partnerships for communicating <strong>sustainability</strong> via various <strong>media</strong><br />
Partnerships for Potential partners and their roles<br />
in the entertainment TV field<br />
Sustainability<br />
information<br />
exchange<br />
Research and<br />
development<br />
Financial support<br />
Government authorities/universities,<br />
research institutions/NGO’s:<br />
• Providing expert knowledge<br />
and practical examples,<br />
• Advice on scripts and storylines<br />
that include <strong>sustainability</strong> content.<br />
Media makers:<br />
• Receiving accurate, authentic<br />
and reliable <strong>sustainability</strong> information<br />
and examples,<br />
• Providing knowledge about the<br />
TV business and “the art of<br />
story-telling”<br />
Good practice example:<br />
Lindenstrasse<br />
Government authorities:<br />
• Financial support of research<br />
projects<br />
Universities, research institutions/<br />
private market research firms:<br />
• Conducting formative, process<br />
and summative evaluation on<br />
<strong>sustainability</strong> messages.<br />
TV makers:<br />
• Sharing their work with research<br />
partners after creating<br />
storyline s(e.g. for pre-testing),<br />
during the production process<br />
and after broadcasting it (e.g.<br />
for post-testing the <strong>sustainability</strong><br />
messages).<br />
Good practice example:<br />
Grey’s Anatomy, Welt der Wunder<br />
Government authorities/ NGO’s/<br />
trade associations:<br />
• Sponsorship of <strong>sustainability</strong><br />
TV program,<br />
• Funding <strong>sustainability</strong> <strong>media</strong><br />
research projects.<br />
Potential partners and their roles in the<br />
print/online field<br />
Universities, research institutes, NGOs:<br />
• Providing expert knowledge,<br />
• Verifying <strong>sustainability</strong> content.<br />
Media makers:<br />
• Receiving accurate and reliable <strong>sustainability</strong><br />
information,<br />
• Providing platform for spreading <strong>sustainability</strong><br />
messages.<br />
Good practice example:<br />
Utopia<br />
Government authorities:<br />
• Financial support of research projects<br />
Universities, research institutions/ private<br />
market research firms:<br />
• Conducting research on <strong>sustainability</strong><br />
topics<br />
Print:<br />
Communicating research new findings in a<br />
personalised, appealing way<br />
Good practice example:<br />
n.a.<br />
Companies:<br />
• Co-sponsor of magazine/website/<strong>media</strong><br />
campaigns/content,<br />
• Providing expert knowledge on a particular<br />
field of sustainable business.<br />
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