integrating sustainability themes into media - Collaborating Centre ...
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sary expertise can be cultivated and enhanced among <strong>media</strong> makers and other<br />
<strong>sustainability</strong> stakeholders. Therefore the third strategic area of action is Sponsorship<br />
and Financial Support. Potential tools within this strategic area aim to foster<br />
the implementation of <strong>sustainability</strong> <strong>into</strong> the <strong>media</strong> through the development of<br />
diverse financial support mechanisms, including direct financing of <strong>media</strong> programming<br />
as well as for research projects.<br />
Strategy Area IV: Research and Development<br />
An addition to the “<strong>sustainability</strong> information exchange” (Strategic Area I), “education<br />
and learning” (Area II) and “financial support” (Area III) tools, the fourth strategic<br />
area, Research and Development, aims to drive the research agenda for<br />
<strong>sustainability</strong> in <strong>media</strong>. Sustainability content in the <strong>media</strong> can only be enhanced,<br />
improved and (ideally, financially) supported, when the impact and range of impacts<br />
can be demonstrated. Research and development tools may therefore serve<br />
as a crucial indicator and catalyst for changes in attitudes and behaviour. This is<br />
not only the case for <strong>media</strong> users but also for other stakeholders working within<br />
partnerships connected to <strong>media</strong> and <strong>sustainability</strong> initiatives. Potential tools within<br />
this strategic area include impact evaluation studies, <strong>sustainability</strong> content analysis,<br />
and/or an expert <strong>media</strong> committee to evaluate <strong>media</strong> partnerships (see chapter<br />
5).<br />
4.3 Roadmap for action – applying the strategy areas<br />
within a step-by-step approach<br />
In the following matrix the four strategic core areas of action (Strategy Areas I-<br />
IV) are classified with respect to the degree of challenge in implementation and<br />
potential implementation time frames (see figure 2). The matrix makes the case<br />
that that Strategy Area I (<strong>sustainability</strong> information exchange) can ideally contribute<br />
to the process of mainstreaming <strong>sustainability</strong> content in the <strong>media</strong> in the short<br />
term, followed by Strategy Area II (learning and education) as a short- to middleterm<br />
initiative, Strategy Area III (financial support) over the medium-term, with<br />
Strategy Area IV (research and development) over the long-term. The strategic<br />
areas presented below are presented in increasing order of both complexity and<br />
potential benefit.<br />
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