integrating sustainability themes into media - Collaborating Centre ...

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However, it has been a challenge over recent years to design and implement media
formats with potential to both influence people and provide them with accurate
and authentic sustainability information. Many political leaders, scholars and other
(public) opinion leaders have controversially discussed how recent trends like the
global expansion of information, communication systems and technology and the
decisive emergence of media worldwide can be used to foster exposure to
sustainability themes. Several studies and workshops have been conducted to
learn more about the role of the media in promoting sustainability issues (Adolf-
Grimme-Institut 2004 and 2008; Ali 2002; Fleisch/Camphausen 2002; Medienworkshop
RNE 2004 und 2006; Schwender/Schulz/Kreeb 2008, Lubjuhn/Pratt
2009). However, long-term solutions and strategies toward introducing sustainability
topics into mainstream media formats remain outstanding.
Why is that so? There are diverse dilemmas at work, the most striking are briefly
summarised below:
Complexity of the issue: Sustainability is not that easy to communicate. The topic
refers to a complex matter with many meanings and at the end is about changes in
societal values and behaviour. When communicating sustainability in the media,
professionals tend depict single issues, facts and figures and use stereotypes to
reduce the complexity of the topic. This bears with it the risk of giving only superficial
treatment to the issues and makes it challenging to illustrate complex processes.
Moreover, media professionals have less time to deal with issues deeply.
What counts is coverage and ‘quick headlines’.
Competencies of media professionals: The professional competency of journalists,
producers, scriptwriters and PR experts is not traditionally on issues of
sustainability and the integration of these themes in media. There is at present only
very limited opportunities for advanced training in sustainability communication.
There are early approaches and programs underway at, for instance, the University
of Lüneburg 2 , but little specifically for journalists (apart from Science Journalism at
the University of Dortmund and the Master of Science in Communication, University
of Bremen). There is an urgent need for action in this context.
Structures in media organisations/editorial departments: Further barriers exist
at the level of media organisations/editorial departments. Sustainability subjects
are not (yet) integrated into organisational structures of typical media outlets. For
example, the conventional print media has no sustainability rubrics. Most newspapers
have not changed their pattern for many years. Nor has television.
2 See www.sustainament.de and www.uni-lueneburg.de/fb4/
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