INTEGRATING SUSTAINABILITY IN THE MAINSTREAM MEDIA

Media can play a key role in promoting sustainable consumption and production (SCP). While there are signs that the mainstream media is beginning to approach SCP issues a number of challenges remain. Media producers and sustainability experts often view issues through very different lenses. Sustainability experts often understand and present issues through facts and figures while the media seeks to tell compelling stories that are of interest to target audiences. Furthermore, it is necessary to develop tailored approaches to effectively reach different market segments and types of media users.

Integrating sustainability into mainstream media formats

The CSCP has analysed a number of strategies for integrating SCP topics into mainstream media formats. One identified strategy is by means of Entertainment Education (“Edutainement”), where informative messages are integrated into entertaining content that reaches media users at an emotional level. An example of such an approach would be where a protagonist of a daily soap engages with an environmental NGO. Such integration is also possible within other media formats such as reality programs and quiz shows. A key finding of the analysis is that programming needs to be integrated within a set of complementary instruments such as online information, discussion roundtables or scientific support. The CSCP has elaborated a roadmap of instruments to promote SCP in the media (TV, radio, online) with a particular focus on how policy can support these endeavours.

Background

The project “SCP in the media” was supported by the Ministry of the Environment and Conservation, Agriculture and Consumer Protection of the German State of North Rhine-Westphalia (MUNLV). One of the project outputs was a report that elaborated on how SCP content can be integrated into the mainstream media. The report was validated within an expert workshop comprising representatives of the media, political leaders and the scientific community.