How do the media communicate the environmental problems?

Iosif Botetzagias, Assistant Professor Department of Environment, University of the Aegean, Greece, iosif@aegean.gr

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Do environmental problems exist?

1969

TIME magazine (writing about Cuyahoga river in August 1969): Anyone who falls into the Cuyahoga does not drown, he decays.
1952

YET.
There had been 13 fires over the last 100 years, and the 1969 was a minor one. So, why did it get such a cover?

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The mass media affect us but how?

Mass society : the public are like sponges, absorbing anything the media offers. The hypodermic model: Media = needles, infusing certain messages into the publics mind- and the latter reacts in predictable ways. Uses and gratifications theory : why does the public choose to use the media? 1. Surveillance: I want to know whats going on (I feel more secure) 2. Personal identity: TV characters as role-models 3. Relationships with the media (e.g the elderly) & Building relationships around the media (e.g. family watching) 4. Diversion, fun, chill out
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Critical theory
Political economy: Medias operation is conditioned by economic interests (e.g. ownership, advertising, competition etc.) Structuralism: Its not what the media talk about that is important, but how they talk about it (the role of symbols or signs). Cultural studies: Interpreting those signs is a cultural process which depends on the communal and personal beliefs.
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How do environmental issues make it to the media?

Some thingsjust happen! (Fukushima nuclear accident) Environmental journalists do exist and they have to make a living! (environmental beat). Yet, most often, it is not the journalists who discover a topic- topics come knocking on the journalists door! I refer to Press releases and, all more common, media information packs.

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How do the media choose the news?

Gatekeeping not everything is published/broadcasted a) The role of economic (adverts) & political interests b) The policy (e.g. Youth-oriented channel) and the ideology of the media. c) What is newsworthy? 7 basic principles about events 1. Impact: Are many people affected? 2. Timeliness: Is it fresh news? 3. Prominence: Is it about someone famous? 4. Proximity: Is it about us (village, town, country)? 5. Bizarreness: Man bites dog 6. Conflict: Is there dispute, tension, violence? 7. Currency: Is it related with what is already at front stage?

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Environment as news
Events are in constant and vigorous competition for space and time in the media. Environmental events are at a disadvantage since: They (mainly) have a highly scientific and technical dimension- thus are not easily comprehensible by the public. The media prefer dramatic and confrontational eventsnot slowly evolving controversies. Thus any coverage of environmental events will be sporadic. Yet, is there a pattern of coverage over time?
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Number of Articles Number of Articles

Number of Articles

20 20 40 20 40 60 80

40

80

60

100

60

80

0 100

0 100

0 1/2001 4/2001 7/2001 10/2001

1/2002
4/2002 7/2002 10/2002 1/2003 4/2003 7/2003

Climate Change

10/2003
1/2004 4/2004 7/2004 10/2004 1/2005 4/2005 7/2005

Global Warming

Sum

10/2005
1/2006 4/2006 7/2006 10/2006 1/2007 4/2007 7/2007

10/2007
1/2008 4/2008 7/2008 10/2008

Eleftherotypia

Kathimerini

Ta Nea

Project LLP nr. 10-EIP-RO BUCURES 09

Number of Articles Number of Articles

Number of Articles

20 20 40 20 40 60 80

40

80

60

100

60

80

0 100

0 100

0 1/2001 4/2001 7/2001 10/2001

3rd IPCC report

1/2002
4/2002 7/2002 10/2002 1/2003 4/2003 7/2003

Climate Change

Johannesburg Summit

10/2003
1/2004 4/2004 7/2004 10/2004 1/2005 4/2005 7/2005

Global Warming

Sum

G8 Summit, Gleneagles, UK

10/2005
1/2006 4/2006 7/2006 10/2006 1/2007 4/2007 7/2007

10/2007
1/2008 4/2008 7/2008 10/2008

Eleftherotypia

Kathimerini

Ta Nea

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Downs issue attention cycle (1972)

The publics attention on an env. topic goes through a 5-stages cycle: 1. Pre-problem stage: few know of the problem, fewer worry about it. 2. Alarmed discovery & euphoric enthusiasm: dramatic events bring the problem to the fore the public feels sure that it will be dealt with now that it has become known. 3. Realizing the cost of significant progress: Realizing the necessary changes (and the costs entailed) cool down the publics enthusiasm 4. Gradual decline of interest: People get discouraged, annoyed or bored 5. The post-problem stage: The problem fades away from centre stage as new problems move in. Sporadic resurgence of concern. Interest not as low as in 1st phase, now there exist specialized actors dealing with the problem
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Climate Change in the Greek press

800

700
600

500
400 300 200 100

0 2001 2002 2003 2004 2005 2006 Ta NEA 2007 2008 Total
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Eleftherotypia

Kathimerini

How do the media present the environmental news?

After a topic/event is selected for being reported, the journalist must organize its presentation: 1. Select the sources. 2. Select data and quotes. 3. Set up a story around the topic/event.

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On Sources and Data

Sending pretty Press Releases does not guarantee you will get published. Preferred sources are those which the media consider trustworthy mainly the government and scientists. National newspapers usually dont prefer ENGOs or grassroots orgs (local newspapers differ) Thus, in big newspapers coverage will more likely be objective (focus on quantitative data) rather than subjective (values, quality of life etc.)
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Number of articles and actors involved in the Greek public debate concerning CC (2001-2008)
N of articles referring to a public debate N of unique individuals referred to in the articles affiliated with*: Organizations (of which %): Political Parties Government NGOs Research bodies Business Participatory venue Other (of which: Unions/Grassroots) Eleftherotypia 266 136 80 8.8% 25.0% 10.0% 16.3% 10.0% 5.0% 20.0% (80%) Kathimerini 110 78 43 9.3% 37.2% 9.3% 23.2% 18.6% 0% 2.3% (0%) Ta Nea 87 67 45 11.% 11.1% 17.8% 26.7% 20.0% 6.7% 6.7% (33%)

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On setting the story

Most media informants, offer an all-inclusive interpreting package for any given topic.

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Media Packages (Gamson & Modigliani 1989)

At its core each package has a central idea, or frame. Each frame supports a series of kindred positions on the topic. The package also includes a number of symbols which communicate its frame and position in an easy way. Packages have to develop and accommodate new developments if they are to survive (e.g. Chernobyl Fukushima)

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Packages have signatures

a set of elements that suggest its core frame and position in a shorthand fashion (e.g. the Dominoeffect for the Vietnam war)
These elements are: 1. Framing devices Ways of perceiving the topic 2. Reasoning devices Justifying/supporting the packages main position.

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Framing devices (e.g. GMOs)

Metaphors: imagined events(Pandoras box; Hybris) Exemplars: historic antecedents (Dolly the sheep) Catch-phrases: Frankenstein food Depictions: characterizing opponents/supporters (The Sorcerers Apprentice) Images: visuals which suggest the packages core
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Reasoning devices
Roots: what causes the problem? (The industries greed; the capitalist system) Consequences: what will flow from different policies? (if GMOs are allowed all traditional crop varieties will become extinct) Appeal to principles: what is the moral reasoning for a certain policy? (GMO-food must carry a label cause I have the right to know what I am eating)
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The success depends on

of

each

package

Its Cultural resonance- how does it fit with general cultural models (e.g. is progress associated with Prometheus or Frankenstein?). Its Sponsors: those who promote it in the media (through interviews, articles etc.) YET ALSO the Medias practices: trustworthy sources, hierarchy of sources, balance and objectivity , journalists own values and agenda.
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So, how do the media influence us?

The press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about. The world will look different to different people, depending on the map that is drawn for them by writers, editors, and publishers of the paper they read (Cohen, 1963).

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