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The power of the media is evident in that its influence is widespread and can
shape public opinion. In addition, the digital revolution has enabled
widespread access to the Internet and new media. This means that readers
and viewers have greater access to information and by highlighting key
environmental issues, the media can make people better aware of the
existence and severity of these problems.
The Annual Environmental Media Awards have been presented by the
Environmental Media Association (EMA) since 1991 to the best television
episode or film with an environmental message. According to the EMA
website, the EMA Awards honour film and television productions and
individuals that increase public awareness of environmental issues and
inspire personal action on these issues. Past winners for feature films
include Interstellar in 2015 (on climate change and sustainability), Avatar
in 2010 (on depletion of natural resources) and Erin Brockovich in 2000
(on energy depletion and water development).
Calling itself the first and only 24-hour eco-lifestyle television network,
Planet Green was launched by Discovery Channel and TreeHugger in 2011.
According to Eileen ONeill, the president and general manager of the
Planet Green network, the TV/Internet partnership promises to deliver a
greater range and depth of green information than either medium could
provide on its own.
The Internet offers instantaneous, cost free and unlimited access to a vast
number of environmental videos, blogs, forums, websites and educational
portals that feature environmental problems in the world today.
The media has also been actively exposing environmental injustices and
unethical practices of governments, businesses and firms. By creating
awareness of misdeeds, such errant parties can be held accountable and
brought to justice for the ruin that has been caused to the environment.
According to chinadialogue, an independent organisation dedicated to
promoting a common understanding of Chinas urgent environmental
challenges, in 2014, Chen Jie, an ex-photography editor at the Beijing
News and an active photojournalist completed seven pieces on the
environment. One of Chens pieces, Death of the Desert, an exclusive
report on the devastating effects of the Tengger desert pollution in Inner
Mongolia and Zhongwei, Ningxia province, prompted a reaction from
Chinese president Xi Jinping. The State Council formed an investigation
team to look into the situation and this led to dozens of officials in Inner
Mongolia losing their jobs or being punished.
In 2015, the International Consortium of Investigative Journalists worked
with 13 journalists from radio, print and online news outlets in Africa to
create the largest ever investigative journalistic partnership in Africa. The
Fatal Extraction project exposed serious environmental concerns and
human rights issues in multiple Australian-listed mining companies in
those 13 countries. These companies are accused of negligence, unfair
dismissal, violence and environmental law-breaking across Africa,
according to legal filings and community petitions gathered from South
Africa, Botswana, Tanzania, Zambia, Madagascar, Malawi, Mali, Cote
dIvoire, Senegal and Ghana. It has been recommended to the Australian
Parliament that it adopts mandatory reporting and sets clear guidance on
when companies should disclose social and environmental issues.
journalists from covering oil drilling in the Yasuni National Park, where the
biological diversity is internationally recognized.
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Even if the media helps to inform the public and create awareness of
various environmental problems, it does not necessarily translate to
more people actively participating in environmental events or
supporting environmental causes. Although media outlets can play a part
in covering environmental problems, in reality, there is often a limit to what
they can do and how far they can go. As a result, it is not fair to blame the
media for not doing enough to alleviate environmental problems. Ultimately,
real power to do so lies in the hands of the people and it is up to them to take
actual action to address these problems.
Undeniably, social media certainly helps spread the word about
environmental issues, but the extent to which this awareness spurs people
to actively participate in real-life environmental events can be questioned.
In a 2012 article entitled Can Social Media Really Help Make a Difference
for the Environment? Tom Szaky, the founder and CEO of TerraCycle, the
worlds first company that manufactures and packages products from
garbage, raised doubts about the effectiveness of the medias impact on
addressing environmental issues. He wrote, If someone clicks Like on
TerraCycles Facebook page, or retweets a Treehugger.com tweet, thats
fantastic. But it doesnt take down our carbon output or bring back a
demolished forest. Social media can be a fun, virtually interactive way to
substantial awareness, but the true threat is that people will think
retweeting or clicking Like will be enough. Social media is best used as a
nudge in the right direction inspiring behaviour, spreading positive
ideas and helping to spawn change in the real world. Its bad and
ineffective when people find gratification solely by tapping that Like icon
because that Like in most cases, wont do anything but display your
time spent on the computer.