How to promote SCP topics in the media

Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009

Making an Impact -Collective Actions Towards Sustainable Consumption and Production

How to promote SCP Topics in the Media

Good-Practice Examples,Reflections and Recommendations

Session: Tools for effective implementationSCP and Media: Successful Communication

December 08th, 2009, Brussels, Belgium

Sarah Lubjuhn,Institute for Communication Studies,

University of Duisburg-Essen


C o n t e n t

1. Media and sustainability topics

2. Good-Practice examples of media projects forpromoting SCP

3. Reflections and recommendations

Source: Bouman

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C o n t e n t




Source: Bouman

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Sustainability Topics and the Media - A Background

Importance of the media for promoting sustainability topics 73 percent of the German people use media as most important resource for

getting prosocial information (Verlag 2005),

2/3 of the US entertainment TV viewers learn from prosocial messages, 1/3‚take action‘ after watching them on TV (Porter Novelli et al. 2005).

=> How can people be reached?

Different media strategies for fostering sustainability lifestyles Cognitive-orientated media strategies are well suited for addressing people

from higher and middle socio-economic classes by preliminary providefacts, data and sophisticated elaborations (Bouman 1999, Lubjuhn/Pratt2009)

Affective-orientated media strategies are well suited for addressing peoplefrom middle and lower socio-economic classes, “Mainstream Consumers”(Movius et al. 2007, Morgan et al. 2009)

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Theoretical Foundation of Sustainability Media Strategies

Theoretical foundation

At its core comprises (1) doing formative andsummative research on the pro-sustainabilitymessages, (2) using Communication Theory foreffectively reaching media users with messages.

International level: Theoretical foundation is usedby governmental organizations. For CSO’s/NGO’s itis rather untypical.

Germany: Neither governmental, nor CSO’s/NGO’suse theoretical foundation systematically yet.

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C o n t e n t




Source: Bouman

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Entertainment TV - A Collaboration for Promoting Sustainability LifestylesEcht Elly (ETV.nl, The Netherlands)

http://ellylockhorst.punt.nl

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What is special?

TV entertainment makers, CSO’s, political stakeholders andresearchers collaborate together for designing and implementingEcht Elly

Involving a celebrity

CSO: Providing SCP learning materials for audience members,advising TV makers

Political stakeholders: Financial supporting the TV program andthe research, advising TV makers

Researchers: Formative and summative research

==> Strong network activities between the different stakeholders

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Entertainment TV - A Collaboration for Promoting Sustainability LifestylesEcht Elly (ETV.nl, The Netherlands)


Web 2.0: Carrot Mobs

Participatory network of consumers for SCP

Idea: Reward businesses, who are making socially responsibledecisions

11 different countries all over the world

Communicating through:

Web 2.0 based media (TV, social communities), SMS

Example

24th October 2009, Carrot mob at “Eve&Adam’s” in Berlin

www.carrotmob.org

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Public Media Art Campaign: WWF‘s Melting Ice Sculptures

Source: Rosa Merk WWF

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C o n t e n t




Source: Bouman

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Reflections and Recommendations

Strengthening sustainability information exchangeand network activities

Offering sustainability material for media(entertainment) makers, which fits their needs (of “storytelling”)

Clearly defining the target group of the sustainabilitymedia format and “dealing” with them

Fostering research activities

Fostering debates and discussion on frameworkconditions for sustainability media collaboration practice(Lubjuhn/Bouman 2009, Volpers et al. 2008)

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Reflections and Recommendations


Bouman, M.P.A. (1999): Collaboration for prosocial change. The turtle and the peacock. The Entertainment-Education Strategy onTelevision. Wageningen, The Netherlands: Wageningen Agricultural University.

Liedtke, C./Welfens, J., et al. (2007): Ressourcenschonung durch lebensstilorientierte Bildung. In: Altner, G., Leitschuh, H. Michelsen,G. München, C.H. Beck: Jahrbuch Ökologie 2008, pp. 142-153.

Lubjuhn, S./Pratt, N. (2009, forthcoming): Media communication strategies for climate-friendly lifestyles – Addressing middle and lowclass consumers for social-cultural change via Entertainment-Education, IOP Conference Series: Earth and Environmental Science,IOP publishing.

Lubjuhn, S./Bouman, M. (2009): Entertainment-Education in den Niederlanden und den USA. Was kann Deutschland davon lernen? In:merz (medien + erziehung), Zeitschrift für Medienpädagogik, 53. Jg., Nr. 4/2009, S.44-49.

Morgan, S. E./Movius, L., et al. (in press): The power of narratives. The effect of entertainment television organ donation storylines onthe attitudes, knowledge, and behaviors of donors and non-donors. Journal of Communication.

Movius, L./Cody, M., et al. (2007): Motivating Television Viewers to Become Organ Donors. Cases in Public Health Communication &Marketing. June 2007, available from:http://www.casesjournal.org/volume1/peer-reviewed/cases_1_08.cfm.

Porter Novelli/Centers for Disease Control and Prevention (CDC), et al. (2005): TV Drama/Comedy Viewers and Health Information2005, Porter Novelli HealthStyles Survey.

Singhal, A./Rogers, E. M. (1999): Entertainment-Education. A communication strategy for social change. Mahwah, New Jersey,London: Lawrence Erlbaum Associates.

Volpers, H./Bernhard, U., et al. (2008): Public relations und werbliche Erscheinungsformen im Fernsehen. Eine Typlologie persuasiverKommunikationsangebote des Fernsehens. Berlin: Vistas.

Verlag, G. (2005): OTC Tools. Marken, Macher, Meinungen. München, Gong Verlag.

Wang, H./Singhal, A. (2009): Entertainment-Education through digital games. New York Routledge.

References

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Sarah Lubjuhn,Institute for Communication Studies,

University of Duisburg-EssenE-Mail: [email protected]

Thank you!

Documents

How to promote SCP topics in the media