Social Values in Climate Change Communication

Julie DoylePrincipal Lecturer in Media StudiesSchool of Arts and MediaUniversity of Brighton

Act Fair, Act Fast – Stop Climate Chaos Coalition

campaign slogan

Pray for climate justice – CAFOD campaign slogan

System change – not climate change – Klimaforum09 declaration

Key questions

•If social values shape action, how is climate change being framed by a diverse range of NGOs and networks?

•How do different organisational

structures, from international to grassroots, affect the types of values promoted and the kinds of social changes or political actions advocated?

Overview of presentation1. Framing processes/social values•social values shape the identity and

campaigning strategies of NGOs and networks

2. Organisational/mobilising structures•the social and political role of NGOs and

civil society groups/networks

3. Social values and mobilising structuresAnalysis of CAFOD and Camp for Climate Action campaigns

Framing processes – social values

‘Our actions are deeply embedded in the wider environment, and in the habits and culture and social norms of those around us. They are determined by factors including the search for status, emotions, habits and dominant cultural and social norms. If we are to change, we will do so together’ (Green Alliance 2008, 11).

Key questions•If social values shape action, how is

climate change being framed by a diverse range of NGOs and networks?

•How do different organisational

structures, from international to grassroots, affect the types of values promoted and the kinds of social changes or political actions advocated?

•catholic faith based national UK organisation

•campaigns on issues of poverty and

justice, mainly in the developing world

•Faith based

•‘Justice’ framed through catholic scripture

•Top down approach

•New to climate change campaigning•Frame – justice for world’s poor•Politicised humanitarianism•Moral basis•Reinforce human/nature,

developed/developing distinctions•Dual discourse of unity and difference•Local level campaigning

Humans/humanity/human connectedness/human action

•non-hierarchical and de-centralised grassroots climate network

•works to address the systemic causes of climate change through direct action, education, sustainable living and movement building

•A network and event – annual camp

•Direct action – politicised space

•De-centralised and non-hierarchical