Patrick Luganda: Role of the media in climate change adaptationPresentation Transcript
Role of the Media in Climate Change
AdaptAfrica Climate Change Symposium
Addis Ababa, March 9-11, 2011
Chair Network of Climate Journalists in the Greater Horn of Africa
CEO, Farmers Media Link Centre
Role of The Media
What do we mean by media?
Who is the media?
What is the media?
Where is the media?
Why the media?
When is media appropriate?
How to use the media?
Mass media refers collectively to all media technologies, including the Internet, Television, newspapers, magazines, radio, SMS etc which are used for mass communication as well as to the organizations which control these technologies
Mass media have a significant role in shaping public perceptions on many important issues
Through information dispensed through them
Through interpretations they place upon this information.
Play a significant role in shaping modern culture
Through selection and portrayal of a particular set of beliefs, values, and traditions or way of life as reality.
Through portraying a certain interpretation of reality, they shape reality to be more in line with that interpretation
Mass Media can be used for:
Advocacy for business and social concerns
Advertising and Marketing
Entertainment-acting, music, sport, features and light reading
These include food security, poverty reduction, personal, community, national security
Real Life Situation
Plant a tree campaign
Why should I plant a tree
What is the significance of a tree in climate change adaptation
Trees natural carbon storage
Other fossil fuels good carbon storage
Current discussion in the USA about whether communicators should mention the word “climate” or the concept of “climate change” in trying to get their messages across.
Some argue that it has become so controversial, and that skepticism as well as denial of climate change has grown so strong, that it is better to focus on alternative and renewable energy efforts – which are still popular for a variety of reasons – without going into the merits of addressing climate change.
It was quite widely noted, for instance, that Pres. Obama did not mention the word “climate” once in his recent State of the Union speech, although he did argue strongly in support of renewable energy measures.
Source IJEN study James Fahn.
National Security Threat Class 2c
But the US is very much aware of the threats of Climate Change to national security and geopolitics
Intelligence strategic studies predicted climate change would cause mass protests and lead to collapse of governments in Sub Saharan Africa, the Middle East as well as South and South East Asia within 20-30 years. Article published in 2009 in New York Times. See www.necjogha.org
Because the destruction of the natural storage of carbon caused excessive release of carbon onto atmosphere
Contributing to global GHGs
Planting trees is an adaptive strategy to restore the natural cleansing of the air
Media not experts just Jack of all trade
Media need to adapt to climate change by building capacity to communicate CC effectively
Media thirsty for news
Conflict, controversy, scandal, alarmism. Gossip make headlines and sell the news
Avoid negative publicity. Do not get in the news for the wrong reasons.
Scientists if you have nothing to say keep quiet and for the media if you have nothing to report do not report
In Climate Change media previously dormant but moved from passive stage through reactive, now to proactive stage
We need to become pre-emptive by playing an advocacy role.
I have dwelt on the media-journalists but there is potential to develop the other media channels as well
NECJOGHA and partners will hold a one week Climate Communication Institute followed by the Second Africa Climate Change Communication Conference in August 2011, in Kampala, Uganda. Participants from all over Africa and beyond. Seeking partnerships and support