Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Patrick Luganda: Role of the media in climate change adaptation


Published on

  • Be the first to comment

  • Be the first to like this

Patrick Luganda: Role of the media in climate change adaptation

  1. 1. Role of the Media in Climate Change <ul><li>AdaptAfrica Climate Change Symposium </li></ul><ul><li>Addis Ababa, March 9-11, 2011 </li></ul><ul><li>Patrick Luganda </li></ul><ul><li>Chair Network of Climate Journalists in the Greater Horn of Africa </li></ul><ul><li>CEO, Farmers Media Link Centre </li></ul>
  2. 2. Role of The Media <ul><li>What do we mean by media? </li></ul><ul><li>Who is the media? </li></ul><ul><li>What is the media? </li></ul><ul><li>Where is the media? </li></ul><ul><li>Why the media? </li></ul><ul><li>When is media appropriate? </li></ul><ul><li>How to use the media? </li></ul>
  3. 3. Mass Media <ul><li>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 </li></ul>
  4. 4. Mass Media <ul><li>Mass media have a significant role in shaping public perceptions on many important issues </li></ul><ul><li>Through information dispensed through them </li></ul><ul><li>Through interpretations they place upon this information. </li></ul><ul><li>Play a significant role in shaping modern culture </li></ul><ul><li>Through selection and portrayal of a particular set of beliefs, values, and traditions or way of life as reality. </li></ul><ul><li>Through portraying a certain interpretation of reality, they shape reality to be more in line with that interpretation </li></ul>
  5. 5. Mass Media can be used for: <ul><li>Advocacy for business and social concerns </li></ul><ul><li>Advertising and Marketing </li></ul><ul><li>Public relations </li></ul><ul><li>Political communication </li></ul><ul><li>Entertainment-acting, music, sport, features and light reading </li></ul>
  6. 6. The Role of the Media <ul><li>Inform </li></ul><ul><li>Educate </li></ul><ul><li>Entertain </li></ul><ul><li>Credibility/Factually </li></ul><ul><li>Trust/Confidence </li></ul><ul><li>Visibility </li></ul><ul><li>Advocacy </li></ul>
  7. 7. Climate Change Dissemination Needs <ul><li>Interview </li></ul><ul><li>Investigate </li></ul><ul><li>Interrogate </li></ul><ul><li>Research </li></ul><ul><li>Review </li></ul><ul><li>Report </li></ul><ul><li>Listen </li></ul><ul><li>Learn </li></ul>
  8. 8. Dissemination Requires <ul><li>Understanding the issues </li></ul><ul><li>Climate Change-Climate Variability-Climate Vulnerability </li></ul><ul><li>Seasonal climate </li></ul><ul><li>Weather </li></ul><ul><li>Climate and Disasters </li></ul><ul><li>Building credible sources </li></ul><ul><li>Identifying with the audience </li></ul>
  9. 9. Understanding Issues <ul><li>Science not fiction </li></ul><ul><li>Adaptation </li></ul><ul><li>Mitigation </li></ul><ul><li>Probabilities </li></ul><ul><li>Uncertainties </li></ul><ul><li>Potential Impacts/Disasters/Risks </li></ul><ul><li>Audiences </li></ul>
  10. 10. So What? <ul><li>Information must be relevant </li></ul><ul><li>Should stimulate action </li></ul><ul><li>Help solve everyday challenges </li></ul><ul><li>These include food security, poverty reduction, personal, community, national security </li></ul><ul><li>Wealth creation </li></ul><ul><li>Community action </li></ul>
  11. 11. Real Life Situation <ul><li>Plant a tree campaign </li></ul><ul><li>Why should I plant a tree </li></ul><ul><li>What is the significance of a tree in climate change adaptation </li></ul><ul><li>Trees natural carbon storage </li></ul><ul><li>Coal </li></ul><ul><li>Oil </li></ul><ul><li>Other fossil fuels good carbon storage </li></ul>
  12. 12. Stop Press!!!! <ul><li>  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. </li></ul><ul><li>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.   </li></ul>
  13. 13. Stop Press!!!! <ul><li>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. </li></ul><ul><li>Source IJEN study James Fahn. </li></ul>
  14. 14. National Security Threat Class 2c <ul><li>But the US is very much aware of the threats of Climate Change to national security and geopolitics </li></ul><ul><li>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 </li></ul><ul><li> </li></ul>
  15. 15. What if Trees Not Planted <ul><li>Because the destruction of the natural storage of carbon caused excessive release of carbon onto atmosphere </li></ul><ul><li>Contributing to global GHGs </li></ul><ul><li>Planting trees is an adaptive strategy to restore the natural cleansing of the air </li></ul>
  16. 16. Remember <ul><li>Media not experts just Jack of all trade </li></ul><ul><li>Media need to adapt to climate change by building capacity to communicate CC effectively </li></ul><ul><li>Media thirsty for news </li></ul><ul><li>Conflict, controversy, scandal, alarmism. Gossip make headlines and sell the news </li></ul><ul><li>Avoid negative publicity. Do not get in the news for the wrong reasons. </li></ul><ul><li>Scientists if you have nothing to say keep quiet and for the media if you have nothing to report do not report </li></ul>
  17. 17. Way Forward <ul><li>In Climate Change media previously dormant but moved from passive stage through reactive, now to proactive stage </li></ul><ul><li>We need to become pre-emptive by playing an advocacy role. </li></ul><ul><li>I have dwelt on the media-journalists but there is potential to develop the other media channels as well </li></ul>
  18. 18. Finally <ul><li>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 </li></ul><ul><li>Announcement and details soon on </li></ul>
  19. 19. <ul><li>Thank You </li></ul><ul><li>Patrick Luganda </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>