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ENVIRONMENTAL COMMUNICATION: WHAT IT IS AND WHY IT MATTERS
by Mark Meisner
In the simplest terms, environmental communication is communication about environmental affairs. This includes all of the diverse forms of interpersonal, group, public, organizational, and mediated communication that make up the social debate about environmental issues and problems, and our relationship to the rest of nature.
"It is both a lay activity and a field of professional practice"
Anyone who is participating in these discussions is engaging in the activity of environmental communication. That includes everyone from the most passionate environmental advocates, to the fiercest opponents of ecological protections. In this sense, it is both a lay activity that anyone can undertake, and a field of practice that professional communicators have created.
It should be noted here that former U.S. Vice-President Al Gore shared the 2007 Nobel Peace Prize with the United Nations Intergovernmental Panel on Climate Change (IPCC) for his work in communicating about climate change. That makes him the most distinguished environmental communicator today.
"It is also an interdisciplinary field of study"
Environmental communication is also an interdisciplinary field of study that examines the role, techniques, and influence of communication in environmental affairs. Basically, it studies the activity and in doing so, it draws its theory and methods primarily from communication, environmental studies, psychology, sociology, and political science. There are university courses and programs in environmental communication, research centers dedicated to its study, scholarly journals focused on the subject, and books on various aspects of the field.
announce.jpgWork in this area is concerned with several interconnected dimensions of the communication. These are most easily explained with reference to the standard questions of who, what, where, when and how. In each of these dimensions, we might also ask why and so what?
Who gets to participate in the discussions? Why are certain voices privileged and others marginalized? Among those are the voices of citizens, politicians, civil servants, scientists, corporations, religious institutions, labour unions, indigenous peoples, environmental organizations, and other civil society groups, not to mention journalists and other media workers.
What are the facets of the environmental issues that are being discussed? Why are some emphasized over others? What are the implications? Among the key facets that might be discussed are the science, costs, risks, problem definitions, possible responses, values, agency, responsibilities, future visions, and ideas about nature, as well as the patterns of those discussions known as discourses.
Where and when does the communication take place? What are the limitations and opportunities associated with those different contexts? These include traditional news media, public participation fora, policy-making venues, advocacy campaigns, advertising, street protests, social media, popular culture and the public sphere generally.
How are people communicating? Why are they using certain words, metaphors, visuals, frames, music, art, narratives, and other rhetorical devices? Why not different words, etc.? What are the consequence for those who hear and see these messages? How should people be communicating?
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