Reporters during the COP15-summit in Copenhagen. Is it time for redefining the role of the media in the face of the green growth challenge?
We do it all the time; demand socially responsible action from corporations, governments, cities and even individual consumers. It goes with out saying: We are in this together and everyone has an obligation to do what they can do. This applies, however, not to the media, does it? Editors, media corporations and journalists somehow always escape the expectations that other stakeholders in society must live with.
The media has succesfully maintained the role of “objective” observer and watchdog, standing on the sidelines. Media is one of the most influential players in just about any society, due to their outreach to millions of people, and normally you say that with ability comes responsibility. Not in this particular case, it seems.
We don’t expect media to use their influence to, say, prioritize coverage of sustainable solutions, promote eco-efficient behaviour, use their factfinding skills to investigate new technological breakthroughs or build a captivating narrative about the low carbon society. We don’t expect them to show leadership on behalf of the business community. We don’t expect big, international media corporations to be champions of CSR.
When the IPCC reveals new, disturbing data about rapidly growing emissions of CO2, as they did in May this year, we expect the media to report on it – but not act themselves. Instead, we can be dead sure that journalists and editors will demand immediate and strong action from all other stakeholders and be very critical if they don’t deliver. Plus we will probably continue to see even prominent media courting climate sceptics and do “false balance” reporting where objectivity is to “balance” 1.000 scientists against one sceptic.
Okay, the above picture might be too black/white – but maybe it is time for a change? Maybe Socially Responsible Media is the next green growth trend? On June 4-6, 30 editors and journalists from 24 countries met at the Asia-Europe Journalists Seminar in Budapest in conjunction with the 10th ASEM Summit for Foreign Ministers from Asia and Europe. At the seminar, the role of the media in the “green” debate was discussed over two days, and lead to the adoption of a statement delivered to the ASEM Summit and other groups. The message is very clear: Media should start doing some soul searching.
Green Growth Leaders was invited to present its work and participate in the discussion, which was prepared and executed superbly by The Asia-European Foundation.
Noone argues that reporters shouldn’t continue to be critical and watch over greenwashing, hollow promises and lack of action from industry and political leaders. That is their historic raison d’etre. But does that exclude other roles? Is it impossible for media at the same time to see themselves as a constructive force in the transformation to a greener economy?
The statement certainly points in the direction of more socially responsible media. No doubt a lot of editors and journalists will consider this inappropriate for the media. The reality is though, that most players in this time of age have been forced to reconsider their historic role, since the threats towards the global economy are probably impossible to meet if we don’t – all of us – reconsider our role and responsibility and collaborate.
To view newspapers, TV-stations, internet media and radio as a player in society rather than an observer is no doubt controversial. It will be considered heresy by many journalists. So it is important to note that the people, who came to the above mentioned conclusions in Budapest, were in fact all journalists, working for media across the globe – in Vietnam, China, Laos, India, Belgium, the UK, Holland, Denmark, Hungary and Indonesia – just to mention a few.
Read more about the Asia-Europe Journalists Seminar.
