CLIMATE CHANGE IN EUROPE

3. Transmit feelings of relevance and self-efficacy.

4. Revisit the images for articles.

5. Promote continuous training for journalists.

6. Solutions can be and must be news.

“The expression ‘bad news sells better than good news’ has become a mantra. But, aside from

clichés, the media will also report on solutions, provided that the subject matter is interesting

and provides originality (Futerra, 2006). Everything seems indicate that, in the coming years,

the fight against climate change (in both its mitigation and adaptation aspects) will increasingly

move towards tangible measures that will greatly affect our life styles. One of the greatest

challenges for media companies and professionals will be to present these measures in an

understandable manner, from an independent, critical and responsible viewpoint.... It will be

necessary to take into account possible biases in the perception of climate change” (Heras,

2008).

In the following section, we offer some of the recommendations, from the work groups at the

mentionedworkshop,onways to communicate about climate change.The following are proposals

for improving communication on climate change along with some possible communication

activities.We hope they will be of use.

GROUP 1

Draw a map of the impacts that climate change has on health, this will illustrate how climate

change will affect the different social classes.

Produce a regional/county map of the alternatives.

Spread information that changing routines and energy habits to more sustainable forms

produce fulfilment. Show that being consistent creates happiness.

GROUP 2

Spur social discussion on the relationship between technology and society.

Improve individual actions that are directed towards solutions and give them a collective feeling.

Approach problems through real cases involving people.

Link climate change solutions to economic benefits: savings, employment, etc.

Change technical language into ideas that are easily understood by people, and spread them

within ordinary conceptual frameworks.

Alba del Campo