Media Access for Environmentalists: A Tug of War
Think about every environmental cause you either support or have heard of. Where did you hear it from? Why did it resonate with you?
I’m almost certain I’m guessing correctly when I assume that you were introduced to those efforts and campaigns by some sort of digital medium. Whether that be television, the internet or to get more specific, social media, nowadays many of us primarily get our information digitally.
Now the question is: how do these environmental campaigns stand out amongst the various other efforts that are floating among the metaphorically digital sea? We tend to pay attention to things that perfectly target our personal interests — what are we the most interested in? Ourselves.
How does this benefit me? What’s in it for me? Why should I care about this? These are some of the questions I’m sure we ask ourselves when we’re exposed to campaigns, efforts, etc., that are newly introduced to us. I’m not ashamed to admit that I do this sometimes, too.
Take the UN Environment’s Youtube Channel, for instance. They have posted a series of 1-minute videos briefly covering the importance of sustainability around the world. Because of the swift nature of these videos, users have the potential to be more engaged. They won’t want to move passed them or exit altogether, because the videos skip the formalities and directly target the viewer’s emotions. The UN takes the route of keeping the tone one of holding the viewer accountable, so that they will want to take action and make a positive change.
Our world is digital. We’ve said averiderci to the days of getting our information on tangible paper and have moved forward to bigger and better things. Now that we use platforms that provide us with the ability of choice, we are able to filter what information flows within our scope of vision. For advertisers, philanthropists, and those just trying to get a message out, it is both a blessing and a curse: they have the means to quickly spread their information but the limitations of a picky and sometimes inattentive audience.
