Sustainability Corner with Ebenezer ASUMANG: Environmental Activism: The role of Development Communication

One of the primary requirements for happiness is maintaining the connection between humans and nature.

——– Leo Tolstoy,

Russian Author and Spiritual Philosopher

Environmental activism involves collaborative efforts and actions aimed at safeguarding the natural environment, fostering sustainable growth, and tackling environmental concerns like global warming, contamination, forest depletion, and species extinction.

This movement utilizes various tactics such as community engagement, lobbying for policies, raising public consciousness, and implementing interventions (Fisher et al., 2020; UNEP, 2022). Generally, environmental advocates strive to reshape political, economic, and societal frameworks to enhance ecosystem well-being and secure equitable outcomes for coming generations (IPCC, 2021).

Key aspects include:

1. 
   Goals
   

• Reduce climate change impacts by decreasing emissions and increasing the use of renewable energy.
• Safeguard ecosystems and threatened species.
• Support environmental justice by giving priority to disadvantaged communities heavily impacted by pollution and climate effects (IPCC, 2021).
• Encourage sustainable consumption and production practices that align with international guidelines such as the United Nations Sustainable Development Goals (UN SDGs; United Nations, 2015).

1. 
   Methods
   

• Local Initiatives: Examples include community-driven efforts like tree-planting events or campaigns against plastic use (Thaker et al., 2019).
• Promoting Policy: Influencing government bodies to implement regulations such as levies on carbon emissions or prohibitions on disposable plastic products (Maibach et al., 2022).
• Enhancing Public Consciousness: Utilizing media, artistic expressions, and educational initiatives to cultivate environmentally aware behaviors (UNEP, 2022).
• Protest Actions: Demonstrations, work stoppages, and acts of civil disobedience (e.g.,
  Fridays for Future school
  strikes
  led by Greta Thunberg (Fisher et al., 2020).

1. 
   Stakeholders
   

• People involved include youth activists, researchers, and celebrities who highlight issues through social media platforms. On the organizational side, NGOs such as Greenpeace and WWF lead international advocacy efforts.
• Governmental organizations and international entities like the United Nations and IPCC influence policies based on aggregated scientific evidence (IPCC, 2021).

Development communication involves strategically employing communication methods to foster progress in societal, political, and financial areas.

This highlights the significance of information sharing, media involvement, and inclusive conversation in collaborative dialogues aimed at addressing deep-rooted problems like poverty, inequity, healthcare gaps, and ecological deterioration (Servaes, 2018).

Rooted in multidisciplinary principles, development communication utilizes theories from communication studies, sociology, and international development to craft focused approaches aimed at uplifting marginalized communities and promoting enduring transformation (Melkote & Steeves, 2001). This approach finds application in initiatives related to health promotion, environmental activism, and influencing policies, amongst other areas.

Key principles include:

• 
  Participatory approach:
  

Development communication emphasizes active community involvement, making sure that intended groups help shape solutions instead of merely absorbing information. This method syncs with Freirean pedagogy, promoting dialogue as a means for empowering individuals (Servaes, 2018).

• 
  Behavioural and Social Change:
  

This initiative seeks to shape both personal and group behaviors via campaigns that advocate for health practices such as immunization efforts, support environmental stewardship like messages against deforestation, or champion gender equality as noted by UNESCO in 2017.

• 
  Equity and Inclusion
  

Frequently, these programmes concentrate on magnifying the voices of underrepresented segments such as women, Indigenous peoples, and those with lower incomes to tackle disparities in power dynamics (Gumucio-Dagron, 2001).

• 
  Multichannel Strategies
  

Uses various platforms including radio, TV, social media, community theater, and mobile technology to enhance outreach and cultural resonance (Melkote & Steeves, 2001).

The Interconnection

Becoming a key element of worldwide initiatives to tackle climate change, biodiversity decline, and contamination, environmental activism plays an essential role.

As crises escalate, development communication—a discipline that uses targeted messaging to promote social, economic, and political advancement—has become an essential instrument for galvanizing public involvement, influencing policy-making, and encouraging lasting changes in behavior.

Environmental activism leveraging the development communication role helps to push efforts into preserving the environment and making it better for future generations. This interconnection uses various ways to make this happen.

This section delves into the ways development communication fosters environmental activism, analyzing its impact on media, community involvement, policy lobbying, and digital advancements.

1. 
   The Influence of Media on Environmental Consciousness
   

The media acts as a key channel for spreading environmental messages, connecting scientific insights with public awareness. Both traditional outlets like TV and radio and digital channels promote stories on climate change, deforestation, and clean energy, frequently presenting these topics as critical and manageable concerns.

McComas (2020), for example, points out how media coverage of severe weather phenomena like hurricanes and wildfires has increased public recognition of the real-world effects of climate change. Nonetheless, this kind of framing can sometimes lead to an over-simplification of intricate matters or even spread misleading information, emphasizing the importance of adopting communication approaches grounded in scientific evidence.

Development communication professionals collaborate with journalists and content creators to ensure accuracy and inclusivity. For example, partnerships between the United Nations Environment Programme (UNEP, 2022) and media outlets have produced documentaries and infographics that contextualize climate data, making it accessible to diverse audiences.

1. 
   Community Engagement and Grassroots Mobilization
   

At the local level, development communication fosters grassroots activism by empowering communities to voice their environmental concerns. Participatory methods, such as community radio, theatre, and workshops, enable marginalized groups to share knowledge and advocate for sustainable practices.

Research conducted by Thaker et al. (2019) demonstrated that initiatives led within communities in India effectively decreased plastic consumption through the integration of conventional storytelling techniques alongside mobile communications aimed at enlightening people living in rural areas.

Grassroots movements like
Fridays for Future
Initiated by Greta Thunberg, movements like Fridays for Future demonstrate how young people’s communication tactics, including social media hashtags and viral video content, can inspire worldwide mobilization. According to Fisher et al. (2020), these initiatives harness emotional appeals and individual stories to make climate science more relatable, thereby building unity across different nations.

1. 
   Advocating for Policy and Collaborating with Stakeholders
   

Development communication significantly influences policymakers by converting research findings into practical policy frameworks. Non-governmental organizations, government agencies, and global institutions use focused communications strategies to foster agreement on environmental regulations.

For example, the Intergovernmental Panel on Climate Change (IPCC, 2021) employs straightforward language summaries along with visual aids to convey climate risks to policymakers, thereby increasing the chances of policy implementation.

Platforms like the Global Climate Observatories promote discussion among scientists, media personnel, and policymakers, making sure that communication approaches match empirically supported goals (UNESCO, 2021). These efforts underscore the significance of international collaboration in tackling global issues such as marine debris and atmospheric contamination.

1. 
   D
   
   .
   
   Case Study:
   
   
   Digital Campaigns and Youth Activism
   

Digital platforms have revolutionized environmental activism, enabling rapid information sharing and mobilization. The
Climate Strike movement,
In 2019, an event that mobilized more than 4 million individuals worldwide demonstrated the power of social media algorithms in amplifying community-driven initiatives (Fisher et al., 2020). Social platforms such as TikTok and Instagram further connect with younger demographics via brief video clips, memes, and participatory surveys, thus rendering environmental issues more accessible.

Ojasa (2021) highlights the psychological effects of these campaigns, observing that young activists frequently use messages centered around hope to combat eco-anxiety. For instance,
Earth Uprising
podcast blends storytelling with expert interviews, inspiring listeners to adopt plant-based diets or participate in tree-planting initiatives.

Challenges and Ethical Considerations

Even though it holds great promise, development communication encounters several obstacles. False information, like denials about climate change, circulates quickly on the internet, eroding confidence in scientific facts (Maibach et al., 2022). Moreover, unequal access to digital resources restricts the effectiveness of online initiatives in poorer areas. There’s also an issue regarding cultural appropriateness—Western-focused stories might conflict with local Indigenous ecological methods, highlighting the importance of tailoring strategies for specific communities.

Ethical communication requires openness, inclusiveness, and responsibility. For example, marketing efforts should steer clear of “greenwashing,” wherein companies overstate their environmentally friendly initiatives without taking meaningful steps (Smith & Leiserowitz, 2023).

Future Directions:


Innovation and Equity

New technologies such as artificial intelligence (AI) and virtual reality (VR) provide fresh opportunities for engaging environmental narratives. AI-powered analysis tailors messages about climate change to individual viewers, enhancing personal connection. Meanwhile, VR environments recreate scenarios like deforestation or rising seas, promoting understanding through direct experience (UNEP, 2022).

Equity remains central to future efforts. UNESCO (2021) advocates for education programs that integrate climate literacy into school curricula, ensuring marginalized communities gain the tools to advocate for their rights. Global partnerships, such as the Paris Agreement’s public awareness initiatives, underscore the need for cross-cultural collaboration.

Conclusion

Development communication plays a crucial role in progressing environmental activism, spanning from community-based initiatives at the local level to international policy structures. Through leveraging various media platforms, digital resources, and responsible narrative techniques, communicators can connect scientific knowledge with public understanding, encouraging joint effort. Given the changing landscape of climate issues, innovative approaches and fairness should steer communication tactics to secure an enduring sustainable future.

References

Fisher, D. R., Lorenz, J., & Najam, A. (2020). Examining Greta’s impact? Investigating the connection between the Fridays for Future movement and climate policy development in Germany.
Global Environmental Politics, 20(3), 34–52
.
https://doi.org/10.1162/glep_a_00565

Intergovernmental Panel on Climate Change (IPCC). (2021). Climate change 2021: The physical science basis.
Cambridge University Press.

https://www.ipcc.ch/report/ar6/wg1/
(Accessed May 3, 2025)

Maibach, E. W., Chuk, M., & Nisbet, M. C. (2022). Effective climate communication and social movements: Insights from five decades of American environmental activism.
Annual Review of Environment and Resources, Volume 47, pages 593–618
.
https://doi.org/10.1146/annurev-environ-012021-024535

McComas, K. S. (2020). Coverage of Climate Change in Media. In R. L. Heath & H. D. O’Hair (Eds.),
Handbook of risk and crisis communication (pp. 322–339). Routledge.

Ojala, M. (2021). Adolescent Activism on Climate Change: Addressing an Existential Threat.
Applied Developmental Psychology Journal
77, 101330.

https://doi.org/10.1016/j.appdev.2021.101330

Smith, N., & Leiserowitz, A. (2023). The growth of climate activism.
In the Oxford Research Encyclopedia of Climate Science published by Oxford University Press.

https://doi.org/10.1093/acrefore/9780190228620.013.23

Thaker, J., Smith, N., & Leiserowitz, A. (2019). Communication about climate change in India. Palgrave Communications, 5(1), 1–10.
https://doi.org/10.1057/s41599-019-0247-7

United Nations Educational, Scientific and Cultural Organization (UNESCO). (2021). Education for sustainable development goals: Learning objectives.
UNESCO Publishing.
https://unesdoc.unesco.org/ark:/48223/pf0000379335

United Nations Environment Programme (UNEP). (2022). The environmental pulse of social media. UNEP.
https://www.unep.org/resources
(Accessed May 3, 2025)

About the Writer

Ebenezer

specializes in Development Communication and has research interests in Sustainability, Climate Communication, Development Studies, and Green Economy. Connect with him via:
[email protected]
/
[email protected]

LinkedIn:

Ebenezer Asumang. [
https://www.linkedin.com/in/ebenezer-asumang/
]

Provided by SyndiGate Media Inc. (
Syndigate.info
).