Sustainability Communication as Critical Perspective in Media and Communication Studies—an Introduction

Abstract

A new decade, the ‘roaring 20ies’, with a very visible and tangible climate crisis, is crying out for solutions on a global scale, currently exacerbated in a COVID-19-related economic, social and cultural crisis. Sustainability is the moral compass for individual, community as well as organizational and institutional action for a new, regenerative human-nature relationship. At the same time, the increase in communication about sustainability (public discourses), of sustainability (CSR, policies) and even for sustainability (NGOs, Fridays for Future) challenges media and communication studies dealing with the critical evaluation of the principle of growth as master frame in public discourses and the necessity to communicate inconvenient truths of de-growth and abandonment. This chapter introduces the main provocations and concepts for sustainability communication in the future and, in doing so, further establishes sustainability communication as emerging field with rather unspecific boundaries.

The role of sustainability in media and communication studies’ curricula throughout Europe

“…This also fully applies to teaching in the field of media and communication studies, as the relevance of public communication in this context is undeniable in theory and practice. Sustainability communication is seen as an emerging field that integrates various research approaches and practices (Godemann and Michelsen, 2011; Cox, 2012; Anderson, 2014; Fischer et al , 2016; Weder et al , 2021a, 2021b). While handbooks and journals represent and reflect the state of the debate in research, the role of higher education in this context is largely overlooked so far.…”

“…This is evident from the debates about climate change and their related implementation of political measures, as well as from the individual transformation of our everyday life (Neverla, 2020, p. 335). Indeed, sustainability has established itself more and more as a moral compass for individual, societal, as well as organizational and institutional action in the search for a new, regenerative relationship between humankind and nature (Weder et al , 2021b). As one of the main challenges of our time, the debate on sustainability, sustainable development and the achievement of the 17 Sustainable Development Goals (SDGs) has also reached the field of media and communication studies.…”

“…As one of the main challenges of our time, the debate on sustainability, sustainable development and the achievement of the 17 Sustainable Development Goals (SDGs) has also reached the field of media and communication studies. Sustainability communication is considered an emerging field, which integrates a multitude of research approaches and practices (Godemann and Michelsen, 2011; Cox, 2012; Anderson, 2014; Fischer et al , 2016; Weder et al , 2021a) and is constantly challenged by not only the increasing amount of communication about , of and for sustainability (Newig et al , 2013) but also the need to communicate “inconvenient truths of de-growth and abandonment” (Weder et al , 2021b). While textbooks, handbooks and journals cover and reflect the state of the debate with a clear research focus, the role of higher education is largely ignored in this context.…”

Logos, Ethos, Pathos, Sustainabilitos? About the Role of Media Companies in Reaching Sustainable Development

“…Sustainability has increasingly occupied a prominent role in our society in recent years, moving beyond its buzzword status. Indeed, sustainability has established itself more and more as a moral compass for individual, societal, as well as organizational, and institutional actions in the search for a new balance between the ecosystem and our society [1][2][3]. In this context, the fundamental role of media is repeatedly pointed out by the literature: As producers of economic and cultural goods, media companies have a responsibility regarding the way they operate and the way they represent reality and raise criticism and ethical concerns in their products.…”

Testing of Standardized Advertising Slogans Within the Marketing Communication of Sustainable and Local Foods in Order to Reveal Consumer Preferences

“…Although several experts and scientists suggest how sustainable consumption could be communicated (Vergragt et al, 2016;Mandujano et al, 2021;Weder et al, 2021), communication on sustainable consumption, in contrast to communication on climate change, has not yet developed into a consolidated area of research. Therefore, given this fact and the extensive damage caused by the still unsustainable practices of the agricultural industry, the contribution significantly expands the particular area of research and supports local and sustainable entities in the correct setup of their marketing communication.…”