Obstacles in Communicating the Concept of Sustainable Development

Obstacles in Communicating the Concept of Sustainable Development

International Studies Association
March 1998

The notion of sustainable development is difficult to communicate both in Western affluent societies and in the transition, semi-consumer societies.The notion of sustainable development is difficult to communicate both in Western affluent societies and moreover in the transition, semi-consumer societies. All of us day by day has to face the ignorance of the mass media, meanwhile the media should have significant role in the proceeding of sustainable development, as the main communication possibility between the decision- makers and the society.All of us day by day has to face the ignorance of the mass media, meanwhile the media should have significant role in the proceeding of sustanable development, as the main communication possibility between the decision- makers and the socitey. To convince a society on the sustainable consumption and production patterns are impossible without communicating through the mass media.To convince a society on the sustainable consumption and prodution patterns is impossible without communicating through the mass media. We have to pay more attention to the mass media, otherwise we could not reach the sustainable society.We have to pay more attention to the mass media, otherwise we could not reach the sustainable socity.

1. National efforts in Hungary

Only five years after the Stockholm Conference on the Human Environment the National Authority for Environment and Nature Conservation was set up in 1977.Only five years after the Stockholm Conference on the Human Environment, in 1977 the National Authority for Environment and Nature Conservation was set up. It was a great luck for me, as the editor of the only Hungarian environmental magazine named BUVAR to follow and contribute the progress of the Hungarian environment protection.It was a great luck for me, as the editor of the only Hungarian environmental magazin named BUVAR to follow and contribute the progress of the Hungarian environment protection. The first State Secretary of the above mentioned Government Office was Mr Gonda, originally a jeweller arrived to the first energized authority from the presidential position of a county council of the western part of Hungary.The first State Secretary of the above mentioned Government Office was Mr. Gonda, originally a jeweller arrived to the first energized authority from the presidential position of a county council of the western part of Hungary. Although that time the communist party had the main power, the new authority could manage enough well the Hungarian environment.Although that time the communist party had the main power, the new authority could manage enougy well the Hungarian environment. We were party of the international agreements, therefore we were Òwell-bredÓ in the international environment arena. Unfortunately Mr Gonda had to quit his office in 1984, when he opposed the Danube dam construction.We were party of the international agreements, therefore we were Òwell-bredÓ in the international environment arena.Unfortunately Mr. Gonda had to quit his office in 1984, when he opposed the Danube dam construction. After 1984 we were involved in the transition process and unfortunately during these years the environment protection was not a high priority in the political agenda.After 1984 we were involved in the transition process and unfortunately during this years the environment protection was not a high priority in the political agenda. It might be misleading that the debate with the Slovaks on the Bos-Nagymaros hydroelectric powerstation appeared as an environmental issue, but really it was the main engine of the political changing in Hungary.It might be misleading that the debate with the Slovaks on the Bos-Nagymaros hydroelectric powerstation appeared as an environmental issue, but really it was the main engin of the political changing in Hungary. After the first free election Hungary has committed itself to join the OECD and the European Union. Then it was not allowed to ignore the environment protection in the policy-making.

However the legislation was slow, the environment and development terms were integrated in the decision making. ₂ The most significant step was the approval of the Act on General Regulation Concerning Environmental Protection /Act No LIII (1995)/.

A significant element of the act is the obligation to prepare the National Environment Programme. The act also introduced fees for the use of the environment and fostered the environment impact assessment The National Environment Programme was approved by the Parliament in 1997.The act also introduced fees for the use of the environment and gave added impetus to environment impact assessment The National Environment Programme was approved by the Parliament in 1997. All basic recommendations of the Agenda 21 are reflected in this programme, as well as those stipulated by the EU and the OECD.All basic recommendation of the Agenda 21 are reflected in this programme, as well as those stipulated by the EU and the OECD. Other decision-making tool is the Hungarian Commission on Sustainable Development was established in 1993, as a permanent interministerial body responsible for the co-ordination of analysis, planning and implementation of national programmes for sustainable development and participation in relevant international programmes.Other decision-making tool is the Hungarian Commission on Sustainable Development was established in 1993, as a permanent interministerial body responsible for the coordination of analysis, planning and implementation of national programmes for sustainable development and participation in relevant international programmes. (I am member of the above mentioned commission to represent the Association of Science Journalists.) The National Environmental Council was established in 1996 according to provisions of the 1995 environmental act. The main NGO organizations are represented in the Council (environmental NGOs, academic institutes, business organizations) which is an advisory body of the government.The main NGO constituences are represented in the Council (environmental NGOs, academic institutes, business organizations) which is an advisory body of the government.

2. Fields of communication

According to the government efforts in Hungary could be enough arena to communicate the sustainable development. The most significant fields of the communication are the science, the business, the mass media and the advertising industry. Each niche has their tools.The most significant fields of the communication are the science, the business, the mass media and the advertising industry.Each niche have their own tools. The science can communicate well through the global issues. This communication has traditions, since at the beginning the environmental issues manifested as science questions.this communication has traditions, since at the beginning the environmental issues manifested as science questions. It seemed to be an efficient disguise to help the environment behind the iron curtain The business likes to use the eco-efficiency, which is sometimes dangerous. The advertising industry sells everything, rarely the public idea.The advertising industry sells everything , rarely the public idea. But it is easier to sell the anti-smoking, anti-HIV slogans, than the sustainable consumption pattern. Finally the mass media should communicate the elusive notion of sustainable development. Unfortunately it does not work. Why? - Could we ask? There are different obstacles, but I would like to point out two ones:

- the lack of knowledge,

- the lack of interest.

Lack of knowledge

According to an inquiry that I distributed in the Commission on Sustainable Development the sustainable development is equal either with the permanent economic growth or with the traditional environment protection.According to an inquiry which I distributed in the Commission on Sustainable Developement the sustainable development is equal either with the permanent economic growth or with the traditionalenvironmental protection. Even in the mass media the editors have no environmental expertise and knowledge. They prefer to focus on the incidents or colored event. Many of these editors are very sceptical, or even hostile.Many of these editors are very skeptical, or even hostile. In addition there are some misunderstandings in terms of integrated environmental management, environment friendly technologies, the sustainable use of resources and the sustainable development.In addition there are some misunderstandings in terms of integratedenvironmental management, environemnt friendly technologies, the sustainable use of resources and the sustainable development. The mass media could not deal with the complex, elusive term of sustainable development.The mass media could not deal with the complex, elusive term of sustanable development.

The other argument of the lack of knowledge is the economics of sustainable development, which has not been crystallized yet. The economists do not favour the subject, because they believe on the ideal of economic growth and the new paradigm can not brake a way.The economists do not favour the subject, because they believe on the ideal of economic grothw and the new paradigm can not break a way. (Editor level)

Lack of interest

You can identify two levels of the lack of interest. The journalists have not been paid well, they have to work on very many assignments, they have no enough time to deal with the subjects in-depth.The journalist s have not been paid well, they have to work on very many assignments, they have no enough time to deal with the subjects in-depth. The evaluation of their job does not depend on the quality rather on the quantity.The evaluation of their job does not depend on the qualty rather on the quantity. Their ignorance is not question of the capability, rather the circumstances.Their ignorance is not question of the capabilty, rather thecircumstances. (Journalist level)

However the mass media function on the market. The owner would like more and more profit, and so far to publish the commercial advertisements yield much more profit than to publish articles on the sustainable consumer patterns.The owner would like more and more profit, and so far topublish thecommercial advertisments yield much more profit than to publish articles on the sustainable consumer patterns. (Media level)

3. Experiences

I would like to support my opinion by my experiences. The story of an environmental newsletter named NOAH.The story of an enironmental newsletter named NOAH.

In 1991 financed by the Soros Foundation's grant I launched a monthly newsletter for journalists and decision-makers. I had authentic, background information that might be genuine value for a journalist.I had credible, background information whichmight be genuine value for a journalist. Some newspaper published them, and they were very satisfied with it, but according to the bulk of journalists' comments they had no enough time to use this kind of source.Some newspaper published them, and they were very satisfied with it, but according to the bulk of journalists' feedback they had no enough time to use this kind of source. Since the Soros Foundation did not continue the grant, I closed my newsletter.

The story of a roundtable

The director of the British Council in Budapest was enthusiastic on the environmental issues. He appreciated my idea and financed a roundtable for economic journalists and editors to discuss on the environmental issues.He appretiated my idea and financed a roundtable for economic journalists and editors to discuss on the environmental issues. The keynote speaker was a very prestigious person, the environment editor of The Economist, Farnces Cairncross. The invitation letter contained all details.The invitation letter contained every details. We expected the economic editors and journalists because of the new paradigm and the market possibilities of the environment protection.We expected the economic editors and journalists because of the new paradigm and the market possibilies of the environment protection. Finally the audience consisted of the environmental editors and journalists interested in the economic issues of the environment.Finally the audinece consisted of the environmental editors and journalists interested in the economic issues of the environment.

4. Conclusions

One of the consequence of the lack of knowledge is the new censorship. ₃ For the past 20 years, the Sonoma State University (California)-based Project Censored has been keeping track of critical issues that are given the silent treatment by mainstream news media. These issues come to the attention of the project through the diligence of a relatively few researchers and reporters who are willing to dig beneath the daily flotsam of scandals, murders, and bombings, and to analyze deeper patterns. One hypothesis is that if more people really knew what's happening to their common assets - their water, food security, cultural and genetic heritage, and future prospects - they have never permit many of today's industries to do what they routinely do. These industries now exercise heavy control of the media through their expenditures of close to half a trillion dollars a year in advertising. That is more spent per person, worldwide, than the entire annual income per person of the world's poorest billion people. With the reference to the latest data Norman Myers ₄ was writing:...there is scope for mobilizing the media to promote sustainable consumption. Each day an average American is the target of 300 messages urging him or her to consume more. How about using the media to encourage people to consume more discriminatingly and sparingly? It is easy to understand why the editors are not interested in decreasing the amount of advertisements.

The lack of knowledge and lack of interest are deeply interrelated. The lack of knowledge could be treated by education or training. In Hungary we have launched a science and environmental training course for graduate and postgraduate students. According to our experiences the environmental issues are much more attractive than the science ones. This training course is supported by the Ministry of Environment. Although so far we could not work out a good solution for the very busy and independent editors and economic decision-makers. They are the key target groups to train for sustainable development.

The advertisement is more sophisticated issue. One of the solutions could be to increase the share of the public advertisements. However at this point we have to face again the complexity of sustainable development, which is much more difficult to advertise than the anti-smoking or anti-HIV idea.

Notes:

Note 1: Member of National Committee of Sustainable Development (Hungary). Back.

Note 2: Hungary, Country Profile, Implementation of Agenda 21, United Nation Department for Policy Coordination and Sustainable Development, Division for Sustainable Development, 1997. Back.

Note 3: The New Censorship, Ed Ayers, Editor of World.Watch, May/June 1997, p.3. Back.

Note 4: Consumption:Challenge to Sustainable Development, Science, 1997, Vol. 276 No. 5309, p.53. Back.