Journalism and Media Studies Centre, The University of Hong Kong
Environmental
Communication by NGOs
Media, Politics and the Environment
March 14, 2012
Miklos Sukosd
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Journalism and Media Studies Centre, The University of Hong Kong
Non-governmental organizations
(NGOs)
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NGOs belong to civil society: democratic citizens different
from the state and the economy (business)
Third sector of society (non-governmental, non-profit)
NGOs often relate to social movements: collective actions
for social (political, cultural, environmental, economic)
change
Local, national, international (INGOS) NGOs
Differences in membership, autonomy from the state and
business, organization, professionalism, resources, goals
Environmental NGOs: raise awareness, change consumer
behavior, citizens’ public opinion and policy-making
process
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Journalism and Media Studies Centre, The University of Hong Kong
When are NGOs and social
movements successful?
Social movement theory:
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If they have political opportunities
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If they can mobilize and organize successfully
3.
If they can frame their issues successfully
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Journalism and Media Studies Centre, The University of Hong Kong
1.
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Political opportunities
Political opportunity structures: spaces for action
The same NGO action may have different chances for
success dependent on political opportunity
Institutional structures and informal power relations in different
political systems
Different national contexts: democratic vs. authoritarian
systems
 Openness or closure of political system
 Stability of elite alignments
 The presence of elite allies
 The state capacity for repression
Example: coalition governments; local environmental conflict
in China
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Journalism and Media Studies Centre, The University of Hong Kong
2.
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Mobilizing structures
Informal and formal vehicles for collective action and organize
successfully
Resources of NGOs: groups, organizations, communities,
networks, membership, leadership, sponsors, supporters
(donations, membership fees)
Civil rights movement (US): churches, colleges
Feminist movements: informal friendship networks
Social media: support networks for publicity and mobilization
Traditional media: involving new supporters, larger networks
(membership), setting agendas, changing public opinion
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Journalism and Media Studies Centre, The University of Hong Kong
3.
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Framing processes
The power of ideas, concepts, frames, moral evaluations
Frames define grievances, possible solutions, and optimistic
action
Cognitive dimension of NGOs and social movements:
cognitive liberation
New paradigms (including environmental concepts )
New measures (including ecological or carbon foorprint)
Cultural identity of NGOs: non-materials demands, “postmaterial” social movements
Frames and ideas may also create political opportunities and
effective organizations
Interrelationship of 3 factors of efficiency
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Journalism and Media Studies Centre, The University of Hong Kong
NGO environmental media actions
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Greenpeace videos on site actions
Goal: to call attention to environmental issues
Focus and influence public opinion to influence policy
process
Serve footage for global television and photo
opportunities for press photographers
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Journalism and Media Studies Centre, The University of Hong Kong
Exploring Greenpeace media actions
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Dramatic visuals (dangerous, even life-threatening
action; symbolic [handcuffed to nuclear plant fences])
Professional, well-done (GP camera people)
Symbolic law-breaking (newsworthy; civil disobedience:
break the law in the name of higher ideals)
Rehearsed action by professional movement members
(no mass membership demonstrations)
Moral judgment: good guys vs. bad guys
David against Goliath (visual symbolism)
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Journalism and Media Studies Centre, The University of Hong Kong
Criticisms of Greenpeace
media actions – and answers
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No real membership; professional elite actions; too much
hierarchy
Self-perpetuating organization for donations
Answers to criticism: division of labour among
environmental NGOs and other stakeholders
Greenpeace role with media actions: setting environmental
policy agendas
Efficient organization, professional realization
Other roles: think tank (scientific research and evaluation,
conferences, policy proposals)
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