Social Values in Climate
Change Communication
Julie Doyle
Principal Lecturer in Media Studies
School of Arts and Media
University of Brighton
Act Fair, Act Fast
– Stop Climate Chaos Coalition campaign
slogan
Pray for climate justice
– CAFOD campaign slogan
System change – not climate change
– Klimaforum09 declaration
Key questions
• If social values shape action, how is climate
change being framed by a diverse range of NGOs
and networks?
• How do different organisational structures, from
international to grassroots, affect the types of
values promoted and the kinds of social changes
or political actions advocated?
Overview of presentation
1. Framing processes/social values
• social values shape the identity and campaigning
strategies of NGOs and networks
2. Organisational/mobilising structures
• the social and political role of NGOs and civil
society groups/networks
3. Social values and mobilising structures
Analysis of CAFOD and Camp for Climate Action
campaigns
Framing processes – social values
‘Our actions are deeply embedded in the wider
environment, and in the habits and culture and
social norms of those around us. They are
determined by factors including the search for
status, emotions, habits and dominant cultural
and social norms. If we are to change, we will do
so together’
(Green Alliance 2008, 11).
Key questions
• If social values shape action, how is climate
change being framed by a diverse range of NGOs
and networks?
• How do different organisational structures, from
international to grassroots, affect the types of
values promoted and the kinds of social changes
or political actions advocated?
• catholic faith based national UK organisation
• campaigns on issues of poverty and justice,
mainly in the developing world
• Faith based
• ‘Justice’ framed through catholic scripture
• Top down approach
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New to climate change campaigning
Frame – justice for world’s poor
Politicised humanitarianism
Moral basis
Reinforce human/nature, developed/developing
distinctions
• Dual discourse of unity and difference
• Local level campaigning
Humans/humanity/human connectedness/human action
• non-hierarchical and de-centralised grassroots
climate network
• works to address the systemic causes of climate
change through direct action, education,
sustainable living and movement building
• A network and event – annual camp
• Direct action – politicised space
• De-centralised and non-hierarchical