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Effective Climate Change Communication for Sustainable Development

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Effective Climate Change Communication for Sustainable Development www.iaard.net IAARD Journals eISSN:2455-4464 International Journal of Economics And Business Management IAARD-International Journal of Economics and Business Management, 2016, 2(1),100-112 Effective Climate Change Communication for Sustainable Development: An Exploratory Study of Climate Change News in Districts of Bale Zone, Oromia, Ethiopia Dano Endalu Olana, Ponguru CS Reddy and Nagalla Vidya Kanna Maddawalabu University and Ambo University, Ethiopia (Email: [email protected] ) ……………………………………………………………………………………………………………………………………………………… Abstract: This study examined the effectiveness of climate change and environment-related communications in the local districts of Bale Zone, Oromia Regional State, Ethiopia. A framing approach established and specifically designed to apply to climate change issues laid the groundwork for the study. The study employed qualitative methodology. Purposive sampling was used to collect the necessary data. The number of sample size was determined by theoretical saturation. A qualitative content analysis was used to explore the content coverage, story frames, dominant themes and sources portrayed in the districts news report. Focus group discussions and semi- structured interviews were held with local reporters, metrology experts and Land and Environment Administrators of the study areas to further investigate how much emphasis was given to climate change communication. The study indicated that district news reporters had scanty awareness about the global impacts of climate change in general and climate change and its contributing factors in their local districts in particular. The issue of climate change and environment in the district reports had been treated separate from development reports. The district reports gave enormous coverage to success stories; overlooking the hazards of climate and environment problems that hamper sustainable development. The coverage of climate change and environment related issues focused more on "After-effect" frame, which focuses on the results of implementing climate change countermeasures. However, district news report did not pay attention to the “prognostic” frame, which focuses on the long term predictive climate change responses. The study findings could give insight that reporters as well as local government bodies lacked information and media literacy with regards to the cross cutting impacts of climate change. This study also observed that local reporters also failed to have formal Journalism education or continuous capacity building trainings on climate change issues; to report true, balanced, accurate, significant, timely, verified stories that would give appropriate coverage for climate change and related environmental strains. The study also pointed out that the district reporters were not independent to give focus to climate issues. There was also limited information-exchange among the district reporters, environment experts, NGOs, local community, academicians, researchers and stakeholders to effectively communicate climate change and related environmental concerns. This showed there were gaps among the stakeholders to tackle climate change hazards. Therefore, the entire system of climate change communication has to be streamlined for sustainable development. Key words: Climate, News, Communication, Development, District, Bale Zone, Oromia, Ethiopia …………………………………………………………………………………………………………………………………….. INTRODUCTION change for its effective communication across the Climate science is a deeply contested area community for sustainable development. today across the world. It is one of the major criteria in Media, among others, is expected to contribute Environmental Impact Assessment (EIA) for to the entire arenas of human development. It plays a sustainable development. There is considerable crucial role in framing scientific, economic, social and competition among environmental scientists, industry, political dimension through giving voice to some view policy makers and non-governmental organizations points while suppressing others, and legitimating (NGOs), each of whom is likely to be actively seeking certain truth claims reasonable and credible. As studies to establish their particular perspectives on the climate show (Alebachew A and Woldeamlak B 2011)1, while change issues as the one to be adopted. Now a days, media have been shown to play a key role in framing there has been mounting consensus among world climate change communication , the effects are scientists about the role of human influence on the complex and dynamic and there is no straight forward global climate and environment. However, there is relationship between information campaigns and considerable disagreement over the nature of its effects behavior change. There is a relatively long history of on sustainable development, how best to tackle the research in to the role of media in reporting problem and who needs to be involved. There is environmental issues but it was not until the 1990 emergent need to recognize the magnitude of climate (Funk C et al 2012)2 that the world began to see the Dano Endalu Olana et al., Page No.100 International Journal of Economics and Business Management, 2016, 2(1),100-112 emergence of a range of studies focusing specifically E.C and television broadcast in 2002E.C. Though both up on climate change. Recent years have witnessed transmissions have no long years of services, the media increasing interest among scholars from a range of organization has been playing indispensible role in disciplines in investigating how the media are reporting promoting and supporting government development anthropogenic climate change. The associated risks of agendas. The media outlet is expected to address the climate change have been treated with greater urgency political, social and economic realities in the region. as the topic has risen up the political agenda for Besides, other than news room reporters, in sustainable development, and journalists around the Oramia regional state, there are reporters at district globe have increasingly made links between dramatic levels who are supposed to communicate current issues weather events (such as floods and heat weaves and at the bottom to the regional mass media. These global climate change (Lautze S, et al , 2003)3. Past reporters are expected to report the realities of local studies suggested that reporting was often affected by issues for the regional audiences at large. This would journalists’ lack of knowledge of the issues of climate give opportunities for the regional society to get up-to- changes (Wilson 2000) 4. News coverage on climate date information across their district boundaries.Oromia change has been variable; whilst some accounts have Radio and Television organization as well as the efforts hampered accurate representation of climate science by the local reporters seemed to be inadequate in other reporting has been more mixed (Hansen,A. et communicating issues of climate change as it is al.(1998) 5. basically human issues. For instance, Oromia Radio and Despite the unprecedented impact of climate Television organization pays insignificant focus on change, it is hard to conclude that media report on issues of climate change. Themes related to climate climate change issues and its effective communication change and environment assessment aspects are rarely on environmental impact, in ways that catch audience’s covered under news and environment assessment attention and prompt action. The general picture programs.There is no recent study on how Oromia painted by the most recent research is that while Radio and Television is working with local reporters in coverage of climate change in non-industrialized the region to tackle the problems of climate change and countries is increasing the quantity and quality of its impact on environment for sustainable development. reporting do not match the scale of the problem. The Based on this reality, though studying the role of studies reveal a reliance on reports from western news Oromia Radio and Television in the campaign against agencies rather than more locally relevant news climate change is self-standing research thematic area, (UNFCCC, 2009) 6. The problem of climate change is conducting research to identify the situation at the worse in developing countries like Ethiopia. According bottom is believed to be essential; because it is the to a study conducted by Miz-Hasab Research Center people at the bottom who are highly affected by climate (MHRC), Ethiopia is extremely vulnerable to the change crises. Therefore, studying issues of climate impact of climate change due to social, economic and change reporting at the bottom is vital. To this end, this environmental factors (MHRC 2009) 7. research is focused on the reality of climate change . Twenty years ago, drought happened in issues in one of the zones in Oromia regional state, Bale Ethiopia once in every 8 to 10 years. But for the last 20 Bone. years, it has been happening every year. Temperature Statement of the Problem increases have also been constant for the last 50 years. Media communications have the power to But this will be expected to rise 3.1 oC by 2060, and influence public opinion as well as social policy about 5.1 oC by 2090 (Abebe 2007) 8. Like many Sub-Saharan significant social matters (Wilson 2000) 4. Climate countries…in Africa, Ethiopia suffers from lack of change and its impact on is one of the issues that information in order to adapt and mitigate climate require media’s attention.
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