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 , , 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. In addition to the attention of change problems. For instance, as stated in the issue receives from the media, how it is framed, has DagsewAmanu (2010) 9, International Food Policy implications for both public perceptions and policy Researcher Institute (IFPRI, 2011)10 survey shows that making (Shanahan 2009) 11 . most Ethiopian farmers lack information to adapt to The framing of climate change and climate change aspects and support government policy environment issues, reporters’ consciousness and on environment and climate issues for sustainable knowledge on climate change, the effort of different development. This is to mean that on the whole there is governmental and non-governmental organizations to poor communication of climate change issues by the tackle climate change impacts on environment and concerned bodies. sustainable development can certainly affect the Ethiopia has nine regional state and two city public’s perception and contribution in the fight administrators. Oromia Regional state is the largest and against climate change crisis. most populous regions in the country. The region has In case of Environment Impact Assessment, its own public media organization. Oromia Radio and Ethiopia is not free from the world climate change Television organization began radio broadcast in 2000 crises. The government of Ethiopia has been playing

Dano Endalu Olana et al., Page No.101 International Journal of Economics and Business Management, 2016, 2(1),100-112 forefront line role to support world agenda on climate capital city of Bale Zone is . It is found 430km change and environment impact assessment campaign. away from the capital city of Ethiopia, . The regional government in this country has also been Population Size: undertaking different climate change adaptation and its Bale zone comprises of 18 rural and 2 urban districts effect lessening mechanisms. Oromia Regional State is .As to the population census of 2007, the population one of the regions in the country working to ensure the size of Bale zone is one million. government agenda in the perspective of reducing Language: climate change crises. To this end, the role of regional The popular language in Bale Zone is Afaan Oromo. media and professional practices at the bottom has language is also widely spoken by the significant role to assess the environmental effect and majority of urban dwellers. climate crises on sustainable development and Religion: communicate the same to the bottom level of the Islamic religion has the largest followers in the zone society. Despite the fact that the quality and quantity of followed closely by the Orthodox Christianity with a local reports together with reporters’ dynamism have an fewer number of Protestants. In addition, the people imperative position in fighting against climate change experience an integrated social life and rituals. crisis and adaption to the existing situation, there are Climate: very few related studies in the region. And there is no Bale is home to different climatic conditions which in research finding by media professionals that reveals the turn results in different vegetation types. This again coverage of climate change and environmental impact makes the zone a home to different wild animals. The assessment issues at country level on the whole and in landscape and the soil type create a favorable condition particular in the local districts of Oromia Regional for the production of different crops. The people are State. Therefore, the researcher believed that it is engaged in different economic activities and have indispensible to study the effectiveness of climate diverse cultural values. The highlanders are mostly change communication and related environment impact farmers and the lowlanders are predominantly assessment issues in Oromia Regional State, with the pastoralists. case study of Bale Zone, to address the urgent issues of Bale National Park (Covered less on BNP and more climate change. This case study would pave a way to on climate): further study the effectiveness of climate change As a result of the great altitudinal variation in Bale- communication and environment impact assessment for mountains massifs, considerable variations of climatic sustainable development in the region of Oromia as conditions are recorded in the National Park. Bale well as in the regional states of Ethiopia at large. highlands belong to the east African Climatic domain, Objectives: which is influenced by low-level easterly winds from The overall objective of the study was to the Indian Ocean causing small rains in January. The investigate the effectiveness of climate change general rainfall patterns in the central Bale highlands communication and environment impact assessment for are adversative. The northern part is somehow sustainable development in the local districts of Bale conducive for plant growth, with ample amount of zone, Oromia Region. The study attempted to answer rainfall, and moderate temperature and relative the following research questions: humidity. The central plateau consists of extremely • What is the impact of climate change crises on the harsh climatic conditions-an erratic rainfall, usually wet sustainable development. and waterish air, icy and frostiness, frequent mist and • Do district reporters have sound awareness on sometimes-random falls of hail. Additionally, due to Climate Change issues? macroclimate variations highlands and valleys create • Is there suitable framing of climate change-related microclimatic conditions usually favored by plants and issues in the local news reports? animals, particularly at the central plateau. Bale • Do district reporters collaborate with other Mountains is characterized by having eight months stakeholders to combat climate change crisis? rainy season (March to October) and followed by • Are there quality journalism practices to effectively another four months dry season (November to address issues of climate change? February). Rainfall is well distributed throughout the • wet season, ranging from 1000 to1400mm annually What are prevailing challenges to effectively 12 communicate climate change issues? (Daniel Gemechu, 1977) . Temperature records from MATERIALS AND METHODS: the indicate that the wet seasons are General Description of the Study Area: comparatively warm and the dry seasons are extremely Bale Zone: nocturnal cold and diurnal warm vis-à-vis. The lowest Location: recorded temperature at highest plateau of Bale (Sanette) was -15ºc and the maximum record was 26ºc Bale Zone is one of the zones in Oromia regional state. 4 It is located in the South East part of Ethiopia .The (Wilson 2000) . Similarly the lowest recorded temperature in area was -6ºc. Relative humidity

Dano Endalu Olana et al., Page No.102 International Journal of Economics and Business Management, 2016, 2(1),100-112 measured using thermo hygrograph ranged from 17% to join to form four major rivers-the Wabeshebele, the 100% during the dry and wet periods respectively Web (leading to the Genale and Juba Rivers), the (Wilson 2000) 4. However, there is a climate change Welmel and Dumal Rivers. In addition, the water for variation in Bale Zone. Most of the districts far from the numerous springs emerging in the lowlands the zonal town, Robe, in Bale zone experience dessert originates from the Bale Mountains. These rivers and and semi desert air conditions. springs are the only sources of perennial water for the Hydrology –Bale Mountains National Park: critical and lowlands of the east and southeast of Bale Mountains are important water source like a tower Ethiopia, including the Ogaden and Somali areas. In that supports the life of millions of people and other these areas there is an extreme water deficit, organisms in the adjacent lowland areas. There are particularly during the dry season (BMNP) more than forty streams arise within the BMNP. These

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Figure: Local Districts and Boundaries of Bale Zone alters the composition of the global atmosphere and REVIEW OF RELATED LITERATURE which is in addition to natural climate variability Introduction observed over comparable time period. The UNFCCC The central aim of this chapter is to provide literature thus makes a distinction between “climate changes” reviews which help as a corner stone to the study. It which is attributable to human activities altering the mainly addresses basic notions of climate change in atmospheric composition but “climate variability” relation to media and some related media theories. attributable to natural causes. Climate Change: American Meteorological Society (AMS) Definition: defines climate change as “any systematic change in the Different organizations and authors give various long-term statistics of climate elements (such as definitions to climate change while most definitions temperature, pressure or winds) sustained over several seem similar to each other. decades or longer. According to AMS ,climate change United Nations Framework Convention on Climate may be due to natural external forcing, such as changes Change (UNFCCC, 1992:40) 6 in its article one, defines in solar emission or slow changes in the earth’s orbital climate change as, “a change of climate which is elements, natural internal processes of the climate attributed directly or indirectly to human activity. This system, which is consisting of the atmosphere,

Dano Endalu Olana et al., Page No.103 International Journal of Economics and Business Management, 2016, 2(1),100-112 hydrosphere, lithosphere, and biosphere, determining believed to complicate the problems. In Ethiopia, the earth’s climate as the result of mutual interactions regarding this, Daniel (2008) 12 argues that in the and responses to external influences (forcing) or absence of awareness and information on the climate anthropogenic forcing, resulting from human activities: issues, even the existing polices will keep ignoring often used to refer to environmental changes, global or climate change and the problem will continue to affect local in scale .James Fahn (July 2007) 13 also makes the the economy and especially the poor households. distinction between individual weather events and (Wilson 2000) 4noted the issue on the Ethiopian climate change. As to him, climate is the average Environment Journalists Association Magazine by weather over a long time, DagsewAmanu (2010) 9. quoting a study that climatic change impacts on According to Forum for Environment (FfE), livelihoods of pastoralist in Oromia and Southern climate change is the effect of rapid global warming regions of Ethiopia. The study showed in Borena zone, caused by substantially raised emission of so called for instance, the average number of livestock per greenhouse gases predominantly in the industrialized household declined from ten oxen, 35 caws and 33 part of the world including china and India (Green goats to three oxen, seven cows and six goats. In Forum, 2008) 14 . In general, climate change refers to a Ethiopia, it is also assumed that the temperature has statistically significant variation in either the mean state been increasing annually at the rate of 0.2 oC over the of the climate or in its variability, persisted for an past five decades. This has already led to a decline in extended period (typically decades or longer). Climate agricultural production, and cereal production is change may be due to natural internal processes or expected to decline still further (by 12%) under external forcing or to persistent anthropogenic changes moderate global warming (Wilson 2000) 4. Moreover, it in the composition of the atmosphere or in land use. has led to a decline in biodiversity, shortage of food and Impacts of Climate Change: increases in human and livestock health problems, ‘Climate change has been considered mostly as rural-urban migration and dependency on external an environmental and distant threat rather than a human support. Studies showed that factors compounding the issue. But over 300, 000 lives are claimed each year impact of climate change in Ethiopia are rapid because of climate change. Over 300 million people are population growth, land degradation, wide spread seriously affected. And there are 26 million climate poverty, dependency on rained agriculture, lack of displaced people today with one million new cases awareness by policy decision-makers about climate every year” said Walter Fust, Chief Executive officer, change and lack of appropriate policies and legislation global humanitarian forum Geneva and chairman of the (Wondwossen 2008, Daniel 2008, NMA 2007) 12 . UNESCO international program for the development In countries like Ethiopia, more than 85% of communication (IPDC) (UNFCCC, 1992)6 stated in the people depend mainly on agriculture for their DegsewAmanu (2010) 9. livelihoods, rendering them very vulnerable to climate The 20 th century’s last two decades were the variability and change. Accordingly, in recent times, a hottest in 400 years and possibly the warmest for significant number of people in Ethiopia are being several millennia. As persuasively illustrated by former affected chronically by drought and/or flooding leading vice president Al Gore in his academy award-winning to deaths and loss of assets and to an appeal for documentary film, entitled “An inconvenient truth”, it international support. The problem was very serious in is reported that 10 of the hottest years on record the arid and semi-arid areas, especially among the occurred in the last 14 years (Daniel, 2008) in pastoralists. DagsewAmanu (2010) 9. Causes of Climate Change: As quoted by Daniel (2008) 12 not all parts of At global scale, the main cause of greenhouse the world are equally affected by climate change. But gas (GHG) emission is from carbon dioxide (70%) Africa is the most vulnerable region to the change.” primarily from burning of fossil fuel (petroleum) Predictions for 2025 disclosed that some 480 million imported from industrialized countries while the other people in Africa would be living in water stressed areas sources for GHG are methane and nitrous oxide caused due to the negative impact of climate change. by deforestation and agricultural activities, particularly According to a study conducted by Miz-Hazab the use of pesticides (Kefyalew and Tegegn, 2009f)16 Research Center (MHRC, 2009) 7, Ethiopia is extremely There are historical accounts of many centuries vulnerable to the impact of climate change due to ago indicating that climate variability and change are social, economic, and environmental factors. An not recent phenomena in Ethiopia. For example, from assessment made by Vincent (2004) 15 shows that 1540 to 1800 AD, 26 major famines and droughts, Ethiopia ranks the 7 th vulnerable country in Africa to accompanied by the spread of human and livestock the impact of climate change, in DagsewAmanu diseases, had been recorded. Similarly, the great (2010) 9. Ethiopian famine (1889 – 92) is known for its At global level, lack of awareness, information epidemics and famine (IFPRI, 2011) 10 . The famines, as and adequate research on the issue of climate change the study shows, were not only to shortage of rain but

Dano Endalu Olana et al., Page No.104 International Journal of Economics and Business Management, 2016, 2(1),100-112 also to extended or excessive rain. This has many some relevant and reliable websites were visited as implications. Most important of all, however, is that secondary sources. The findings through the various because of the long history of climate variability and approaches were triangulated to complement each change-the local people have developed some deep- other. rooted adaptation mechanisms and competencies. In Data Collection: other words, adaptation to climatic variability is a way To undertake the study, the researcher of life and nothing new to Ethiopians. employed a qualitative approach (qualitative content Coping Mechanisms: analysis, focus group discussions, and semi-structured International conventions such as the United interviews). Qualitative study was preferred since it is Nations Framework Convention on Climate Change more appropriate method for media study. Lindlof (UNFCCC, 1992)6 assume that developing countries (1995:22) 18 writes “if communication is primarily a are the victims of climate change and need external matter of signifying meanings and purposes then solutions in a top-down approach. Moreover, little is qualitative inquiry is interested in how signifying known about the rationality of local adjustment occurs and what it means for who engage in it.” methods because of insufficient documentation and Qualitative research techniques also believed to awareness (Macchi et al…, 2008, Panday 2006, IPCC provide the researcher with detailed information which 2007) 17 . However, there is slowly growing recognition may not be the core in quantitative research design. In of local adaptation to the changing environment. addition, qualitative research findings do not represent Recognition of local adaptation is seen as an entry point the larger population. According to Lindlof (1995:7) 18 , to strengthen the resilience of local people to climate the major limitation of qualitative research is that the change. Similarly, the concept of community based findings cannot be directly generalized to the larger adaptation (CBA) is based on recognition of the population being studied. In qualitative research, the competence of grassroots communities to solve their number of participant is too small to be representative own problems. of the population. It primarily aims at understanding What can Journalists do? particulars rather than general universals. The News is almost always something that qualitative study tended to explore the effectiveness of happened today. A war starts. An earth quake strikes. In climate change communication in the local reports in contrast, most of the big environmental themes of this Bale-zone, Oromia Regional State. century concern phenomena that are complicated, Qualitative Content Analysis: defuse, and poorly understood. Out of all environmental It is unthinkable for a research in the area of stories these days, none is both as important (to media studies to get on the task of focus group scientists at least) and as invisible as global warming. discussions and in-depth interviews without having a As with other science news, coverage of prior knowledge of the media content under climate change can be enhanced with vivid investigation. This initial correlation with media photographs, satellite imagery, personal accounts of product helps the researcher to have a ‘valuable’ and people’s lives being affected, first hand testimonials by ‘focused’ dialogue with the target group during data scientists engaged in the act of discovery and stories collection. about the impact on real people where they live and Qualitative content study of the local reports (6 work. Journalism is a business. Media house prioritize districts) has given insight to identify the contents of what is sellable. Climate change news is not sellable in local reports. This would help to assess to what extent its raw form. It needs to be packaged according to the the local reports incorporated the world urgent agenda - target audiences. Therefore, journalists, as part of the climate change issue. The qualitative content study did society, need to pay attention to climate change and not consider the entire reports of the study areas. environmental protections. Because of accessibility and related factors only reports RESEARCH METHODOLOGY: of successive 4 months were considered. The textual Introduction: analysis was not in detail. The sole purpose of To undertake the study, the researcher used qualitative content analysis is to prepare the researcher qualitative research method. Scholars agree that sufficiently for the continuing focus group discussions qualitative approach helps to investigate the view of a (FGDs) and individual in depth interviews. single case in detail. And this makes the result Focus Group Discussion (FGD): creditable and easy to apply (Daniel et al.., Focus group discussions were used to collect 1999)12 .Therefore, the area of the study was limited to valuable data for the study. The dynamic nature of Bale zone and six local districts out of twenty districts. group members would suffice the exploratory study. Focus group discussions(FGD), semi-structured According to Hansen et al.., (1998) 5 focus group interviews and qualitative content analysis were discussion has gained wide spread popularity as a employed to gather the required data. In addition, research method for media studies. As to the author, the scholarly paper on climate change, books, journals and aim of focus group discussion in the media and

Dano Endalu Olana et al., Page No.105 International Journal of Economics and Business Management, 2016, 2(1),100-112 communication research is to discover how meanings participants) were consulted for the group discussions. are collectively constructed through fall and inter- However, to generate detailed information and ensure change between respondents in the group situations. free entertainment of ideas, three key informants were The study led appropriate group size based on the idea purposely requited for individual in depth interviews. forwarded by communication and media researchers. Interview Setting: According to Hansen et al.., (1998) 5, the number of Scholars argue that the location for focus group focus groups will depend on the aims of the research discussions or interviews is preferable if they are and available resources. conducted within the natural setting. Therefore, in this There are different assumptions on the size of study, the FGDs and interviews were employed in the group participants. Media scholars argue that the larger natural settings appropriate to get the necessary the group size the more likely that the less local and information. less confident participants will be marginalized. It is DATA ANALYSIS, RESULTS AND also difficult for the moderator to keep the discussion DISCUSSIONS: focused. Hence, the study employed focused group Introduction: discussions based on the ideas forwarded by scholars. This chapter gives presentations, discussions and The discussions incorporated participants from different analysis of findings by exploring how the issue of offices: Reporter, Public relation experts, Land use and Climate Change is treated within the period from environmental protection officer, Local NGO worker, March 2011 to August 2011. The data were collected methodology expert at Bale- Robe site. from the target areas using qualitative approaches of Individual In-depth Interview: data collection -qualitative content analysis, FGDs and The study employed semi-structured in-depth interviews. interviews. Three informants were interviewed Accordingly, focus group discussions and in- independently apart from FGDs. This would help the depth interviews were conducted with communication interviewees to freely and openly provide sufficient people, Public Relations experts, environment information on climate change and related protection and land administration officers and environmental hazards. metrology experts. The analysis and discussions were Secondary Data Sources: given in accordance of the objectives of the study as The researcher tried to visit various literature well as reviews and theories that are set in the previous and up-dated on line sources that would provide Chapters. information and facts about the national and Local Reporters’ Awareness on Climate Change and international scenarios of climate change and media Environment: role. Few local reports were used to have a glimpse To be an environmental reporter, it is about how and to what extent local reports treats indispensable to have an understanding of scientific climate change and environment issues. language and practice, knowledge of historical Sampling Techniques: environment events, the ability to keep abreast of The idea behind qualitative research is to environmental policy decisions and the work of purposively select participants or sites or documents or environmental organizations, a general understanding visual materials that will help researcher to clearly of current environmental concerns, and the ability to understand the problem (Creswell, 2009) 19 . Bale zone is communicate all of the information to the public in one of the zones in Ormia Regional State located in the such a way that it can be easily understood. south east of the country, Ethiopia. It has 20 local To achieve quality in climate change reporting, districts in general, 18 rural districts and 2 city Fahn (July 2007) 13 advises journalists to be aware of administrations. The researcher selected 6 districts the science. He whispered that journalists should purposely. The target areas were: Seweyna, Dawe understand the science of climate change; its cause, its Serer, Mena, Dinsho, and . The selection controversies and current and projected impacts. was mainly based on: weather conditions of the The researcher attempted to know how local districts, proximity to the researcher and available reporters understand the issues of climate change and documents as secondary data sources. For six months, equipped with the required skills and knowledge. Both March-August 2011, reports were considered for the in the focus group discussions (Group 1, 2 & 3) and study. The study of secondary source was not in detail. individual in -depth interviews, the researcher could It was meant to support the FGDs and in-depth identify that about 70% of the reporters haven’t taken interviews thereby to assist the triangulation of Journalism courses, and 100 % of the local reporters secondary and primary data results. In addition, for have no Environment related qualifications. Most of the FGDs and in –depth interviews, participants that would discussants explained that local reporters had no generate relevant ideas were purposely selected. Based sufficient in-put that would suffice their understanding on the available resources, human and material, three on climate change and environmental concerns. focus groups of 4 participants each (3FGs=12

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Mohammed (for this paper): “The local reporters have The focus group discussions (Group 1, 2 & 3) and in- less understanding on issues of depth interviews also revealed that the majority of the climate change. In fact, they are not local reporters were not well-aware about issues of expected to be climate scientists. But climate change and related environmental factors. The they are expected to know how to discussions implicitly addressed that the local reporters frame environment and climate related had blur view about the global cross cutting topic- issues. I am also a reporter. But I have climate change; question of life and death. In other shallow understanding about world words, this is to mean, the reporters had no adequate climate change." information about the seriousness of climate change. Tilahun (for this paper): “I have chances to see the local The discussions also seemed to disclose that local reports. The language they use is not reporters had less compassion about climate change and related to the language of environment its long term or projected impacts. This less concern for and climate. There is no as such a climate change and incompetence to address the cross- content related to climate change in cutting issue seemed to come as a result of less fact. I doubt whether these people professional standard, meager commitment to address aware of climate change and the existing world agenda and media and information environment as global cross cutting illiteracy. issues. I don’t know the reason why Climate Change Coverage in district News Reports: issue of climate and environment is There is an English proverb which says “Good not superlative in the local reports.” beginning is half ending”. Someone should exert effort Discussant A: “I had the exposure to see contents of the to the establishment of something in order to get good local reports. I feel our reporters give result. To deal with something clearly, first, one needs focus to something we see, the to know the thing itself and devoted to weigh properly. material objects and more of success Media Scholars believe that journalism is journalism stories. They fall short to understand truth. “Tell the truth”. And journalism is also the impact of climate change. “ journalism balance; a Core principle of journalism. The Discussant B: “Most of these reporters are working in issue of balance in journalism is a very crucial concern. the desert areas of Bale zone; nine Our world is not about one angle. The universal agrarian and nine desert districts in the conflicts in life contribute to story ideas. As reality in zone. They face the arid- region life varies, the content of media reporting is expected to predicament. They tell dearth of have variety. Hence, professionals deem that news water. They put pen to paper saying report should have balance that touches the different cows are dying. But they don’t tell us corners in life. why these are happening and what to The focus group discussions (Group 1, 2 &3 do”. discussants) displayed that there was lack of balance in Discussant C: “It is true. The local reporters lack the local reports in climate change crises. The awareness and understanding about discussants pointed out those journalists did not equally climate issues. They need to write and treat different issues in life. As to the FGDs, in the local report what is happening and why. reporting of the target areas in particular and zonal Our “illiterate” people in the rural districts in general, the issues of climate change and districts can honestly tell what is environment was very much seasonal and got less happening because of drought as a weight. result of environmental degradation. Mohammed (for this paper): “I am a reporter. I am also Sometimes they can give you clean working journalism .I participated in different justification even for that. But I don’t meetings and workshops. I feel, in all those think our reporters do.” meetings, the agenda was more of political, In the focus group discussions (Group 1, 2 & 3) and social and economic issues. Likewise, in the individual interviews, the researcher was able to local reporting, the reporters rarely raise issues identify the local reporters did not have clear of climate change and environmental strain.” understanding about climate change. The discussion Tilahun (For this paper): “No way. Local reporters are could tell that let alone in the target areas, in the zone not doing what they are expected to do. They (20 districts) about 95% of the reporters haven’t report what interests the administrators. They attended journalism or environment related courses. write as well. As to me, an awareness These reporters need to get capacity building trainings creation activity for district leaders on to develop journalism knowledge and skills to address climate issues is crucial. This in turn may issues of climate change properly. help the reporters to balance climate change and environment issues -equally as good

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governance, role of micro enterprises for climate, it incorporated almost the ideas of few economy, crop production and other political leaders at the district. “ development issues in the district. “ Siraj (for this paper): ”It is good. I have a position in Tatek (for this paper): “I can’t exactly tell the coverage my office, Land and Environment protection of climate change in those local reports. On office of Bale Zone. We ran a lot of projects my part, I am doing weather report. Weather work, trainings, and workshops on environment change has firm relation with climate change. and related issues. The reporters, here in our I never found a journalist (local reporters) town, do not come to our office to cover who talked to us on issues of climate and environment issues. The office invites them related phenomenon. I watch Oromia only when there is an occasion. They are not Television, which is regional television. The motivated to take-up investigation to cover contents are always almost about similar environmental issues. “ issues, more of success stories in the regional state. Even in OTV, I do not think issues of “NutuGaragaazexessitootaadhaqa; climate change have got appropriate balance. issaangarakeenyahindhufan” (Afaan Oromo The local reporters in Oromia Region tend to Version). “We go to the journalists; they do not report almost positive achievements as well. come to us” (English version) Even you rarely listen or watch reports about something seriously affecting the life of the Tatek (for this paper) “Are you joking? I told you society at the bottom-famine, water shortage, earlier. The reporters are working more with and poor infrastructure. I do not see, here in the district and zonal administrators. When I our case, where journalism is balanced way see their work nexus their professional of reporting.” expectation, I do not think they are working The FGDs (Group 1, 2 & 3) as well as individual in- with organizations working on climate and depth interviews revealed that the content of district environment issues. “ reporting has no significant room for climate and “Gabaastonniaanoleerrajirankunniinjireenyaqo environment issues. The discussants implicitly nnaanbulaadakajiruhinbeekannattifakkaata. addressed the contents of the local report is not Akkakootti, managed only by the reporters. This implies, what is to gabasniisaaniihir’inaittidhiheenyaa-qaba. Kana report or not is highly based on the interests of local akkanjedhuKannagodhemi- leaders. It is possible to deduce, other than limitations diyaayeroondhaggeeffadhusagallenoggantootaa from reporters’ side, there is significant external ndhaga’a. Sagaleenwarradakaaxiqaadha. censorship in addressing climate and environmental Halliasii-swalfakkata.(Afaan Oromo Version) issues in the respective study areas. The external “It seems to me the local reporters do not know censorship in one way or another has contributed to the real life of the people at the bottom. As to imbalanced local reporting. This has weakened the me, their reports lack proximity. When I watch, climate and environmental concern. even, OTV on local issues, voice of leaders at Collaboration to Combat Climate Change: different positions is magnificent. Those at the It is believed that combating climate change bottom are less voiced. The reality here is problems is not only a task of an individual or similar. (English version) government. The world experiences show that the fight The group discussions (Group 1,2 & 3) as well against climate change crisis is a collaborative work. as key informant interviews tended to identify that the Most of the group discussants (Group 1, 2,& 3) local reporters failed to work effectively with various addressed that they do not clearly know whether the bodies - governmental and no- governmental district reporters are doing with governmental and non- organizations, and individuals at the bottom. This in governmental organizations to report issues related to turn may discourage the positive actions being climate change and environment. However, few group undertaken by different bodies to support the “green discussants revealed that local reporters failed to work environment movement” which in turn protects climate with local organizations who are working in the areas change impacts. The discussions implicitly addressed of climate issues and environmental protections. that the local reporters could not adequately discharge Mohammed (for this paper): ”Very few of the local their professional responsibility to address climate and reports in the target areas incorporate ideas and environmental issues. The today’s world reality tells roles of local people, and non- governmental that media takes upper hand role in addressing the organizations in promoting green environment. world campaign against climate change. And for the I said earlier, the reporters are less inclined to development journalism, which is a new and report climate changes and the resulting encouraging paradigm shift for developing countries, to impacts. Even if the report included issues of be fruit full, there should be source verification.

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Relevant sources are indispensible for news worthiness. subjects. The in-depth interviews confirmed that it is And it is also believed that media should have a not only the reporters in the local areas who bungled to concern for the “marginalized” society at the bottom- address issues of climate change and environment but Giving voice to the voiceless. also the top officials working in these areas have less Training on Climate change and Environmental commitment and dedication for the battle against Reporting: climate change in the respective study areas. In order to capacitate journalists concerning the Room for Climate Change and Environment issues theme of climate change and environmental reporting, in the district Reports: professional trainings have paramount role. It is As a global agenda, the battle against climate believed, to bring remarkable change in the field of change impacts is urgent. That is why our country, journalism, journalists need to have good understanding Ethiopia, representing Africa, working to ensure green in their respective thematic field of reporting - political environment in the continent. It is recent information reporting, economic reporting, environmental that the government of Ethiopia, on climate change reporting… etc. To report climate change and submits, October 2011 in Norway, addressed economic environmental scenarios, it is research evidence; issue for Africa is not estranged from climate issue. reporters need to have knowhow on: climate, climate And this implied media content needs to incorporate change, climate change adaptation, pollution protection, climate issues equally as development reporting. This desertification, environmental impact assessment, ensures common insight to uphold the world green environmental audit assessment, environmental environment movement which in turn promotes climate protection, green gas effect, waste disposal mechanisms change adaptation mechanisms. Hence, the way media and other related concepts. frames climate and environmental issues highly In the in-depth interviews, one of the benefits the countries’ environmental policy. However, interviewees responded that reporters in the zone were as to the data from key informants as well as FGDs, given training at different times on various topics that local reporters in the study districts have not given would help them to run their day to day endeavors. ample consideration to climate change and However, the interviewee explained that there was no environmental themes. And the media professional in special training on climate, climate change and the target study areas seemed to undermine that every environment reporting. The interviewee added that stakeholders has crucial role to play in realizing reports from 20 districts first come to the zone. At the government policy on climate and environment aspects. zonal level, there is further editing. As to this reporter, The data gathered using different approaches could reporters at district level are less encouraged to give reveal that climate change and environmental due emphasis on environmental and climate issues protection have not yet achieves appropriate space in reporting. local reporting in the target local areas. Another key informant, process owner of An Overview of Major Contents of Local News environment protection office, displayed that his office Reports together with zonal communication office had no plan In order to support the data gathered through to provide trainings for local reporters to promote FGDs (Group 1, 2 & 3) and individual in-depth environmental protection and thereby combat climate interviews, the researcher intended to study the contents change crisis. The process owner reveled that climate of few local reports in the target areas. The prime change is a critical and present issue for the country. objective was not to devalue the works of the local Ethiopia also celebrates world environment day, June 5 reporters. Rather it is to identify the weight given to the and Desert Day in July eevry year, and .he explained issue of climate change within the reports. environment and climate issue is cross cutting. As to In the qualitative content analysis, almost the the interviewee, it should not be an agenda remembered entire reports highly related to positive developments. only once a year. Every citizen at each level should The reports of the target study areas repeatedly always feel responsibility in protecting our environment address contents like: good governance, economy, thereby it contributes to the effort against climate agriculture, health, sports, and culture. However, the change impacts. And the interviewee strongly believed reports to some extent incorporate contents of that government and non-governmental organizations, environment-a forestation and environmental environmental activists, local people and media protections. It is to inform the activities of districts to professionals have the “lion’s share” together. protect the environment whereby it helps the tourism The discussions implied that local reporters industry in the district. Surprisingly, those districts in have no adequate training in the areas of climate the arid and semi-arid areas, where there is high changes and environmental journalism. This would blur temperature, serious water shortage, famine and their awareness and motivation to act on environmental insufficient grass for animals, intended to neglect the protections and climate change impacts. They issues of climate change and its impact on the obviously lack technical knowledge and skills in these livelihood of the people at the bottom. The researcher

Dano Endalu Olana et al., Page No.109 International Journal of Economics and Business Management, 2016, 2(1),100-112 could identify that there is lack of journalism balance in The study attempted to investigate the the local reports. The reports mainly treat similar topics effectiveness of climate change communication in the of development reports. And the contents seemed to local districts of Bale zone, Oromia Regional State, focus on the positive achievements in the local districts Ethiopia. The study intended to address awareness of at the expense of giving coverage to observable facts local reporters on climate change, content balance of affecting the life, like climate change impacts famine local reporting, collaborative work to tackle climate and poor social services. Journalism is also journalism change crisis, efforts made to back up local reporters’ of verification. For the truth worthiness of news report, skills, knowledge, attitudes (in the area of there should be source verification. However, in the environmental journalism and climate change), the local reports of the study areas, the sources were almost position of climate change in development reporting the government officials and professionals at different and challenging factors to address climate change posts. The reports intended to overlook the voice of the issues. bottom societies who were directly affected and being To undertake the study, qualitative research affected by different environmental strains. The design was employed. In this design, the researcher language of journalism is believed to be clear to address deployed focus group discussions, in-depth interviews, issue in focus. As far as journalism reporting is telling and qualitative content analysis - to identify the the truth, the languages the reporters use need to be coverage status of climate change issues in the district plain language that ensures journalism ways of writing. reporting. In the reports that incorporate environment concerns Related Literatures and appropriate theoretical and “climate”, the language intended to be vague and frame works were visited to conduct the research. It is non-representative. to incorporate arguments by different scholars to further In brief, the qualitative content analysis conceptualize the subject matter of climate and climate displayed that the subject of climate change and its change. The visited materials could help to give insight impacts on the livelihood of the local people seemed to about the status of climate change treatment in media have insignificant room in the local reports. And the from the world as well as Ethiopian points of view. And contents of the reports in the target areas did not the literature would help to realize the role of media consider the different life scenarios of the society. It and media professionals in the fight against climate gives emphasis to few themes, developmental change and ensuring clean and green environment for reporting, at the expense of life threatening topics, like the development of mankind on the whole with Climate Change. And in entertaining local issues, the sustainable development. reports seemed to neglect the voice of the people at the The study intended to indicate that whether bottom who are directly victims of factors related to local reporters are seriously considering climate change environmental strains and climate change. communication aspects in the study area or ignored to The content study, as FGDs and In-depth owe broader understanding and clear awareness about interviews, revealed that the reporters have less climate change. And the study also revealed the awareness about climate change and its long term reporters have less motivation and boldness to act and impacts. Had the local reporters clearly known communicate on the cross cutting issues of climate Ethiopia’s environmental policy and Climate Change change and resulting environmental crisis across the adaptation Strategies, by inference, they would have society. As the study implicitly addressed, this is given large room for entertaining these subjects- emanated highly from external factors. The local environment and climate change. The study also reports almost emphasized positive development issue exposed that the reporters have shallow understanding in their routine. The reports, ignoring, overlooked about journalism principles-: truth, verification, subjects that are directly related to development of the balance, fairness, accuracy and ethics in media society, particularly the rural areas. Thus, the study reporting. This lack would not suffice their assured that there is no journalism balance, which is understanding on how to treat different story ideas missingin the reports .As to the finding, there was very properly. It is also believed that, as the data implied, the small room for topics related to environment and local reporters have less understanding about the climate change. As to the study, it seemed there was essence of environmental journalism. The reporters less collaboration and linkages between reporters and seemed late to realize far consequences of climate organizations working on environmental protections change and available strategies for adaptation. This and climate change adaptation. As to the study findings, indicates the reporters should get an exposure where to the reporters mostly work with government officials on develop their understanding on the role of media and routine issues. And the voices of the local leaders could local reporting in the fight against climate change and get due emphasis at the expense of voices of people at ensuring green environment. the bottom who are being affected directly by factors SUMMARY AND RECOMMENDATIONS related to environment and climate change. In addition, Summary: the reporters were hardly working with local

Dano Endalu Olana et al., Page No.110 International Journal of Economics and Business Management, 2016, 2(1),100-112 organizations working on environment protection and • Reporters need to get Continuous Trainings on climate related concerns. Environmental Journalism and Climate Change In the study, the researcher could realize that on Reporting. the whole there was no organized approach in • Reporters, people at the bottom, local leaders, professional journalism as well as in the study, the governmental and non-governmental organizations researcher could realize that there was no training for should work hand-in-hand to combat Climate local reporters and orientation programs on climate Change crisis and enforce proper local climate change and environmental reporting. On the change adaptation strategies. othersidethe reporters have also less exposure to the • Reporters need to be free to address the local issues journalism profession in general and environment of environment and climate change with its journalism in particular. As the study revealed, almost transcending effects. the reporters in the target areas have no qualification in BIBLIOGRAPHY media study and hence systematic approach in reporting 1. Alebachew A and Woldeamlak B, A Climate is missing. This would affect, in part, the reality of Change Country Assessment Report for Ethiopia, news and guiding principles in journalism-truth, 2011 balance, fairness verification, accuracy, and proximity 2. Funk C, Rowland J, Eilerts G, Kebebe E, Biru N, etc., in bringing various forces together in the society White L and Galu G,A climate trend analysis of for social justice. The study also indicated that the room Ethiopia. Network-Informing (FEWSNET). 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Degsew A, Climate Change Reporting in the Recommendations: Ethiopia Radio and Television Agency: An Based on the findings, the following recommendations Exploratory Study :Unpublished MA thesis, AAU, are drown: Faculty of Journalism and Communication, 2010 • Reporters should aware that issue of Climate 10. Ethiopia: Information key to Climate Change Change is an urgent and cross cutting. Adaptation (2008) Survey by International Food • Reporters need to understand climate change is Policy Research Institute (IFPRI) Available at (http: inseparable from development agenda. www.freshplaza.com/news_detail.asp?id=35452)Ret • There should be Journalism Balance in the local rievd on June 10, 2011 reports thereby Climate Change and related topics 11. Shanahan, M, Climate Change and the Media: will obtain sufficient room. Media Coverage of Climate Change in non- • Reporters and Local Leaders need to be media and industrialized countries. London, Peter Lang information literate. publishing. 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