Social media is arguably the core ingredient to communicating the latest trend and viral topics. People feel that what they see and hear multiple times on social media intrinsically equates to the information that ought to be known at that specific time, otherwise, one may feel or is deemed fairly “uncultured”. The Q&A segment with Brian Cox and Malcolm Roberts that we linked to in the previous post has become a viral sensation, particularly within the Australian public. On Facebook, we found several pages uploading the same video of the rather absurd altercation between the two. However, it was a creative video that was uploaded by Junkee that really caught our attention.
Susanne Moser highlights the importance of such forms of communication as she states, “Integrating insights on the difficulties of understanding climate change, on language, imagery, and the imaginal, communication experts now point increasingly to the importance of story-telling and using narrative formats to convey climate change”. The humorous and comical nature of the film instantaneously held our attention and encouraged several replays of the video. As Moser points out, we are permeated by a highly visualized culture. Moving images capture our imagination and most importantly our attention no matter how futile the content may be.
What’s important is to realize both the good and bad. Whilst it grabbed our attention and drew focus toward the actuality of the issue, it did not frame climate change in a way for us to be concerned and propelled to combatting the threat. Rather, it reinforced our distrust in politicians and how disillusioned some people remain. This affective response to media content ought to be enhanced to a point of increased alertness to climate change. However, we do believe that we are on the right path. Perhaps this is just the first step. Pushing for a strong and collective acceptance on the issue can then lead into innovative means of communicating the need for direct action. This may be just what climate change is asking for of the media.
Gaining a more informed understanding of the significant role of media and communications in presenting the issue of climate change to the world is crucial. Ineffective communication on the matter is one significant cause of denialism.