The Media, Climate and Society - The African Story

This article outlines the media's role in communicating the impact of climate change and its scientific base. It argues that most of the disasters affecting Africa today are climate-related. The author proposes that the media can be an extremely useful, meaningful, and cost-efficient sector that bridges the gap between climate, science and society. He goes on to say that if the connection between climate information and its negative outcomes can be established early and relayed to end users in a timely manner, intervention strategies can be implemented more quickly. He believes, however, that this can only happen if the capacity of the media to report on climate change is improved.

The article states that while a lot of useful climate information exists within the science community, poorly developed dissemination channels mean that it has little impact. Furthermore, even where dissemination channels exist, the connection between the public and climate science is often not made. Several reasons are given for this, including little meaningful interaction between the media and the climate science community driven by some animosity between the two, with the media described as being ignorant about the weather and the climate and scientists accused of working in isolation and speaking only to themselves. The author also contends that scientific information is often presented in complicated language that practising journalists find boring and unexciting.

The article outlines efforts to bridge the gap between the media and climate science, including the establishment of the Network of Climate Journalists in the Greater Horn of Africa (NECJOGHA) to coordinate media activities in the region. The author argues that this was the birth of climate journalism in Africa and that, after the establishment of NECJOGHA, similar networks were launched in other regions of Africa.

The article states that since 2000 when representatives from 10 countries in the Greater Horn of Africa (GHA) were invited to attend the Greater Horn of Africa Climate Outlook Forum (GHACOF) in Arusha, Tanzania, the media has evolved into a stronger partner in mitigating climate risks at various levels. But it cautions that the climate story would be better reported if journalists reported on the graphic details of floods, droughts, tsunamis, cyclones, etc. The author argues that, armed with useful scientific climate information, the media can add value by bridging the gap between science and the public and aid decision making amongst people at all levels. He argues that this, unfortunately, is not taking place in African climate reporting and cites practising journalists interviewed for the article, who claim that the subject matter remains boring and uninspiring for many journalists.

In addition, the article includes the results of a snap survey of journalists who attended training workshops in both the GHA and the Southern African Development Community (SADC), in which journalists contend that:
• They need better education on climate information and not complicated jargon on the issue;
• They need more training from senior journalists with exposure to climate reporting;
• That courses offered are too short, and there is a need for programmes that train trainers;
• That training needs to include editors and senior journalists who influence what gets published;
• That training needs to involve schools of journalism so that a training curriculum can be developed;
• That media training courses should rotate across countries in the region so that as many journalists as possible benefit; and
• That secretariat networks in the GHA and SADC enable the continuity of media development programmes.

The article cites journalists' suggestions as to how to improve media performance in climate reporting. Journalists interviewed identified radio as the most commonly used medium for the dissemination of climate information, arguing that it is a rapid and effective avenue of risk management over a wide area, especially in rural settings. They further argued that while radio is cheap and people without access to electricity can listen to their sets in the fields where they work, television reporting on weather and climate change is often uninspiring and in need of radical reform. Those interviewed felt that climate information needs to be reported in a way that is creative, natural, interesting, authoritative, and relevant to the viewers. All the journalists interviewed noted that the climate change story only gained prominence following disasters, when the news became juicy.

Many of the journalists interviewed for the article concurred with a report by the Panos London Environment Programme, entitled "Whatever the Weather: Media Attitudes to Reporting Climate Change", which surveyed journalists in Zambia, Honduras, Jamaica, and Sri Lanka. The report highlighted the obstacles faced by those journalists in reporting on climate change. Obstacles listed include lack of access to reliable information, low levels of awareness, and few resources to address the problems.

The Panos report also found that climate change reporting in Zambia was hindered by: lack of in-depth knowledge or understanding of climate change issues; lack of interest from or motivation of journalists; and lack of specialised training for reporters. The reporters also felt that scientists fail to simplify their language and often use jargon journalists do not understand, reducing their access to useful information that can be reported to the public in interesting stories.

The article outlines the importance of personal communication and its relationship to the media, illustrating the power of communication as a cheap but powerful development tool. It argues that communities are not sitting back but, rather, are talking about climate change in markets, in gardens, and in the countryside. It concludes: that climate concerns are not the preserve of scientists and experts; that ordinary people are cognisant of dramatic shifts in the climate; and that the media can play an accelerating role in helping disseminate useful climate information that can effectively guide public debate and understanding for development.