The discussion around global warming and the human contribution towards the changes that are no longer avoidable was in the focus of media attention for quite some time. Uncountable sources talk about the impact and consequences of this phenomenon and how human intervention contributes towards its development. Often these messages are perceived and even target to pass through the following message: “Global Warming is the reality that we have to assume”.
On the other hand, numerous virtual physical movements, calling for immediate action to prevent further destruction are invading the internet. The fact remains the fact – the Earth´s ecosystem is going through tremendous changes and the process of globalization and human intervention play unarguable role in this transformation. It is a time to assume that global warming is not a choice that people can make, but the reality that we have to face and deal with. How we do that and how well understand our capabilities in regards to impact minimization is the discussion that will be central for the coming generation (Gillis, 2013). The question is should we stop and accept the inevitable future or should we find the ways to take control over the situation?
Global warming has a number of “faces”, but perception of this phenomenon always comes through the prism of personal experience, knowledge and social surroundings. These elements determine the impact of global warming alert on our actions and attitude. The factors that justify our actions include among others emotions and fear. These factors specifically have much stronger impact in causing reaction and move public opinion.
Who are the change agents and what are the critical criteria to succeed in moving their opinion forward? Main agent is, of course the government and international organizations that look at sustainability issues. It is these bodies that can send a message through to masses. The target audience is, of course, each and every individual as the slogan of global warming fight should always be: “everyone can make a difference”.
It is not enough to understand what kind of public opinion agents want to create, but it is How it will be done” that determines the success. First of all, it is critical to understand the challenges of bringing the message about global warming through. That said, making a call for reaction, one should understand that until now global warming is basically a virtual phenomenon that we do not experience in a manner that it will affect our sons and daughters. Secondly, the concept of global warming is very complex and this complexity creates distance between mass population and the phenomenon itself. In other words, it is difficult to explain to a child that he should contribute to maintain the air clean, because failure to do so will result in expansion of the ozone whole. Of course, exaggerated, this example is a reality. Modern science is yet to learn to further adapt the message to a “popular language”. At the end of the day, fighting global warming is not a mission of “chosen” people, but a daily duty of each and every of us.
What are the immediate and simple ways to engage people in the fight against the effects of global warming? One of the most effective ways to involve and engage population is visual propaganda. I came across an advertisement with a sound slogan: “Stop Global Warming. You are not only helping yourself, you are helping others”. The pillar of this work is the emotional “shout” to touch on the feelings and heartstrings – least controllable part of self. The author is trying to bring the message through simplicity, clarity and visual movement, presented in three stages of the melting ice-cream as a symbol of “yesterday”, “today” and “tomorrow”. This advertisement, undoubtedly, is just a “hint” for each of us as to start thinking about what we can do to help. It does not give a solution or stipulates expectations from us, but in contrary, opens room for creativity and calls for research and better understanding of the phenomenon.
One could ask what have changed over the last one or two decades in regards to the perception of global warming. One interesting observation that can be done in this regards is the top down transformation of thinking. What I mean by that is the change in corporate thinking, bringing forward organization´s Social Responsibility Strategies, community projects and Environmental concern. This corporate green thinking is a huge step towards individual awareness and can be partially attributed to the success of the change agents in their propaganda and measures, as well as to the impact of scale in multinational companies.
But the question is whether it is enough to grow this corporate green culture or is it just the beginning. Unfortunately very often we receive a message from media, telling us that global warming is inevitable and we have gone so far in out intervention into the nature and its laws that nothing can be done to stop it. Does it mean that we have to accept the fact that one or two generations from now we will see the end line of humanity? Nobody can answer this question.
The thesis that was raised here is: “The reality that we have to assume”. The counterargument should be questioning the ethical side of this statement, raising the moral of calling for ignorance. It is probably, inevitable that human activities and socio-demographic factors in general will make global warming unavoidable, but can we reduce and slow down the impact? The answer is, surely – “yes”. And this “yes” should be the driver of public opinion and the motivation of the change agents for their social propaganda.
The objective of the government, social groups and multinational organizations in modern society is to educate smaller groups and individuals to assume responsibility for the actions that affect the environment. As a measure of success should the ability to delegate this thinking down to each and person on this planet.
References
- Gillis, Justin. “By 2047, Coldest Years May Be Warmer Than Hottest in Past, Scientists Say.” The New York Times, 9 October. 2013. 11 December, 2013. Web.
