CORDIS : News
Media messages, explained Dr Carvalho, can take on two extreme tones: an optimistic, win-win message (for example, modernising an economy in order to protect the environment can create jobs by investing in renewable energies); or a message that is clearly pessimistic, with an emphasis on imminent catastrophe and doom. 'You have to strike a balance in order to avoid public scepticism or apathy, particularly to make the issue more manageable, more tangible for people to act.'
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