Naked Bodies and a New Messiah: Green Groups Try to Sex Up Climate Change [Hoax] - SPIEGEL ONLINE - News - International

# A new kind of journalism: Climate activists have begun directing millions in funding into training programs for environmental journalists, with the goal of encouraging what's known as "advocacy journalism." This type of reporting is "pretty much dead in Europe," says Markus Lehmkuhl, a media expert at Berlin's Free University. British science journalist Alexander Kirby warns that journalists who remain neutral on the issue could endanger the cause of climate protection, but many of his colleagues refuse to take sides.
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# The search for a new messiah: Just as Martin Luther King Jr. awakened the civil rights movement, the climate cause needs its own messiah, says environmental researcher Andreas Ernst from Kassel University. That messiah's analogous message might run along the lines of, "I had a nightmare," Ernst suggests. Al Gore, who won a Nobel Peace Prize for his film that jolted viewers out of their climate complacency, seemed to be successfully fulfilling this role for a while, but he has since all but disappeared from the public eye.
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The Intergovernmental Panel on Climate Change also wants a more careful use of language. The international body sent scientists a code of conduct concerning their interactions with journalists. Scientists should avoid using words such as "risk" and "uncertainty" in interviews, the letter read, to prevent misunderstandings -- and to keep from doing the climate protection movement any further damage.