Media matters

The media, whose job it is to report what's happening in the world, has been very much a part of shaping public perceptions of global issues such as climate change. When respondents were asked what role should media play in the issue of climate change, most said it should be 'educating and informing the public'. People rate TV as the best media source for climate change information, followed by websites.

"There is no global solution for creating climate change awareness," says Erik Bettermann, Deutsche Welle Director General. "The media and journalists have to adapt their methods to different circumstances. In restrictive media markets, you need to build trust and rely on dialogue. Global media has to show that international public interest with regards to climate protection exists. But journalists must also take the arguments from developing countries seriously - because these countries still need stable economic growth to compete globally. These are exactly the types of discussions that we will be initiating at this year's Deutsche Welle Global Media Forum."

Synovate media research head Steve Garton said, "Media plays a pivotal role in informing the world's consumers, and helping drive change in perceptions and behaviours. Media can find a ready audience for useful advice, especially when it helps answer the practical questions of what people can do to make changes for the better."

More detailed results of media's role in the issue of climate change will be presented at the Deutsche Welle Global Media Forum in Bonn, Germany, 21 to 23 June 2010.