The Mail reports:
BBC spends £500k to ask 33,000 Asians 5,000 miles from UK what they think of climate change: Corporation savaged for ‘astonishing’ campaign survey on global warming
The BBC has spent hundreds of thousands of pounds of taxpayers’ money asking 33,000 people in Asian countries how climate change is affecting them.
The £519,000 campaigning survey by little-known BBC Media Action is designed to persuade the world to adopt more hard-line policies to combat global warming.
It was immediately condemned yesterday as a flagrant abuse of the Corporation’s rules on impartiality and ‘a spectacular waste of money’ by a top academic expert.
BBC Media Action used to be called the BBC World Service Trust…..it is designed to train journalists and broadcasters in foreign countires how to effectivekly use the media to promote a particular message…in this case the cause and the message has been decided by the BBC itself…global warming and how it must be reacted to.
Here is the blurb from the old World Service Trust that shows how they use the Media, including inserting subliminal messages into drama and other non-documentary programming, to get across a message in order to change attitudes and perceptions and then behaviour…all very Big Brother:
BBC World Service Trust(where the BBC does not think you are looking…so they print the truth):
- ‘Media’ matters because it underpins how societies respond to the problems they face. This makes media not only relevant to the most urgent problems of poverty and marginalisation – it makes it critical to solutions designed to address them.
- It matters too because it is a critical part of strategies to [alter and control behaviour.]
- The media, and increasingly new technologies, is increasingly how humans communicate with each other.
- How well we communicate with each other has a good deal to do with how successful we’re likely to be in confronting the massive problems we face (and the masses.)
Making informed choices
- Media enables people to access information on issues that shape their lives, without which they cannot make choices.
- Media enables people to hold their governments to account and provides a critical check on government corruption
- Media and communication enables people and communities to understand, debate and reach decisions on the issues that confront them
Media and communication can be immense and powerful instruments for change and empowerment in society
- Media can be an important part of the solution to development challenges. But they can also be a part of the problem
- Media can be used as instruments of oppression, manipulation and hate
- Truth can be distorted as well as illuminated, malpractice hidden as well as revealed.
- The character of a country’s media tends to determine the character of a country’s democracy and society. It underpins how people learn, understand and shape change.
Engaging at high levels to gain influence:
- Our initiatives and corresponding audience research seek to engage at four different ‘levels’:
- The sector level with policy and decision-makers
- The organisation level with state, commercial and not-for-profit entities
- The practitioner level with professionals and opinion leaders; and
- The individual level with various target audiences
75-250 million people across Africa will face water shortages
Crop yields may increase by 20% in East and Southeast Asia, but decrease by up to 30% in Central and South Asia
Agriculture fed by rainfall could drop by 50% in some parts of Africa
20-30% of all plant and animal species will be at increased risk of extinction
Glaciers and snow cover will decline, reducing water availability in countries supplied by melt water
Africa is likely to be the continent most vulnerable to climate change.
It is essential that people in developing countries receive accurate information about climate change and other environmental changes such as deforestation, soil erosion and pollution
In India, we worked in partnership with national and international NGOs to mobilise public opinion around the environment by improving the media’s coverage of the environmental issues, and helping environmental activists communicate their messages more effectively
In the Eastern Caribbean, we worked in partnership with media professionals, local authorities, and national and international NGOs to build public awareness of climate change and the need for national and regional environmental policies
Journalists learned how to better connect with their audiences by explaining the impact of these key environmental issues on their lives.
Senior editors also worked with international specialists to develop strategies for moving environmental issues up the news agenda.
The workshops covered:
- How corporate interests and party politics shape environmental news coverage
- The ethics of journalism – including objectivity and reporting a plurality of views
- Finding and authenticating sources
- The process of designing a mass media programme or campaign begins with a ‘messaging workshop’, where the results of formative research are analysed to produce a ‘messaging brief’. The brief describes which messages need to be communicated to achieve key behaviour change.
- The next step is to find out which formats – drama, discussion programmes, public service announcements – can be most effectively used to deliver information and stimulate discussion.
Drama can be a powerful mechanism for development. It can build an emotional connection with target audiences over a period of time, while modelling situations or behaviours.
Viewers or listeners become attached to characters and share in their experiences, sometimes discussing them with people around them, reflecting on their situations and actions and how they might respond if it were them.
Reinforcing the message
In building a campaign we generally use a range of formats, because they cross-promote one another and reinforce messages. Additional materials – such as posters and comics – may also be used to echo the messages and stories conveyed by other media outputs.
This is from BBC Media Action…all a bit ironic, all that talk of ‘freedom of speech’ and ‘holding power to account’, when the BBC itself closes down debate in the UK and does huge damage to the democratic political processes of this country:
Our work on Governance and rights
BBC Media Action is using media and communication to provide access to information and create platforms to enable some of the poorest people in the world to take part in community life, and to hold those in power accountable. A focus on programming that directly engages people in debate and discussion also encourages communication across political, ethnic, religious and other divides in society.
We promote and protect high quality journalism and journalists around the world, supporting media institutions and strengthening public service broadcasting. We work with professional and citizen journalists where media freedom and freedom of speech are under threat, raising public awareness of and people’s ability to understand their rights.