The Role of Media in Transforming Outlooks on Environmental Issues. A Comparative Study of Lithuania and Sweden

Abstract

Environmental issues on media channels are current topics these days. The governmental policy as well as the media come together to influence how people perceive, interpret and act on environmental issues.

So far little has been researched on the subject of the environmental communication across the Baltic Sea. By comparative research on media coverage of environmental issues in Lithuania and Sweden, the paper aims at analyzing the role of media in facilitating learning in the society about environmental protection on the two different sides of the Baltic Sea. The research findings have revealed that in Sweden media coverage is rich with environmental content, thus the level of awareness in Sweden regarding the environmental issues is high and people are environmentally active. To compare, in Lithuania education of the society related to environmental issues is the main goal leading to the sustainable development and the rise of the environmental activism, which is currently comparatively low.

http://dx.doi.org/10.5755/j01.ss.73.3.789