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Alicia Silva

Intro to Mass Media

Mass Communication - Podcast

IntroThis is a podcast regarding a Public Relations Campaign called Nature Is Speaking, launched by
the organization called Conservation International. This organizations goal is, as stated on their
Mission link in the About Us section of the homepage, which is www.Conservation.Org:
At CI, we measure success in human terms. Our ultimate goal is to protect the most
fundamental things that nature provides to all of us: Our food, our freshwater, our livelihoods
and a stable climate. CI builds upon a strong foundation of science, partnership and field
demonstration, CI empowers societies to responsibly and sustainably care for nature, our global
biodiversity, for the well-being of humanity.
Nature Is Speaking uses recognizable celebrity voices, as well as what seems like an accusatory
angle against us humans. The general message is: We need nature, and nature does not need us.
Nature always adapts and comes back, and will do so after we have gone. If, of course, we dont
do anything to sustain our place here on earth. Personally, as someone who is environmentally
sympathetic, I love these short videos. However, I am also aware that I am not the intended
target, as people who are not environmentally conscious are.
Reasons for failure in Environmental PR campaigns can be attributed to multiple reasons such as
the medias lack of priority on the subject, as well as the governments, lack of knowledge on the
topic as it is a complex issue with many components, and rising population is definitely not
helping lessen our carbo footprint. And lastly, Environmentalists approach on the topic.
(Gustave Speth, James).
Lets look at the U.S. as a country. Firstly, I think it is worth mentioning that the United States is
one of the only first world countries to not partake in the Kyoto Protocol as they disengaged in
the protocol in 2001, which is an international treaty that countries agree to take action in
reducing six greenhouse gases while agreeing and recognizing that a) global warming exists and
b) Humans Co2 emissions is a contributor. (Kyoto Protocol and the United States).

The United States, of course, is deeply complicit in these global trends, including our
responsibility for about 30 percent of the carbon dioxide added thus far to the atmosphere. But
even within the United States itself, four decades of environmental effort have not stemmed the
tide of environmental decline. The country is losing 6,000 acres of open space every day, and
100,000 acres of wetlands every year. About a third of U.S. plant and animal species are
threatened with extinction. Half of U.S. lakes and a third of its rivers still fail to meet the

standards that by law should have been met by 1983. And we have done little to curb our
wasteful energy habits or our huge population growth. (Gustav Speth, James).

There is hope yet for Americans, as Europe has created a great example path that could perhaps
lead the States to more success in environmentalism. Firstly, the topic of global warming and
sustainability should be thought of as an economical opportunity instead of a threat. Measures
towards lessening our negative impact on the earth can lead to trade and industry opportunities
including creating new jobs. Going green is an investment which will pay itself back with
time. Leadership that prioritizes these issues is also key. European Commission is considering
upping their efforts by raising their goal of lessening their carbon footprint by 30% from 20%.
All due to emphasis created through leadership. This would mean that Republicans will have to
jump on board and work with Democratic views, as Democrats have been known to
acknowledge the issue at hand more so that Republicans. General attitude and acceptance of the
issue at hand is the first step towards the right direction for sustainability. Americans, mostly due
to the medias lack of coverage and sensationalism of other issues, are skeptical of most worldly
claims, global warming included. There is overwhelming scientific evidence at our fingertips that
prove that this issue is real. Once there is acceptance of the problem, we can then start to build
towards fixing it. (Reed, Imogen).

Nature Is Speaking. Conservation International, n.d. Web. <>.
Gustave Speth, James. "Environmental Failure: A Case for a New Green Politics."
Environmental Failure: A Case for a New Green Politics. Yale Environmental 360, 20 Oct. 2008.
Web. <
"Kyoto Protocol and the United States." Ed. Peter Saundry. N.p., 25 Dec. 2006.
Web. <>.
Reed, imogen. Why European Attitudes to Tackling Climate Change Differ so Much from
Americas. N.p., 2008. Web. <