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Environmental diplomacy: from transnational policies to the role of ambassadors – the contribution of David Attenborough (2018–2020)
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Orientador(es)
Resumo(s)
Purpose – The concept of environmental diplomacy appears associated with events (conventions) promoted
between states and transnational organisations to discuss aspects related to regulating the use of natural
resources and regulating pollution. In this study, the authors intend to highlight the contribution brought to
environmental diplomacy by leading television figure David Attenborough and his focus on the destruction of
biodiversity by humans (the problem). It is intended to analyse the frames of his public interventions,
comparing them with the prevailing frames in the UNFCCC policies.
Design/methodology/approach – A predominantly inductive method of qualitative and interpretative
nature is used. In epistemological terms, the framing analysis stems from a social constructivist perspective.
A theoretical model for frame analysis was defined by combining the frameworks proposed by Entman (1993)
and Semetko and Valkenburg (2000) and considering previous studies (Anholt, 2015; Seelig, 2019). Analysis
scrutinised a two-fold corpus comprising articles regarding actions and statements by David Attenborough
published in The Guardian between 2018 and 2020, and the UN’s legal framework for climate change.
Findings – The most prominent frames regarding climate crisis in transnational policies are responsibilities.
Attenborough’s calls for action highlight the frames of “morality”, “responsibilities” and “problems”. However, it is
necessary to make a distinction between the discourse used in transnational treaties and that by Attenborough. In
the former, discourse is more technical and impersonal, presented in a structure of legal diplomas and barely
accessible to the public. In contrast, Attenborough’s speech is more emotional, appealing and sometimes dramatic.
His message is transmitted straightforwardly to the public in a pedagogical, personal tone.
Social implications – The choice of high-profile personalities like David Attenborough as ambassadors has
implications in the visibility of the environmental cause, and in the multiplication of initiatives that denounce
environmental degradation.
Originality/value – This study explores and analyses the narrative construct regarding climate change as
carried out by a trusted and respected media voice. The authors intend to contribute to understanding the
amplification role of public figures in controversial issues and diplomatic matters. The main contribution of this
study is to highlight the strategic nature of the choice of SDA by political powers to voice the drama of climate
emergency.
Descrição
Palavras-chave
Ethics, Sustainable development, Public relations, Framing, Public diplomacy
Contexto Educativo
Citação
Sebastiao, S.P. and Soares, I. (2023), "Environmental diplomacy: from transnational policies to the role of ambassadors – the contribution of David Attenborough (2018–2020)", Journal of Communication Management, Vol. 27 No. 2, pp. 207-225. https://doi.org/10.1108/JCOM-04-2022-0030