‘Offline’ vs ‘online’ media: Claim-makers, content, and audiences of climate change information

Ruiu, Maria (2018) ‘Offline’ vs ‘online’ media: Claim-makers, content, and audiences of climate change information. World of Media. Journal of Russian Media and Journalism Studies, 1 (2). pp. 5-28. ISSN 2307-1605

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Abstract

This paper aims to explore both similarities and differences between offline and online climate change communication in terms of claim-makers, content, and audiences. It is based on academic peer reviewed papers directly relevant to the communication of climate change by the media, published in English language between 2010 and 2016. Interdependences between offline and online media are often cited, especially in terms of web searches of information already reported by traditional media (both print and television). In some other cases, the study of the intermedia agenda shows that the debate originated on online blogs triggers and conditions the attention of print media. This interdependence is also showed by a polarisation between ‘activists’ and ‘contrarians’ in both online and offline arenas. However, while the web offers greater space for interaction and a variety of sources, the dominance of the ‘old media’ point of view seems to undermine these attempts.

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