Climate Change and Media: An Analysis of Public Service Announcements and Communication Public Service Announcements of the Ministry of Environment, Urbanisation and Climate Change

Yıl 2025, Sayı: Special Issue of the 1st Environment and Communication: Climate Change and Sustainability Symposium, 23 - 43, 30.04.2025

Onur Tos , Harika Tos

Öz

Climate change may adversely affect economic activities in the country, region or city centre. In this framework, administrative studies are carried out worldwide to eliminate or reduce the negative effects of climate change. In Turkey, the Ministry of Environment, Urbanisation and Climate Change is the highest level institution working on this issue. This study focuses on the public service announcement and communication public service announcements on climate change by the Ministry of Environment, Urbanisation and Climate Change. The contents of the public service announcement and communication public service announcements on climate change shared by the Ministry on its official social media account constitute the data of the study obtained through document analysis. In this context, critical case sampling is applied in the study and the official social media account of the Ministry is analysed within this framework. The data analysis method of the study is content analysis used in qualitative research perspective. By adhering to the steps of the content analysis method, it is tried to determine which themes, categories and codes are prominent in the public service ads on climate change shared by the Ministry from its official social media account. As a result of the analysis, it was seen that different themes, messages and strategies were applied in each public service announcement on climate change. Climate change awareness, call to action, sustainability and nature protection, social unity and politics were identified as themes; interaction and awareness, critical warnings, targets and projects, emotional bonding were identified as categories; and concepts such as zero waste, green transformation, social solidarity were identified as codes.

Anahtar Kelimeler

Climate Change , Ministry , Public Service Announcement , Communication , Content Analysis.

İklim Değişikliği ve Medya: T.C. Çevre, Şehircilik ve İklim Değişikliği Bakanlığının Duyurum ve İletişim Amaçlı Kamu Spotu Çalışmalarına Yönelik Bir Analiz

Öz

İklim değişikliği; ülkedeki, bölgedeki ya da şehir merkezinde ekonomik aktiviteleri olumsuz yönde etkileyebilmektedir. Bu çerçevede dünya genelinde iklim değişikliğiyle ilgili olumsuzlukları gidermek ya da azaltmak için yönetimsel anlamda çalışmalar yapılmaktadır. Türkiye’de bu konuda çalışma yürüten en üst düzeydeki kurum T.C. Çevre, Şehircilik ve İklim Değişikliği Bakanlığı’dır. Bu çalışma T.C. Çevre, Şehircilik ve İklim Değişikliği Bakanlığı’nın iklim değişikliği konusundaki duyurum ve iletişim amaçlı yayınladığı kamu spotu çalışmalarına odaklanmaktadır. Bakanlığın resmi sosyal medya hesabından iklim değişikliği konusunda duyurum ve iletişim amaçlı paylaştığı kamu spotu içerikleri çalışmanın dokuman incelemesi yoluyla elde edilen verilerini oluşturmaktadır. Bu kapsamda çalışmada kritik durum örneklemesi uygulanmakta ve Bakanlığın resmi sosyal medya hesabı bu çerçevede incelenmektedir. Çalışmanın veri analiz yöntemi nitel araştırma perspektifinde yararlanılan içerik analizidir. İçerik analizi yöntemi adımlarına bağlı kalınarak Bakanlığın resmi sosyal medya hesabından paylaştığı iklim değişikliğine ilişkin kamu spotlarında hangi tema, kategori ve kodların ön plana çıktığı belirlenmeye çalışılmaktadır. Yapılan incelemeler sonucunda her bir kamu spotunda iklim değişikliği konusunda farklı tema, mesaj ve strateji uygulanmaktadır. İklim değişikliği bilinci, eylem çağrısı, sürdürülebilirlik ve doğa koruma, toplumsal birlik ve politika tema; etkileşim ve farkındalık, kritik uyarılar, hedefler ve projeler, duygusal bağ kurma kategori; sıfır atık, yeşil dönüşüm, toplumsal dayanışma gibi kavramlar ise kod olarak belirlenmiştir.

Anahtar Kelimeler

İklim Değişikliği , Bakanlık , Kamu Spotu , İletişim , İçerik Analizi.

Kaynakça

• Aydın, Ö. K. (2016). Çevresel iletişim kapsamında çevre temalı kamu spotlarına yönelik bir araştırma. International Journal of Social Sciences and Education Research, 2(3), 785–800.
• Aytekin, H. (2016). Görsel-işitsel medyada sağlık - güvenlik halleri: Tartışılması gereken bir alan olarak kamu spotu. Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 9(3). https://doi.org/10.18094/si.37556
• Ballantyne, A. G. (2016). Climate change communication: What can we learn from communication theory? WIREs Climate Change, 7(3), 329–344. https://doi.org/10.1002/wcc.392
• Ballew, M. T., Leiserowitz, A., Roser-Renouf, C., Rosenthal, S. A., Kotcher, J. E., Marlon, J. R., Lyon, E., Goldberg, M. H., & Maibach, E. W. (2019). Climate change in the american mind: Data, tools, and trends. Environment: Science and Policy for Sustainable Development, 61(3), 4–18. https://doi.org/10.1080/00139157.2019.1589300
• Bennett, W. L., & Segerberg, A. (2012). The logic of connective action. Information, Communication & Society, 15(5), 739–768. https://doi.org/10.1080/1369118X.2012.670661
• Berelson, B. (1952). Content Analysis in Communication Research. Free Press.
• Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative Research Journal, 9(2), 27–40. https://doi.org/10.3316/QRJ0902027
• Bradshaw, M. J. (2010). Global energy dilemmas: A geographical perspective. The Geographical Journal, 176(4), 275–290. https://doi.org/10.1111/j.1475-4959.2010.00375.x
• Candan, H., & İnce, M. (2014). Mobbingden (bezdiri) tükenmişliğe giden yol: Çevre ve şehircilik bakanlığı çalışanları üzerinde bir araştırma. Çağ Üniversitesi Sosyal Bilimler Dergisi, 11(2), 56–85.
• Chang, C. (2024). Examining the effectiveness of public service announcements in encouraging pro-health behaviors: Self-referent mental simulation and empowerment as mediators. International Journal of Advertising, 43(2), 336–360. https://doi.org/10.1080/02650487.2023.2197777
• Cole, M. (2020). Climate Change, The Fourth Industrial Revolution and Public Pedagogies. Routledge. https://doi.org/10.4324/9781003051411
• Coleman, R., & Hatley Major, L. (2014). Ethical health communication: A content analysis of predominant frames and primes in public service announcements. Journal of Mass Media Ethics, 29(2), 91–107. https://doi.org/10.1080/08900523.2014.893773
• Dahlstrom, M. F. (2014). Using narratives and storytelling to communicate science with nonexpert audiences. Proceedings of the National Academy of Sciences, 111(supplement_4), 13614–13620. https://doi.org/10.1073/pnas.1320645111
• Darı, A. B. (2022). COVID-19 Pandemisi döneminde plastik atik temelli çevre kirliliğini konu alan kamu spotlari. Adıyaman Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 0(40), 281–308. https://doi.org/10.14520/adyusbd.1055931
• Ekinci, K., Kılıç, Y., & Kısa, A. (2017, May 3). İnsansız hava araçları ile çevre ve şehircilik bakanlığı faaliyetleri. TMMOB Harita ve Kadastro Mühendisleri Odası, 16. Türkiye Harita Bilimsel ve Teknik Kurultayı.
• Elo, S., & Kyngäs, H. (2008). The qualitative content analysis process. Journal of Advanced Nursing, 62(1), 107–115. https://doi.org/10.1111/j.1365-2648.2007.04569.x
• Harris, D., & Krishnan, A. (2023). Exploring the association between suicide prevention public service announcements and user comments on youtube: A computational text analysis approach. Journal of Health Communication, 28(5), 302–311. https://doi.org/10.1080/10810730.2023.2203077
• IPCC. (2021). Climate change 2021: The physical science basis.
• Ittefaq, M. (2024). Climate communication, public health, and social media: Examining the role of health agencies in addressing the impacts of climate change on human health. Journal of Health Communication, 29(sup1), 68–76. https://doi.org/10.1080/10810730.2024.2360021
• Krippendorff, K. (2019). Content Analysis: An Introduction to Its Methodology. SAGE Publications.
• Lee, B. Y., Pavilonis, B., John, D. C., Heneghan, J., Bartsch, S. M., & Kavouras, I. (2024). The need to focus more on climate change communication and incorporate more systems approaches. Journal of Health Communication, 29(sup1), 1–10. https://doi.org/10.1080/10810730.2024.2361566
• Looi, J., Kemp, D., & Song, Y. W. G. (2023). Instagram influencers in health communication: Examining the roles of influencer tier and message construal in COVID-19-Prevention public service announcements. Journal of Interactive Advertising, 23(1), 14–32. https://doi.org/10.1080/15252019.2022.2140316
• Mat Alim, M., & Abd Rahim, R. S. @. (2021). Visual rhetoric in visual communication: Theory and concepts in public service announcements advertising campaign. International Journal of Academic Research in Business and Social Sciences, 11(9). https://doi.org/10.6007/IJARBSS/v11-i9/11066
• Mo, Z., & Zhou, M. (2024). Don’t like them but take what they said: The effectiveness of virtual influencers in public service announcements. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 2269–2288. https://doi.org/10.3390/jtaer19030110
• Moser, S. C. (2016). Reflections on climate change communication research and practice in the second decade of the 21st century: What more is there to say? WIREs Climate Change, 7(3), 345–369. https://doi.org/10.1002/wcc.403
• Moser, S. C., & Dilling, L. (2011). Communicating Climate Change: Closing the Science‐Action Gap. Oxford University Press. https://doi.org/10.1093/oxfordhb/9780199566600.003.0011
• Nisbet, M. C. (2009). Communicating climate change: Why frames matter for public engagement. Environment: Science and Policy for Sustainable Development, 51(2), 12–23. https://doi.org/10.3200/ENVT.51.2.12-23
• Nisbet, M. C., & Myers, T. (2007). The polls trends: Twenty years of public opinion about global warming. Public Opinion Quarterly, 71(3), 444–470. https://doi.org/10.1093/poq/nfm031
• O’Neill, S., & Nicholson-Cole, S. (2009). “Fear Won’t Do It.” Science Communication, 30(3), 355–379. https://doi.org/10.1177/1075547008329201
• Patton, M. Q. (2015). Qualitative Research & Evaluation Methods: Integrating Theory and Practice. SAGE Publications.
• Rice, R. E., & Atkin, C. K. (2013). Public Communication Campaigns. SAGE Publications, Inc. https://doi.org/10.4135/9781544308449
• Saldana, J. (2021). The Coding Manual for Communication Campaigns. SAGE Publications.
• Şengün, H. (2015). Türkiye’de çevre yönetimi ve çevre ve şehircilik bakanlığının uygulamaları. Strategic Public Management Journal (SPMJ), 1, 109–130.
• Stammen, L., & Meissner, M. (2024). Social movements’ transformative climate change communication: Extinction rebellion’s artivism. Social Movement Studies, 23(1), 19–38. https://doi.org/10.1080/14742837.2022.2122949
• Tufekci, Z. (2017). Twitter and Tear Gas: The Power and Fragility of Networked Protest. Yale University Press.
• Uluğ Yurttaş, Ö. (2021). A Review of Covid-19 pandemic and public service ads. Turkish Online Journal of Design Art And Communication, 11(1), 213–231. https://doi.org/10.7456/11101100/012
• Ünal, F., & Tanca, H. A. (2016). Yaşam boyu öğrenme kapsamında türkiye radyo televizyon kurumu tarafından yayın. The Journal of Academic Social Science Studies, 10(Number: 51), 43–43. https://doi.org/10.9761/JASSS3536
• UNEP. (2023). Cities and Climate Change.
• Whitmarsh, L., & Corner, A. (2017). Tools for a new climate conversation: A mixed-methods study of language for public engagement across the political spectrum. Global Environmental Change, 42, 122–135. https://doi.org/10.1016/j.gloenvcha.2016.12.008
• WMO. (2022). 2021 One of the Seven Warmest Years on Record, WMO Consolidated Data Shows.
• Xiaoli Nan. (2008). The influence of liking for a public service announcement on issue attitude. Communication Research, 35(4), 503–528. https://doi.org/10.1177/0093650208316053
• Yin, R. K. (2017). Case Study Research and Applications: Design and Methods. SAGE Publications.
• YouTube 1. (2024). Let's sing it together; #WeAllHaveaWorld Environmentfest We all have a world, Retrieved 08.07.2024 from https://www.youtube.com/@cevresehiriklim/shorts
• YouTube 2. (2024). Our climate tunnel #Çevrevest also welcomed its visitors ♻️, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=nEJ96S7sT1E
• YouTube 3. (2024). We act with determination to eliminate the negative effects of climate change, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=SzXkHceyMUg
• YouTube 4. (2024). We launched the ‘Turkey Carbon Market Development Project’ in our fight against climate change, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=QqR6d9urupY
• YouTube 5. (2024). We Created 3D Climate Tunnel, Retrieved 08.07.2024 from
• https://www.youtube.com/watch?v=f7_N2mfrizI
• YouTube 6. (2021). Climate Change – Let us change before the climate changes, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=3GRFu5iHT5I&t=16s
• YouTube 7. (2021). Leave a world for us children, Let's write on it, dear World, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=peh9fpwjxnY&t=9s
• YouTube 8. (2020). Our Children and Environment / Zero Waste, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=f02upuem8cI
• YouTube 9. (2020). Effects of Climate Change on Living Things, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=-VxNOFYUEIM
• YouTube 10. (2020). Some Natural Events Caused by Global Climate Change, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=CeJfRxjFQBI
• YouTube 11. (2020). We Use Our Investments in Favour of Nature, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=PEeKMYSGNek
• YouTube 12. (2020). Effective Combating Climate Change, Zero Emission for a Clean Future, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=7DcV9hZXF_E
• YouTube 13. (2020). Desertification due to Climate Change, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=vOhLwygN9VI
• YouTube 14. (2020). Let's Change Before the Climate Changes | #OurWorldHome, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=I4bHpKTqZSg
• YouTube 15. (2020). It is in our hands to preserve these images | #ZeroWasteBlue, Retrieved 08.07.2024 from https://www.youtube.com/watch?v=k4o8fUIUqD8