22/8/2013: Media Learning Group (MLG) aims to strengthen the network of media professionals and NGO advocates and to improve the way climate change issues and projects are communicated in Vietnam. MLG engages members at a values level. By responding to personal values, interests and priorities, we can ensure the active participation of our members towards learning and connecting with the network. MLG is an initiative of the Awareness and Behavior Change (ABC) sub-working group of the Climate Change Working Group (CCWG).The ABC sub-working group and its partners have been facilitating multiple-scale discussions between NGO advocates and journalists to understand the capacity gaps and need for better collaboration on climate change communications. The uncertainty inherent in climate change futures, relevant to both impacts and solutions, is also a challenge for persuasive, effective communications and advocacy. As in any professional network, the working culture of CCWG is impacted by busy schedules and high-pressure working environments. People's work schedule's become filled with must-do projects, not self-motivated want-to-do projects. We observe that when people are most relaxed and committed to working together, results improve and networking environments become more productive and friendlier. Based on this analysis, the Media Learning Group (MLG) Initiative was conceptualized.
MLG addresses existing gaps between NGOs and media towards common climate change communications objectives
It has been identified that NGO advocates and media professionals have not been working together effectively. While NGOs have been working on many interesting and innovative impact-reduction and solutions-based projects at many different levels, the media has not yet been very involved.
NGO advocates working on climate change implement effective projects using innovative tactics, tools and advocacy skills, but there is a significant gap in the way these projects are communicated to public audience. This can be explained by examining the capacity and priorities of both groups.
Where development workers in government agencies, scientific institutions and NGOs have a deep and experiential understanding of practical issues associated with their projects, they have not been able to convert this knowledge into an effective public understanding of climate change and related development issues. NGO communication is traditionally oriented towards direct beneficiaries and stakeholders (donors, government partners etc), making it difficult for journalists to gain insight into issues relating to NGO activities. There is also an issue of technical barriers to communication, for example NGOs using technical language in communication with journalists.
At the same time, media focus reflects the traditional agendas of journalists, often following issues that are prioritized by audiences. As an emerging and relatively unfamiliar issue, climate change is not prioritized. Available media works on climate change or something like it appear not either critical or interesting enough to attract any specific social groups such as policy makers, scientists, development officers or vulnerable communities.
To promote active learning value among network members and to build new culture of working
MLG has created an interesting learning platform with both an online and an offline component, with climate-solution advocates and journalists as participants. Planned activities of the group include peer panel reviews, sharing forums, fieldtrips, trainings, workshops and networking opportunities. Members are encouraged to propose their learning needs as well as to suggest specific techniques and tools that they can offer others. Each member is both learner and facilitator within the learning process. The coordination of MLG, as well as the facilitation of MLG events, is flexible and informal, and the process is designed to promote energetic participation and active and creative engagement of the participants. The MLG facilitator, ABC co-chair, focuses on interactive experiences and prioritizes the self-reflection of each individual.
For this reason, MLG events are open to small groups only. This enables openness among participants and a positive sharing environment for group discussions.
By promoting this active learning approach among participants, the MLG integrates human values into the existing working culture: sympathy, trust and respect. It is our belief that people become stronger not only through new tools and tactics, but also by a positive and constructive working environment. These things together will ensure our sustainability as a movement.
The learning group is working towards improved efficacy in climate change communications
MLG is currently in the early stages of development – we are introducing a new concept and gathering like-minded people who are active in this field. Although most of our activities have a lot in common with traditional capacity building activities, the objective of improving practical efficiency of communications related to climate change is at the center of every discussion. The objectives of MLG are based on CCWG and ABC priorities of improving communications and advocacy on climate change.
About the author:
Vu Thi My Hanh is currently co-chair of Awareness and Behavior Change (ABC), one of three sub-working groups under Climate Change Working Group (CCWG) in Vietnam. She is currently Youth Programme Manager and Communications Focal Point in Vietnam for Challenge to Change, an UK-based NGO, focusing on climate change resilience and sustainability.
MLG addresses existing gaps between NGOs and media towards common climate change communications objectives
It has been identified that NGO advocates and media professionals have not been working together effectively. While NGOs have been working on many interesting and innovative impact-reduction and solutions-based projects at many different levels, the media has not yet been very involved.
NGO advocates working on climate change implement effective projects using innovative tactics, tools and advocacy skills, but there is a significant gap in the way these projects are communicated to public audience. This can be explained by examining the capacity and priorities of both groups.
Where development workers in government agencies, scientific institutions and NGOs have a deep and experiential understanding of practical issues associated with their projects, they have not been able to convert this knowledge into an effective public understanding of climate change and related development issues. NGO communication is traditionally oriented towards direct beneficiaries and stakeholders (donors, government partners etc), making it difficult for journalists to gain insight into issues relating to NGO activities. There is also an issue of technical barriers to communication, for example NGOs using technical language in communication with journalists.
At the same time, media focus reflects the traditional agendas of journalists, often following issues that are prioritized by audiences. As an emerging and relatively unfamiliar issue, climate change is not prioritized. Available media works on climate change or something like it appear not either critical or interesting enough to attract any specific social groups such as policy makers, scientists, development officers or vulnerable communities.
To promote active learning value among network members and to build new culture of working
MLG has created an interesting learning platform with both an online and an offline component, with climate-solution advocates and journalists as participants. Planned activities of the group include peer panel reviews, sharing forums, fieldtrips, trainings, workshops and networking opportunities. Members are encouraged to propose their learning needs as well as to suggest specific techniques and tools that they can offer others. Each member is both learner and facilitator within the learning process. The coordination of MLG, as well as the facilitation of MLG events, is flexible and informal, and the process is designed to promote energetic participation and active and creative engagement of the participants. The MLG facilitator, ABC co-chair, focuses on interactive experiences and prioritizes the self-reflection of each individual.
For this reason, MLG events are open to small groups only. This enables openness among participants and a positive sharing environment for group discussions.
By promoting this active learning approach among participants, the MLG integrates human values into the existing working culture: sympathy, trust and respect. It is our belief that people become stronger not only through new tools and tactics, but also by a positive and constructive working environment. These things together will ensure our sustainability as a movement.
The learning group is working towards improved efficacy in climate change communications
MLG is currently in the early stages of development – we are introducing a new concept and gathering like-minded people who are active in this field. Although most of our activities have a lot in common with traditional capacity building activities, the objective of improving practical efficiency of communications related to climate change is at the center of every discussion. The objectives of MLG are based on CCWG and ABC priorities of improving communications and advocacy on climate change.
About the author:
Vu Thi My Hanh is currently co-chair of Awareness and Behavior Change (ABC), one of three sub-working groups under Climate Change Working Group (CCWG) in Vietnam. She is currently Youth Programme Manager and Communications Focal Point in Vietnam for Challenge to Change, an UK-based NGO, focusing on climate change resilience and sustainability.
