Page 104 - Sustainability Communication Interdisciplinary Perspectives and Theoritical Foundations

7 Media Theory and Sustainability Communication 87

Without doubt part of a strategy of sustainable communication is providing
opportunities so that a subjective perception and experience can occur that will
favour acceptance of the vision. An appreciation of the problem is closely related to
the degree an individual feels affected by the problem. This involves recognising the
meaning and importance of these opportunities. Communication through new media
can mean expanding one’s own life and world. Communication about the life
chances of future generations involves responsibility for media generations.
Sustainability communication requires then not least an awareness of the socialisa-
tion and learning conditions of future media generations, who are at home in an
increasingly globalised world with digital networks of communication cultures.

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