ABSTRACT
Chapter 3 pushes the tensions and barriers to pro-environmental behaviour even further by teasing out a range of ‘greenwashed’ environmental debates and more established ‘business as usual’ strategies. For example, the concept of nudging behaviour is used to demonstrate how even small-scale non-dramatic environmental changes are worth pursuing. Yet these and other strategies cannot be regarded as a panacea for global environmental problems. Basic environmental literacy programmes need to take on board all modes of media representations of the environment and not just those that communicators believe to be most useful for instigating radical change and transformation. A broad-based literacy programme has to start from a place where students and audiences generally are situated, while taking into account their broad-based media consumption, and not initially at least trying to force preferred eco-media texts and formats onto viewers, which may in turn rebound with negative effects in the end.
