ABSTRACT

The time has passed when being an academic requires one only to publish articles in prestigious journals, contribute to academic books and present one’s findings at conferences. There is now an increasing requirement for academics to enter a new, if at times unwelcome, media age. Researchers, in particular, face increasing demands from various sources to become more ‘media savvy’. The first of these demands comes directly from media organizations. Increasingly, all modes of media are utilizing the expertise that academics can provide on a vast array of topics and issues. There are now numerous academics with successful media careers, presenting popular and successful television programmes. One only has to look at the recent success stories of Professor Ian Stewart and Professor Brian Cox, who have both brought science to prime-time television, while still continuing an academic career. Businesses have also been created with the intention of tapping this specialist resource, seeking academics who have the potential to become media experts. 1 Television, radio, print and the internet require specialists to comment on current issues as diverse as global warming and child psychology. As sustainable development and environmental issues increasingly become more ‘newsworthy’, there will be a reciprocal increase in the need for academics to assist in explaining the issues and to debate the various conflicting views, which are often embedded within the sustainability agenda.