A recent report from Be Broadcast titled Be Broadcast Mission Control: The Climate Conversation sheds light on how UK media covers climate change. It shows that much of this coverage only happens during major events. When there isn’t a dramatic story, climate change discussions nearly vanish from the news.
The report analyzed over 45,000 broadcast segments over six months. It found that the most discussions occurred during prime-time news and early morning bulletins. Surprisingly, a single night at the Oscars generated more mentions of climate change than several weeks of regular news coverage.
A closer look at the language used reveals that much media framing is alarmist. About 55% of the coverage used strong terms like “ticking time bomb” and “disaster waiting to happen.” In contrast, more hopeful language, like “green revolution,” made up only 30%. Around 35% of segments called for immediate action, showing a sense of urgency to tackle climate issues.
National television channels were particularly effective in using visuals to engage viewers, while local radio stations focused on community impacts, such as last year’s flooding in parts of the UK. The BBC World Service Radio and BBC World TV led the way with around 2,800 mentions each, playing a significant role in shaping global climate narratives.
Josh Wheeler, the founder of Be Broadcast, emphasized the importance of maintaining focus on climate change. He noted how easily the conversation can shift from urgent to overlooked if not tied to an event. Historical patterns show that moments like the Californian wildfires and intense political debates, such as the U.S. withdrawal from the Paris Agreement, can spark public interest but may not sustain it.
Daniella Graham, a strategic communications consultant with a focus on environment, politics, and society, pointed out that climate change is one of the biggest threats facing our planet. Yet, it often fades from headlines unless linked to extreme weather or political actions. Graham stressed the need for stories that don’t just focus on doom and gloom but also highlight long-term solutions and benefits, keeping audiences engaged.
Experts stress that matching urgency with hope is key. Rather than blaming individuals for environmental issues, storytellers should present solutions that everyone can get behind, like the long-term savings from energy efficiency measures. Balancing the narrative is crucial for keeping the climate conversation alive.
Increased awareness through engaging storytelling can lead to real change. As the climate crisis continues to unfold, it’s more vital than ever to keep the dialogue going and encourage collective action for a sustainable future.
Check out this related article: Empowering Change: Laurel Kivuyo’s Vision for Climate Advocacy in 2025
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