Abstract
In this chapter we will see how media coverage of the environment resonates with the cultural level of the audience, which “empowers” the issues addressed in the media.
Beyond the conventional focus news has on the environment, one could notice how different media genres, including the televised entertaining programs, cover the environment and nature, especially the films on nature and wildlife. This chapter will investigate the importance of the lexicon used or the choice of words in media constructs of environmental issues. The images of nature and environment go beyond media reporting. This is why this chapter focuses on investigating the packaged news on environmental issues and on the interpretation of perspectives used to inform the media.
This chapter will discuss the concepts of “nature”, which have their specifics and historic constructions. Use of media on advertisements and other built media productions will be explored. An examination is going to be made of the main “uses” of nature in advertisements and the scale they reflect the historic changes of nature, social change and change of social views.
An exploration is made of the use of environmental media in relation to the concepts of nostalgia and national/cultural identity. While environmental issues find it difficult to become part of the media, political and public agendas, this is not the case with advertisements which are based on the concepts of nature. The images and the ideas on nature, as we noticed in the previous chapters, are an important part of media and popular culture in general.
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Golden Eagle. 100 vjetori REKLAMA. Retrieved from https://www.youtube.com/watch?v=AvmIRgp8T8Y
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Çupi, D. (2023). Popular Culture, Nature, Ethics and Environmental Issues. In: Environmental Debates in Albania. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-39760-8_9
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