Aplicación de un Phillips 66 para desvelar la red de apelaciones recíprocas entre agentes sociales expertos en torno al riesgo del cambio climático y su contraste con las representaciones de aludidos en el discurso informativo de la TV sobre el mismo tópico

Resumo

This use of �gPhilips 66�h is integrated in the I+D Project of the MDCS investigation group named �gThe hegemonic discourse of the Media regarding the Climate Change (Risk, Uncertainty and Conflict) and experimental proof with alternative discourses among the youngsters�h financed by the Ministry of Science and Innovation, with reference CSO2010�]16936 (COMU), that took place during the development stage of the Applied Innovation Project �gYoungsters facing Climate Change�h funded by the Ministry of Education that was made by a network of educative centers in Spain with the participation of the MDCS group. Both projects have developed complementary activities of different nature and methodology focuses that share the final goal of developing a specific methodology for the efficient communication of the Climate Change (CC) and environmental education. The I+D Project �gThe hegemonic discourse of the Media regarding the Climate Change�h is centered in the debate of the hegemonic discourse about this topic. The current commitment of the Social Media (SM) with this crisis has proved to be not too effective due to the lack of information and specific formation that population has about the real meaning of the CC. This is why now, with an imperative nature, it is important to develop new proposals and communicative models that add innovative narrative methods that try to avoid the hegemonic discourse about the uncertainties about the CC in the SM, especially on Television. The transverse perspective we use to compare the media and expert discourses, has to allow the evaluation of the proposal of alternative discourses of the phenomenon we are studying that could be tested afterwards in representative segments of the audience. For this implementation, different experts about the CC and environmental education were invited, organized by their different specialties, in groups of 6 people, they discussed about different themes related among them, following the various rounds of meetings of the groups and agreements, up to the point of elaboration an exhaustive form able to integrate the conclusions of each group. The results of the analysis of the discourses made in groups are contrasted afterwards with the data obtained by the analysis of the content of the informative pieces of all the Spanish news programs whose agenda included themes regarding the CC during the Cancun (2012) and Durban (2012) Summits, according to a protocol of analysis developed in the framework of the I+D Project quoted previously. (Cfr. Teso Alonso, G. y Águila Gohglan, J.C., 2011).