Article published in Media Development 3/2009

Environmental communication research in Spanish

Miguel Vicente-Mariño

Environmental Communication is a growing field in Communication Studies,

whilst the research interest on environment keeps on increasing in the overall
Social Sciences. However, the distribution of scholarly production shows an
imbalance between the dominant English speaking countries and the Spanish
language. As a consequence of different levels of academic development,
Spain and Latin America cannot offer solid organization and authors interested
in this topic are forced to complete a complicated search for bibliographic
material.

Environment and communication are two concepts characterized by a fast and wide
increase of presence in both scientific literature and popular discourse during the last
two decades. The 1980s were a decade clearly influenced by the open diffusion of risk
societies (Beck, 1986), as well as by the consolidation of some relevant studies
completing the landing of Media and Communication Studies on the official academic
scene. These two concepts walked hand-in-hand during the 1990s achieving a central
position in everyday life, and in the social theory field as well (Castells, 2001).
Nowadays, communication is a transversal reality crossing most human activities and
the environment became one of the keywords for understanding both the political
agenda and public discourse.
Although there is a clear imbalance between the English and the Spanish research
areas, both languages have produced a growing quantity of publications about
environmental communication. One can find some interesting books and authors in the
Spanish field, usually kept away from the focus of interest of the global academy. This
article tries to introduce some of them to a portion of the non-Spanish speaking
readership, highlighting their strong and weak points.
During the last three months of 2008, a wide selection of English1 and Spanish2
journals were surveyed to retrieve articles related to environmental communication
coming from our geographical area of interest. Among them, one can find journals
specialized in environmental issues not related to Communication Sciences and others
devoted to Communication but not focused on the environment.
Initially, the lack of visible experts in these fields provokes a feeling of relative
improvisation. However, there is more research than that which is published in journals,
so some very influential books were also taken into consideration. It should also be
mentioned that a number of experts were contacted in order to identify the more
relevant studies in their countries, giving a useful light to complete the overview.3 By
means of this two-way retrieval of information, a comprehensive survey of the whole
production written in Spanish was aimed for.
Environmental communication is growing fast at very different levels, and a better
clarification of the field is required. The editorial industry in the Spanish speaking
countries is not solidly grounded in the Communication academy domain yet, so this
survey cannot give the absolute certainty of having included all the production in
Spanish.
Having a look at the main specialized journals is really disappointing for this article’s
goals, as the number of Spanish speaking authors is small in the Communication field.
Environmental communication journals include no reference, whilst one can find some
occasional contribution from Spanish authors in journals focused on environment but
coming from other disciplines, such as education or conservation (Díaz Meneses,
2006; Martínez Abraín, 2008; Schmitz et al., 2007). When one focuses on journals
written in Spanish, the results are slightly better, although they cannot be labelled as
optimistic. Their presence is sporadic, lacking an established quota that could help to
consolidate the field. Nevertheless, these papers serve as initial milestones, which will
no doubt be followed by further research and articles.

Main trends of environmental communication research in Spanish

Spanish and Latin American scholars count on a very reduced quota at the
international level of Environmental Communication: language is very often a great
barrier for a significant number of scholars. The next paragraphs focus on: how
environmental communication research has been done in Spain and Latin America
during the last decades; which are the main areas of expertise; who are the
recognisable experts; and which are the more common research methods and
techniques.
Environmental journalism has a solid tradition in the analyzed area, focused more
on giving advice to those professionals working in and reporting about natural
environments than on a formal application of research techniques (Montaño, 1999;
Montero, 2005; Fernández Parratt, 2006). Comparatively the interest of Spanish
scholars was more devoted to print or broadcast news (Alcoceba, 2004a) than to the
whole communication process (Alcoceba, 2004b), although this trend has changed in
recent years. The attention paid to all topics related to science by scholars is being
partially displaced by the environment, as an independent object of study.
Nevertheless, the current situation still shows an imbalance between these close
areas.
Most of the production and news coverage of environmental issues is usually
published as handbooks, where one can find interesting approaches to journalism
professional education. The criticism suffered by journalistic companies during the
1980s because of the poor quality of their environmental information and the
permanent public surveillance over their daily work stimulated the publication of some
useful manuals on this topic, covering a lack of materials in this field. It was the
Spanish Association of Environmental Information Journalists (www.apiaweb.org) that
fostered the first initiatives and meetings in this field, eventually prompting a reaction
from the Academy.
In this field, Fernández Parratt (2006) completed a detailed overview in the
journalism studies field focused exclusively on environmental news and professionals.
Her work is interesting and is one of the main updated references, although it cannot
be considered as a Communication Research book as it is closer to a first contact
handbook for journalists and public relations specializing or interested in environmental
questions. This short book includes a brief historical context before presenting the
current state of the art. Environmental media literacy is one of the main foci of her
book, as is evident in the concluding section. It offers a good introduction to the field,
but it does not explore the full potential of this topic for social research.
Not only focused on environmental journalism, but also bridging some other media,
communication and artistic contents, Gutiérrez (2002) coordinated a reader about
relations between environment and media, with a heterogeneous approach and diverse
contributions. The content is broad-ranging, with good and useful examples of
Communication Research applied to environmental issues, such as Igartua (2002) or
Cheng & Humanes (2002), but including other contributions that do not follow the usual
structure of an academic research paper. The analyzed sample of media production
was comprehensive, as it includes chapters focusing on advertising (Hernández, 2002;
Rodríguez Álvarez, 2002), television (Igartua, 2002; Soriano, 2002) and cinema
(Gutiérrez, 2002b). Moreover, thematic distribution reflected also an interesting
diversity, as some papers were devoted to artistic representations (Rodríguez Cunill,
2002), education (Cuadrado, 2002) or urbanism (Calaf, 2002).
It is quite significant, nevertheless, that there is no other contribution from all these
authors in the environmental field, so we can consider this book as an anecdotal
episode. This lack of consistency and a relative tendency to a thematic diversification
of the lines of research are also some of the main characteristics of most of the
Spanish speaking scholars: they usually work on a lot of topics during their active
research life. Sadly this broad-based approach disadvantages them in a competitive
international sphere where specialization is turning into a main requirement nowadays.
This reality defines clearly a scholar community like the Spanish one, still missing some
clear references about environmental communication.
During the next months a new monograph will be published in Mexico. In this,
Julieta Carabaza and José Carlos Lozano (2009, in press) bring together six Latin
American authors from four countries (México, Perú, Cuba and Spain) in another
example of thematic and methodological diversity that proves the growing interest of
these topics.
Among the chapters, one can find interesting approaches to environmental
communication. Taking ethnographical studies as his starting point, Moreno (2009, in
press) describes the links between qualitative methods and theories, like grounded
theory, and the design of advertising and communication campaigns. Lozano and
Carabaza (2009, in press) offer a more traditional piece of research about the impact of
national TV on the environmental culture, reflecting some of the results published
previously by Carabaza et al., 2007. Mixing quantitative content analysis with focus
groups, their research led them to state that ‘the quantity of information about
environmental issues is small, and it varies depending on contextual circumstances
and on the own media interests’ (Carabaza et al., 2007: 68).
Padilla (2009, in press) offers a detailed analysis of the written and visual journalistic
representations of an environmental catastrophe in Spain that led to a political crisis in
November 2002. The Prestige oil spill has generated a high quantity of publications,
some of them focused on the communication aspects (Gil Calvo, 2003; Elías, 2006;
Sampedro y López Rey, 2006; Vicente, 2006). Padilla completes an interesting
discourse analysis where pictures and text are examined to illustrate the main points of
crisis management and news coverage. All the interest caused by this kind of
unexpected situation epitomises a common trend in environmental communication: the
attraction of singular cases.
Carlos Lozano (2009, in press) outlines a theoretical framework to clarify the
relations between fear, environment and communication, while Carabaza (2009, in
press) concludes the book with an active proposal for environmental management at
the local level. All in all, this forthcoming book is more solid than previous ones in
Spanish and opens new dimensions in communication research.

Journals neglect environmental issues

In Spanish and Latin American journals, one can find little presence of environmental
topics analyzed from the communication point of view. Coverage is irregular and it is
difficult to discern common ground. In Spain, Ámbitos and Trípodos are the two
journals that have devoted more space than others to this topic. Carlos Elias (2001,
2006) is one of the main authors in the field, mixing his main focus, Science
Communication, with some work devoted exclusively to environment.
Climate change is one of the salient topics nowadays and some Spanish scholars
have worked on it (López Pastor, 2007; Magallón, 2008). It appears as one of the main
lines for the immediate development of the field of studies, although an alarm signal
must be sent, as environmental communication is wider than climate change.
Nowadays, a big part of the institutional and educational effort is devoted to this salient
question, but if the discipline wants to survive and be institutionalised in the
Communication Sciences’ framework, a broader scope is needed.
Some of the lines are already open, such as the relation between advertising and
environment (de Andrés, López and González, 2007), or the analysis of concrete
communication strategies (López Pastor, 2007; Carabaza, 2009). If the common goal
is reducing the gap between Spanish and English language, and between
Communication and other Social Sciences, the thematic distribution of the objects of
study must be more diverse.
It should be recognised that there is a more visible presence in conferences of local
or regional scope, where people interested in this kind of studies meet and present
their works (Mendoza, 1997, among others). Sadly, most of these presentations never
reach the official institutional framework of journals or edited books. Communication
also continues to hold a secondary position to Educational studies. Nevertheless, there
are more people working on these issues than those reaching the publishing houses. If
they can access this institutional level in the near future, the quality of this research will
increase and it will be a first step to achieving a higher presence in the global
landscape.

Some leads to follow

There are some parallel areas with a higher scientific production in Spain and Latin
America focused on topics in fields closely related to environmental communication.
Their evolution offer examples to be followed during the current process of
institutionalisation of environmental communication. For instance, Science
Communication can present a clearer profile of accumulated experts, articles and
books (Elías, 2003; Rubia, Fuentes & Casado, 2004; Tripodos, 2008). During the last
decade, some relevant national-level conferences have been organised, creating a
bigger ground for research.
An independent but complementary area of work, Risk and Crisis Communication,
has increased its presence (Ruano, 2005, 2006 and 2007; Francescutti, 2008). Some
of the troubles encountered by Environmental Communication are also present in this
field, as there is a wide diversity of approaches working on a concept which is hard to
define. This is the reason why one can find very different proposals for studying any
crisis. Crisis and disasters easily catch the attention of both researchers and audience,
often overshadowing daily life environmental topics. As a consequence, sometimes the
lines distinguishing environmental and crisis communication become blurred.
Environmental Education and Environmental Conservation are two areas close to
Environmental Communication, which are focused on the same topic but approach it
from different perspectives. Research in these two areas is more established and their
associated research community seems to be bigger and more diverse (San Millán,
1991; González Faraco, 1994; Perales García, 1999; Sáez Martínez, 2006). A great
part of their visibility depends on the long tradition and consolidation of scientific
journals of reference (Journal of Environmental Education or Environmental
Conservation), well established as a recognisable forum opening a way to work for
their global readers. Sadly, environmental communication is still without a comparable
point of reference.
Health Communication also offers a more clearly defined space, where people from
diverse backgrounds join in a combined approach, with enough room for social,
communication and biological perspectives. And last but not least, Environmental
Sociology offers some interesting contributions from Spain (Riechmann, 2005, 2008;
Tábara, 2001) and from Latin America (Esteinou, 1992, 2000, 2001), comprising a very
solid theoretical and empirical foundation relevant to Communication scholars.
While Sociology, Economy and Geography are trying to keep the environment as
one of their more salient research interests, Communication Studies does not seem to
 be following the same path, or at least not with the same intensity. Some of the
strategies displayed by these adjacent fields serve as a useful guide to follow.

Challenges for the Spanish speaking scholars

The above survey of environmental communication in Spanish tries to show the
imbalance between the English and Spanish speaking areas. The second goal was to
introduce the scientific production of some authors of Spain and Latin America,
underlining their main weakness and suggesting some lines for future development.
The absence of any specialized journal about environmental communication
published in Spanish appears the more solid explanation for the chaotic landscape that
one finds when entering this field for the first time. Moreover, the reduced presence of
Spanish authors in the higher ranked scientific journals contributes decisively to the
invisibility of this linguistic area’s research.
There is a clear dominance of environmental journalism in the analyzed sample,
although there is a growing presence of studies focused on the diverse communication
strategies displayed by relevant social actors during the last five years: the research
scope is widening and information is not the only point to take into account for both
planning and analyzing environmental communication. For instance, all the
communication strategies displayed by public administrations, private companies or
NGO’s in order to be present at the public sphere should be under the analytical focus
of the scholars’ community even more.
Crisis, catastrophes and disasters continue to dominate the development of the
field. The unquestionable interest and attraction power of these unexpected situations
is the main and easiest entrance point for environmental communication to the
institutional framework of international publications. Media coverage and
communication strategies also require deep analysis in relation to more common
environmental issues and problems, as this is the only chance to create a solid
community of researchers in this field. While the English community seems to have
begun to create this network, the Spanish speaking countries are still taking their first
steps.

Notes
1. The list of checked English-written journals is as follows: Applied Environmental Communication and
Education, Environmental Communication and International Journal of Sustainable Communication,
Environment and Behaviour, Environmental Conservation, Journal of Environmental Education, Public
Understanding of Science, Science Communication, and Bulletin of Science, Technology and Society.
2. The list of checked Spanish-written journals includes: Ámbitos, Anàlisi, Chasqui, Comunicación y
Sociedad (Spain), Comunicación y Sociedad (México), Comunicar, Diálogos de Comunicación, Global
Media Journal, Razón y Palabra, Trípodos y ZER.
3. I would like to express my deep gratitude to Julieta Carabaza (México), Luis Pablo Francescutti
(Argentina and Spain), Carlos Lozano (México, Spain), and Anders Hansen (Denmark, United
Kingdom) for their useful suggestions in addressing this bibliographical research.

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Miguel Vicente Mariño is Assistant Professor in the Faculty of Social Sciences at the University of Valladolid,
Spain. E-mail: miguelvm@soc.uva.es