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Course, academic year 2023/2024
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Media and Sustainability Communication - JKB198
Title: Media and Sustainability Communication
Czech title: Komunikace udržitelnosti v mediich
Guaranteed by: Department of Marketing Communication and Public Relations (23-KMKPR)
Faculty: Faculty of Social Sciences
Actual: from 2022
Semester: winter
E-Credits: 3
Examination process: winter s.:
Hours per week, examination: winter s.:0/2, MC [HT]
Capacity: unknown / 20 (20)
Min. number of students: unlimited
4EU+: no
Virtual mobility / capacity: no
State of the course: taught
Language: English
Teaching methods: full-time
Teaching methods: full-time
Note: course can be enrolled in outside the study plan
enabled for web enrollment
Guarantor: Ing. Bc. Petra Koudelková, Ph.D.
Teacher(s): Angga Ariestya, M.Sc.
Ing. Bc. Petra Koudelková, Ph.D.
Class: Courses for incoming students
Last update: Ing. Bc. Petra Koudelková, Ph.D. (27.09.2023)

Course description:

Sustainability communication is an exchange of information process to attain a mutual understanding dealing with the future sustainable development of society. During the process, a relationship between humans and their environment is gained in social discourses related to sustainability values and norms. Communicating sustainability is essential to achieve individual, organizational, and societal transformation to be more sustainable.
This course provides interchanging discussions between media, communication, and sustainability issues. It examines sustainability issues in relation to media and communication theory to grasp strategies to encourage organizational or social behavior change.
At the beginning of the semester, students get the theoretical framework of media and sustainability communication. After mid-term, students will present their paper project on sustainability communication strategies in given sustainability issues.

Aim of the course:

Students understand the interconnection between media, communication, and sustainability issues. They will be able to explain how media and communication can urge sustainable development of society that balances the environment, society, and economy and solve sustainability issues.
Requirements to the exam
Last update: Ing. Bc. Petra Koudelková, Ph.D. (20.09.2022)

Course completion requirements:

The exam will be based on a written work (counting for 100% of the grade). The paper project needs to be maximum 15 pages long containing background, problem statement (related to sustainability issues), theoretical framework, data & case study, and conclusion. There are five themes to deliver namely:

·       Communicating climate change;

·       Communicating sustainable consumption;

·       Sustainability communication for corporation;

·       Sustainability communication for marketing;

·       Health communication.

Last update: Ing. Bc. Petra Koudelková, Ph.D. (27.09.2023)

Lector: Angga Ariestya (email:



Week 1: Introduction to media, communication, and sustainability

·         Critics of Modernization 

·         Defining a sustainability

·         The role of media and communication in sustainability

Week 2: Theoretical framework of sustainability communication

·         Definition of sustainability communication

·         Communication theory for sustainability

·         Symbolic communication & construction

Week 3: Sustainability communication strategies

·         Environmental communication

·         Social and Behavior Change Communication

·         Participatory communication

Week 4: Dimensions and formats of sustainability communication

·         Actor, medium, and the audience

·         Messages & themes

·         Transmedia narrative & storytelling

Week 5: Media theory and sustainability communication

·         Media construction of sustainability

·         Framing sustainability in media 

·         Media effect

Week 6: New Media and sustainability communication

·         Social network & the public sphere

·         Computer-mediated communication

·         Social media campaign

Week 7: Developing strategies for communicating sustainability

·         Situation analysis

·         SMART Objectives

·         Audience & stakeholders mapping

·         Key message for Sustainability

Week 8: Communicating climate change (case study)

Week 9: Communicating sustainable consumption (case study)

Week 10: Sustainability communication for corporations (case study)

·         Triple bottom line (planet, people, and profit)

·         Green PR & Corporate social responsibility

Week 11: Sustainability communication for marketing (case study)

·         Green marketing communication

·         Greenwashing

Week 12: Health communication (case study)

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