The story below gives an example of story field change work being done from above (see also Al Gore’s work). I doubt these folks are going to change the institutional arrangements, power relationships, or unerlying assumptions of our political, governmental, and economic order. But they are doing work to shift the story field, in this case by influencing individual behaviors, and with a keen sense of the interrelationships among media. One of our jobs, I believe, is to shift the story field from the bottom up, in ways that actually change the underlying assumptions and patterns of the systems we live in, as David Korten’s piece below points out.
Murdoch: I’m proud to be green
News Corp boss orders his entire empire to convert and become a worldwide enthusiast for the environment
By Geoffrey Lean, Environment Editor
The Independent – 13 May 2007
In one of the most unexpected conversions since Saul of Tarsus hit the road to Damascus, Rupert Murdoch is turning into a green campaigner. He is making the whole of his worldwide operations carbon neutral and setting out to “educate and engage” his readers and viewers about global warming….
…the main thrust of the campaign will be “to inspire people to change their behaviour” through films, television productions and news operations. It will aim “to weave this issue into our content, make it dramatic, make it vivid, even sometimes make it fun”. As a start, MySpace is launching a channel devoted to climate change, and Fox television is developing “a solutions-based campaign”. Today’s Sunday Times and News of the World both major on plans by Gordon Brown for new eco-towns.
Mr Murdoch says: “Imagine if we succeed in inspiring our audiences to reduce their own impacts on climate change by just 1 per cent. That would be like turning the state of California off for almost two months.”