Date: 19 May 2011

Sustainability Communication: An Integrative Approach

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Sustainability communication is a relatively new concept. Its roots can be found in a number of different discourses, such as environmental, risk and science communication. On the one hand these discourses show a number of similarities, for example a similar thematic focus and the central role of the media. There are however clear differences concerning their theoretical foundations, political reach and respective actors. This contribution argues that sustainability communication should be seen as an integrative approach uniting the core elements of a number of different communication perspectives.