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18|RadosławSajna-Kunowsky
environmentalpolicy:localmediaatthelocallevel,nationalmediaatthe
nationallevel,andglobalmediaonaglobalscale.
Oneofthebestexamplesofpromotionofenvironmentalproblems
bythemediaonaglobalscalewastheopeningceremonyoftheSummer
OlympicsinRiodeJaneiroin2016.24yearsafertheEarthSummitinRio,
theBraziliancityhostedthismegasportevent,broadcasttoeverycorner
oftheplanet,andwatchedbyseveralbillionpeoplearoundtheworld.
uGreen”images(includinggreenOlympicringsoragreenpeacesymbol)
andugreen”speechesfromtheopeningceremonyoftheGames,which
tookplaceinthemostbiodiversecountryintheworld(withAmazonian
forestcalleduLungsoftheEarth”),werecommunicatedtotheglobalaudi-
encethroughthemediafromallcontinents.Nevertheless,notallmedia
emphasizedtheugreen”messageoftheceremony(Sajna,2018).
Onlineactivistsandenvironmentalpolicy
BetweentheEarthSummitinRio(1992)andtheSummerOlympicsin
Rio(2016),themediaenvironmenthadchangeddramatically.In1992,the
Internetwasstillintheinitialphase,withtheWorldWideWebinplace,but
withoutGoogle,YouTube,Amazon,Wikipedia,Facebook,Twitter,other
socialmediaandsoon.Incontrast,in2016,overhalfoftheworld’spop-
ulationwasusingtheInternet.Herein,growthin2000-2018amountedto
over1000percentonaglobalscale.TeInternethas,hence,evolvedfrom
aninterconnectedinformationbase,toauser-generatedcontentcyber-
space:aplatformfornew,virtualsociallife.Inthiseverexpandingspace,
manynewonlineactivistsappear,andtheparadigmofmasscommunica-
tiongiveswaytothenewcommunicationparadigm,whichIcalluquantum
communication”
,becauseofthenew,chaotic(notascontrolledasbefore)
realityofdisseminationofinformation(Sajna,2013,pp.88-93).
TankstotheInternet,analternativepublicsphereofenvironmental
communicationhasdeveloped,withenvironmentalblogosphereormany
onlinenewsservices,andprofessionalsocietiesforenvironmentaljour-
nalistshavingappeared(Cox,2010,pp.167-173).Moreover,onlineactiv-
istsforenvironmentalprotectionhavebeguntoinfluencethenewpublic
sphere.Withregardtothis,theeditorsofthebookuGlobalActivism,Global
Media”(2005),intheIntroductionhavestated:
uAlthoughbothcontemporaryactivismandmassmediacanbetraced
backoverahalf-centuryormore,theyeachhavedistinctivesignificancein
