Representation of environmental awareness communication campaigns : case of the Environmental Management Agency

Abstract

The research focused on The Environmental Management Agency (EMA)’s representation of environmental awareness communication campaigns. It seeks to explore the different discourses, signs and symbols employed by EMA to generate awareness as well as to achieve its objectives. The research made a case of EMA to reveal how the media represents the organisation’s communication campaigns. The research was guided by the representation theory, development communication theory and the agenda setting theory to guide and see if EMA was able to achieve its mandate thus to ensure protection of the environment with stakeholder participation. The researcher used multiple messages through qualitative method. The methods employed by the researcher include in-depth interviews, participant observation, purposive sampling and archival research. The study came to an assumption that EMA need to give enough attention to all environmental issues including air and water pollution not only focusing much on waste management. The necessity for new strategies to ensure sustainable utilization of natural resources was admissible.