Treehugging 2.0: Powerful Niche Media in the Battle for a Better Future?

Download or read book Treehugging 2.0: Powerful Niche Media in the Battle for a Better Future? written by Karin Dalhues and published by Anchor Academic Publishing (aap_verlag). This book was released on 2014-02-01 with total page 74 pages. Available in PDF, EPUB and Kindle. Book excerpt: The internet has become a powerful tool to mobilize audiences and spread information quickly. This book looks at environmental blogs in Germany and the UK, and compares their approaches to make their message heard. In particular, the study compares structural features of the blogs such as the length of entries or the number of comments that the blog posts earn but, it also looks at the bigger picture: how significant is the environmental blogosphere for the media landscape? Are these blogs able to motivate their readers to take action? This book attempts to explain the similarities and differences between UK and German green bloggers that are rooted in the particular development of the environmental movement, and formed by culture. Due to the fast pace that the internet develops at, this book must be regarded as a snapshot of the blogosphere in the year of 2011 which enables the reader to draw conclusions on the further development that the internet has taken up to the present moment.