On January 26, 2026, the European Media for Future project held its second online webinar, establishing itself as an important forum for reflection and discussion on the role of the media in communicating climate change.
Organized by the University of Aveiro, the event brought together 25 international participants and fostered an interdisciplinary debate between science, journalism, and communication.
Climate communication: between science, media, and human behavior
The second Media for Future webinar focused on the critical role of climate communication at the intersection of science, media, and human behavior. The event adopted an integrated approach, emphasizing environmental sustainability as the scientific foundation of climate narratives, the role of scientific and journalistic communication in translating knowledge for the public, and the influence of human behavior and emotional intelligence on how climate information is received and acted upon.
Discussions addressed two key questions: how the media can raise environmental awareness and promote social responsibility, and how human behavior shapes the interpretation and impact of climate information. Expert contributions from Engineer Paula Nunes da Silva and Dr. Sujata Gupta Kedar underscored the need to align scientific rigor with empathetic, human-centered communication strategies.
Key takeaways from the debate:
The webinar identified a set of key ideas for the future of climate communication. Key takeaways highlighted the importance of clear, accessible, and evidence-based communication, the strategic role of the media in promoting sustainable behaviors, and the need for action-oriented approaches that transform knowledge into concrete change.
One of the strongest messages from the discussion was clear: information alone does not drive change — communication must connect with people’s emotions, values and everyday realities. Core ideas emerging from the discussion included:
- Effective climate communication must be clear, accessible, and grounded in scientific evidence, while remaining meaningful and relevant to diverse audiences;
- The media play a crucial role in shaping public awareness and encouraging more sustainable attitudes and behaviours;
- The impact of communication depends not only on what is said, but also on how it is conveyed, including emotional, cultural and contextual dimensions.
- It is essential to develop action-oriented strategies capable of transforming knowledge into concrete change.
This second webinar reinforced Media for Future’s role as a catalyst for more effective, collaborative, and socially impactful climate communication. The event contributed not only to knowledge sharing but also to strengthening networks among experts and stakeholders.
To learn more about the speakers:
Paula Nunes da Silva is an environmental engineer and a recognised expert in environmental communication in Portugal. She is actively involved in initiatives such as the ‘Criar Bosques’ project at QUERCUS and has extensive experience in media engagement. In the webinar, she contributed a practical perspective on how scientific knowledge can be effectively communicated to the public, highlighting the role of media in shaping awareness and engagement with climate issues.
Dr Sujata Gupta Kedar is a developmental psychologist and academic with expertise in human behaviour, emotional intelligence and learning processes. Her work focuses on how individuals and communities perceive information and develop capacities for engagement and change. In this session, she provided insights into how behavioural and emotional factors influence the interpretation of climate messages and their impact on attitudes and actions.
Together, the perspectives of these experts link environmental science and conservation with human development, education and behaviour, highlighting how the media can effectively support both awareness-raising and action on climate change — which is the focus of the Media for the Future project.
The recording from the webinar will be available soon.