Media's key role in a just transition

The concept of a just transition underscores the critical necessity for an equitable and inclusive shift from an economy centred around fossil fuels to one grounded in environmental sustainability and social equity. Particularly in the context of Bosnia and Herzegovina, as well as the broader Western Balkan region with a historical dependence on traditional industries, the idea of a just transition serves as a guiding light toward a more sustainable and environmentally friendly future.

Shaping reality: Media's crucial influence

The role of the media in a just transition, as well as in reporting on the environment and climate change, is crucial in shaping public perception, influencing political decisions, and fostering social awareness and changes.

Therefore, it's clear that how environmental topics are presented in the media significantly influences how people perceive and respond to environmental challenges, ultimately shaping societal values towards sustainability.

Challenges in media reporting on just transition in Bosnia and Herzegovina

To ensure timely and accurate media reporting on the topic of a just transition we need effective communication and cooperation among the media, governmental, and non-governmental sectors. However, in the context of Bosnia and Herzegovina, there remains a lack of ongoing collaboration between the media and the non-governmental sector.

Mirza Kušljagić, professor at the Faculty of Electrical Engineering at the University of Tuzla and president of the managing board of the think-tank ReSET (Sustainable Energy Transition Center) explains: “Cooperation with the media is sporadic and usually occurs when the media requires a statement regarding current topics. Systematic cooperation on the strategic aspects of the transition, which ReSET has initiated several times, has unfortunately been absent. One reason is the generally insufficient interest of the media in the complex topics of energy transition, which are mostly not relevant on a daily basis. Consequently, editors occasionally assign journalists to cover specific topics in this area (e.g., the topicality and justification of the construction of natural gas supply routes)."

Mirza Kušljagić, professor at the Faculty of Electrical Engineering at the University of Tuzla and president of the managing board of the think-tank ReSET. Photo: Sarajevo Energy&Climate Week.

Kušljagić adds that based on ReSETs experience trying to work with the media over the past four years, media coverage in Bosnia and Herzegovina lacks continuity, except in the case of the BHT show "Zelena energija", and mainly focuses on micro-aspects of the transition. "Reporting on the macro aspects of the transition, which requires a multidisciplinary approach, especially as a key component of the ongoing industrial revolution and the backbone of the EU's development (EU Green Plan), is insufficient," notes Kušljagić.

Our interviewee concludes that media reporting primarily focuses on problems without highlighting essential opportunities and possibilities for solving challenges: "Since the topic of just transition is still not the focus of interest for political actors, it is not surprising that the media continuously doesn’t cover it. The biggest challenge for the media is that representatives of competent institutions usually do not respond to their inquiries, making it difficult to conduct reasoned and critical discussions through the media, especially on key issues of the transition (e.g., it is incredible that there is no debate of expert and political views related to the adoption of the National Energy and Climate Plan)."

Semir Hambo, editor of the most-read BH portal Klix.ba, confirms that the media often face a lack of timely information when reporting on just transition, the environment, and climate change. "The most common challenges are the availability of accurate information, the openness of institutions to discuss these topics specifically, and the timely provision of information," says Hambo.

Semir Hambo, editor of the most-read BH portal Klix.ba. Photo: LinkedIn.

Nevertheless, the environment and climate change are among the more prevalent topics on the Klix.ba portal. "Our journalists cover these topics from a global to a local level. Texts about environmental protection are frequently present in the context of energy and the transition to green energy, where Bosnia and Herzegovina still lags behind. The media should have unimpeded access to information, particularly regarding the involvement of institutions in the transition process, whether it concerns energy issues, environmental protection, and the like. These topics undoubtedly raise many important questions, for which BH institutions are unprepared or lack the courage to clearly answer how they act or plan to act on a certain issue. This deepens suspicion and limits the space for the media to follow the topic," Hambo explains.

The editor of Klix.ba adds that BH media plays an extremely important role in shaping public opinion and political decisions related to ecological sustainability and a just transition: "Primarily, the media channels are the bearers of the story and are the first sources of information for citizens."

Opportunities for improvement

The reality is that there are very few journalists in BiH who specialize in reporting on specific topics. Most newsrooms are small, and the space and time available for editors and journalists to dedicate themselves to in-depth research on a single topic is often limited.

However, numerous opportunities exist to enhance reporting on just transition, the environment, and climate change:

• Establishing a comprehensive database of sources and literature to aid reporting.
• Strengthening cooperation between the media, governmental and non-governmental sectors.
• Building a reliable network of informants with specific expertise.
• Providing accessible explanations of technical terms in the energy field.
• Offering expert assistance in data interpretation and analysis.
• Ensuring regular input from energy transition and environmental protection experts on significant events.
• Showcasing concrete examples of the impact of energy transition on local communities.
• Conducting educational programs for journalists to enhance their understanding.
• Emphasizing the benefits of energy transition for citizens, including improvements in quality of life and economic prospects.

By capitalizing on these opportunities, media outlets can foster informed public discourse and contribute significantly to the realization of a just transition towards a sustainable future.