It’s this internal struggle that drove researchers Dr. Awni Etaywe and Dr. Jennifer Pinkerton to craft a new form of reporting. Their ultimate mission is to motivate activism on critical environmental challenges. They refer to their methods as Positive Environmental Journalism (PEJ). It focuses on positive themes of care, connection, shared values and potential and avoids inciting fear-based, doomsday approaches. Our research compared 30 digital news stories produced by organisations such as ABC News Online, Guardian Australia and News.com.au. It demonstrates that there’s no better time for reporters to call for an urgent shift in how the media covers climate challenges.
Dr. Etaywe, a lecturer in Linguistics at Charles Darwin University (CDU), noted that constant exposure to hopeless narratives can lead to disengagement among audiences. He believes that by fostering a sense of possibility and shared responsibility, PEJ can effectively motivate individuals to take action in addressing environmental issues. Dr. Pinkerton is a lecturer in Media and Journalism at CDU. He hopes PEJ can help orient readers to engage more meaningfully with environmental journalism.
The researchers presented their findings in the paper titled “Building bonds and reader engagement through positive environmental journalism in Australia,” which received the Top Paper Award at the International Environmental Communication Association’s biennial Conference on Communication and Environment (COCE 2025).
The Need for Narrative Change
The study conducted by Dr. Etaywe and Dr. Pinkerton underscores the pressing need for a deliberate narrative shift in climate and environmental reporting. The doom and gloom alarmist framing risks making audiences tired and turned off—all while failing to spark the urgent action needed. Dr. Etaywe highlighted the importance of media practitioners to understand how their stories shape the public’s view and what might motivate them to act.
To do this, the researchers examined the coverage from established news outlets. They found trends in narrative and reporting style that positively or negatively impacted community engagement. They argue that a shift toward PEJ can foster a more constructive dialogue surrounding environmental challenges, ultimately leading to increased reader involvement.
Dr. Pinkerton further illustrated the need for the storytelling goodness of care and shared values. That’s how he thinks journalists can help create a more positive narrative. This unique approach not only helps educate the public and inspire them to move, but to start making moves for nature. It motivates people to take big steps on environmental issues.
Practical Tools for Journalists
Dr. Etaywe and Dr. Pinkerton’s research offers practical tools for journalists around the world who wish to incorporate PEJ into their work. These tools provide powerful methods to help you find stories that really connect with people. They offer up some great strategies for showcasing the tangible benefits that come from working together.
The researchers additionally call for more education and training for journalists to prepare them to embrace this new approach to reporting. They believe that equipping reporters with the skills necessary to frame environmental stories positively will lead to better engagement with readers.
Climate change and other environmental crises are more pressing than ever. Adopting a PEJ framework will go a long way towards producing more informed citizens and more proactive communities.
Recognition and Future Implications
Dr. Etaywe and Dr. Pinkerton’s research was awarded as the Best Abstract at the COCE 2025 conference for their presentation. This further underscores the importance of creative strategies in environmental communications. Their findings ring true with many Americans looking for a new tone and direction – away from divisive conflict and towards productive collaboration – on climate.