Keywords: sustainability communication, sustainable lifestyles, entertainment education strategy, drama series, effect research, collaboration research, mass mediated storytelling, climate change, media ethics, environmental sustainability, sustainable development, mass media, public good, ethical considerations
Entertainment–education: storytelling for the greater, greener good
Can mass–mediated storytelling inspire sustainable practices for the greater public good? Can positive media models be portrayed that uphold sustainability principles? These are challenging questions for the transdisciplinary field of sustainability communication. The present article argues that the Entertainment–Education (E–E) communication strategy represents an engaging and innovative approach in sustainability communication. We note the urgent need for more sustainable lifestyles and highlight the role which the E–E strategy can play in this public endeavour. We describe the E–E strategy and its theoretical foundations, including E–E effects and collaboration research. In addition, we provide examples of several E–E interventions for sustainability. We conclude by raising ethical considerations and the implications that E–E holds for the greater, greener public good.