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The BBC World Service Trust is the BBC's international development charity. It uses the creative power of media to reduce poverty and promote human rights.
The British Council is the UK's international organisation for cultural relations and educational opportunities. As well as education, it runs programmes in the arts, science, sport, governance and English language.
Ethiopia Talks Climate
What do people think about climate change in Ethiopia? Can communication and media strategies be tailored to support Ethiopia's response to climate change?
In May and June 2009, the BBC World Service Trust conducted research in Ethiopia to gauge public understanding of climate change.
The research consisted of 16 focus group discussions with Ethiopian citizens, as well as 18 in-depth interviews with opinion leaders from government, religious institutions, the private sector, the media and civil society.
Findings included:
Drought and extreme weather are causing frustration across Ethiopia. Farmers and pastoralists in particular say they are struggling to survive.
Most Ethiopians are not aware of the concepts of climate change and global warming. They believe the term ‘climate change’ refers to changes in the weather or seasons, and most have no knowledge of its global context or the greenhouse effect.
Ethiopians draw heavily on their beliefs and existing knowledge to explain changes in the weather and their environment. Many, particularly in rural areas, believe that god is ultimately responsible for the changes they’ve experienced, and feel that there is little they can do to respond. Ethiopians need more information about the causes of climate change and how its long-term impacts will affect their lives.
The language of climate change is insufficient for most Ethiopians to understand the issue. Climate change terminology is poorly understood and does not have standard translations in Amharic, Oromiffa and other local languages. This prevents people from having a voice on the issue.
Struggling with droughts, floods and the pressures put on land and infrastructure by a rising population, most Ethiopians feel that there is little they can do individually or collectively to improve the conditions of their local environment. They say they lack information and resources that would enable them to cope more effectively.
Local leaders are well positioned to take action on climate change adaptation in their communities, both because of their proximity to the local populations and their understanding of environmental issues; however they tend to be the least informed, among opinion leaders, about climate change and its long-term impacts.
Given the importance of religion in Ethiopia, religious leaders are in a unique position to promote engagement with climate change while addressing people’s reluctance to attribute changes in the weather to human activity.
Many Ethiopians familiar with climate change learned about it through the media. Despite this, media representatives recognise that the public understanding of climate change is limited and that the media needs to do more to engage the Ethiopians most affected by its impacts.