Embedding Sustainability in Film and Television Industries: Framing Practices and Narratives for Strategic Sustainability Communication

This chapter aims to discuss how film and television industries can support and enhance sustainability, specifically highlighting the functions of strategic sustainability communication (SSC). Many scholars and experts have examined the role of screen media narratives and communication in representing and raising awareness of environmental challenges. Some of this research looked at the potential of film and television industries to stimulate critical inquiries and behavioural change through sustainability narratives. Following this line of inquiry, this chapter firstly provides a brief overview of the intersection between environmental concerns and audiovisual narratives through the lens of SSC. The chapter shows that one of the main issues for SSC within the film and television industries involves nurturing a public sustainability mindset throughout the sector, particularly as it pertains to corporate social responsibility (CSR) communications. Subsequently, the chapter delves into the representation of sustainability, exploring the embedding of energy transition issues within two European TV series: the Norwegian Okkupert and the Italian Imma Tataranni - Sostituto procuratore, focusing on negotiations and interlinkages of such narratives with traditional institutions, including public service broadcasters.