Chapter 1: Fundamentals on Climate Change Communication 3/9

The communication challenge of our century 

As stated by Manuel Castells in his book “Communication power” (2013)

“The most important communication transformation in recent years has been the shift of mass communication to mass-self communication, mass-self communication being the process of interactive communication that can potentially reach a mass audience, but in which the production of the message is self-generated, the retrieval of messages is self-directed, and the reception and remixing of content from electronic communication network is self-selected”.