Based on the observation that the behaviors presented in films and series influence those of viewers, the Quebec Council for Eco-responsible Events (CQEER) of the Network of Women in the Environment maintains that the fact of repeatedly seeing gestures on screen harmful to the protection of the environment may encourage the public to reproduce them or continue to trivialize them.
Posted at 9:00 a.m.
We decided to conduct a short analysis of the most watched episodes of Quebec fiction to quantify the presence of various behaviors and eco-gestures on screen. Today, October 12, the report is launched and a presentation of the results will be made to the Quebec audiovisual industry.
In a context where extreme climatic events are on the rise and significant collective action is required, the CQEER carried out this project with the aim of opening a dialogue with the audiovisual industry, whose power of influence is undeniable.
All stakeholders are welcome to open a dialogue on this issue. The presence of environmental issues should concern us, as should the place of women of all ages and of all diversity on screen.
Whether consciously or not, many gestures made on screen perpetuate behaviors that go against environmental and climate action or marginalize it, even though it is increasingly common in society. It is increasingly important to standardize the proper sorting of residual materials, to use active transport (thanks to the series Pet for the highlighting of the bike!) and even to include characters with environmental values (thanks for the characters of Gladys and Chloe in 5e rank).
For example, we noticed that the vehicles of the protagonists are often too big or too polluting compared to the real needs related to the scenario. Solo car use is over-represented there compared to other modes of transport. The residual materials that must be disposed of not being discarded on the screen contribute to the feeling that the materials disappear like magic! It is observed that in other cases, they have been put in the trash, although they are recyclable or compostable. Water waste and contamination are not very present on our screens, at least in the series we have watched and that’s good! Finally, meals containing red meat are much more present on the screen than meals with vegetable proteins.
On the contrary, it would be necessary to trivialize and bring the social norm towards eco and socio-responsible behavior.
We have also been able to see recently in The Press that Équiterre is interested in SUV advertising1 which has a great influence on purchases.
Indeed, a report launched by Équiterre highlights the influence of automobile advertising, including that promoting gas-guzzling vehicles, which moreover made up 79.9% of new personal vehicles sold in 2020: a sad record for nearly of a decade. Our message goes in the same direction.
We recommend further analyzing the intended on-screen representation of certain key behaviors in reducing the environmental footprint of our lifestyles. We believe that by talking about these issues, a new balance can be achieved while respecting both production needs and current environmental and climatic imperatives. We want our environmentalist hearts to stop bleeding at the sight of the waste of our non-renewable resources. Let’s join forces in the hope of starting a dialogue on the representation of eco-gestures on screen.