Moving toward communication solutions for sustainable innovation: building climate change in the media

Climate change, global warming and sustainability are concepts on the agenda of the media, reflecting relect preocupations and alerts based on a scientific consensus. Nevertheless, the reflections of the information about these aspects reveal deficiency in the constructivist techniques of journalism, moreover things that have to do with politicsm econocmic and cultural interest. This article has to do with the evolution and tendencies of the informative flow in relation to climatic change as well as dissonances beween scientific and media messages. It also has to do with the growing interest of the communication studies, especially in the Anglo-Saxon world, about the environmental crisis up to the point to suggest the development of a flowing oriented to journalistic communication and sustainable innovation.