Globalisation, Activism & Digital Media

About Earth Hour

60 minutes of the event that focuses on the impacts and take on positive actions to address global climate issues.

WWF started in Australia in 2007 to raise awareness about global climate change

About Earth Hour

2007 (Sydney, Australia): 2.2 million

2012 (Worldwide): 152 countries, 7 Continents, 1.8billion people

About Earth Hour

Google, Twitter, YouTube and Facebook

Major television channels across the world such as The Oprah Winfrey Show (US), CNN (US), Discovery Channel (Philippines) .The National Geographic Channel even suspended broadcast during the Earth Hour

Marshall McLuhan

“We have extended our central nervous system in a global embrace, abolishing both space and time as far as our planet is concerned.” (Understanding the media)

The internet functions as a vast extension of our abilities, as a long distance ear and eyes, and then as far reaching hands and loudspeaking voices.

The theory positions itself around the involvement and inclusion of all mankind

Global VillageThe Gutenberg Galaxy, 1962

Earth Hour 2012. Serge Orru, General Director of French WWF branch, Isabelle Autissier, President of French WWF branch and Denis Baupin, Deputy Mayor of Paris work the lights of the Eiffel Tower during Earth Hour on March 31, 2012 in Paris.

Earth Hour & Global Village

The extension effect of this central nervous system - made up of rapidly developing communication technology - is evident in the way Earth Hour has been adopted by countries and cities worldwide.

(This exemplifies the extension effect of how a movement in Sydney gained momentum worldwide and became a following since its inception in 2007)

Movement of extended senses (far reaching hands, loudspeaking voices, long distance ears and ears.) Organisers: Allowed them to talk to people everywhere and to tell them what the campaign is all about and what the campaign seeks to do. Receiver: Allowed them to hear what the organisers were trying to tell them and what the campaign symbolises.

In essence, the theory of global village holds true with regards to earth hour; it involved anyone (whether they wanted to be part of it or not), it included any country willing to be part of it and it made people realise how their actions - both with regards to environmental awareness and doing their part in the campaign, would have an impact on the environment.

Role of Internet in earth hour

Earth Hour 2012. The Chillon Castle, Chateau de Chillon, in Veytaux, near Montreux and the Lake of Geneva, Switzerland on March 31, 2012.

Anthropologist Stephen Bede Scharper described Earth Hour as the “first globalised ritual”.

EARTH HOUR AROUND THE WORLD

5 countries from all seven continents picked up Earth Hour's practice during the campaign’s second year. Other than the design aspect, the trademark owners (WWF, Fairfax Media and Leo Burnett) retain almost no control over the way the brand is used, how it is advertised or how endorsements are picked.

earth hour First globalized ritual

Earth Hour 2012. The Great Wall at Badaling on March 31, 2012 in Beijing. About 124 Chinese cities joined the WWF worldwide initiative Earth Hour.

Switching off non-essential lights and switching off the lights of landmarks such as the Sydney Opera House, the Empire State Building, the Wat Arun Temple and the Forbidden City.

Pieterse’s theory of globalisation as hybridisation is clearly illustrated in the aspect that although the movement is global, different countries and cultures took that globalised practise and celebrated it in their own ways.

Earth hour Celebrations

Earth Hour 2012. St. Peter's Basilica in Rome on March 31, 2012.

Globalisation, Activism & Digital Media