Green Shooting: Media Sustainability, A New Trend

Abstract

Research on media sustainability has a long tradition of criticising climate change and environmental issues, mainly through content, and while it is important to do so, it seems that the sector is oblivious to the impact that it itself generates. Moreover, sustainability is often (and wrongly) only related to environmental impact, and very little research exists on how the audio-visual sector can be sustainable not only from an environmental standpoint, but also from a socio-cultural and economic one. This article constitutes a relatively new area that has emerged from the notion of Green Shooting, a term used to describe all the practices ranging from the pre-production, production and post-production to the publicising of an audio-visual product: Documentary, television series (including those of streaming platforms), videogame, film, festival or an advertisement. There has been little previous evidence of an academic article that brings together all the practices that several companies and initiatives worldwide have already implemented as emerging solutions to mitigate their impact, including new roles such as eco-assistant. The authors aim to develop an overarching theoretical framework of what already exists in the practical field, and make it available to the academic community.