From Millennium Development Goals to Sustainable Development Goals: Transforming development communication to sustainability communication

Abstract

At the highest international political level, the United Nations declared the Sustainable Development Goals (SDGs) in 2015 after having announced (and later not fulfilled) the Millennium Development Goals (MDGs) in 2000. This shift from the MDGs to the SDGs, in which the term development was replaced by the concept of sustainability, also demands a paradigm shift within the research field of development communication and communication for social change which needs to put the focus on sustainability, embracing the concept of sustainability communication as key when analyzing and practicing social change by the use of communication and media. The article unfolds this argument by explaining the political shift from the MDGs to the SDGs and the relevant research fields analyzing these different goals and then sketching the research areas of development communication and communication for social change as well as the one of sustainability communication. In bringing all these areas together, it is argued that the change of the political goals provokes the above mentioned paradigm shift in the research area of development communication. Transforming development communication into sustainability communication also allows to focus the broad term of communication for social change on a specific aim – which is sustainability.