We all do it. Your mom tells you to clean your room, or take out the trash. You say, “Yeah, I’ll get to that,” then promptly forget to do so. She tells you again; you agree again. Eventually you stop actually listening to her. “Yeah, yeah, OK.” The problem is that we apply these same habits when it comes to bigger problems and the stakes are higher than a tongue lashing or grounding.
Climate change, police brutality, student debt, wealth distribution… these are all big issues that are confronting our world today, each of which has disastrous consequences for our present and future. How many times have you heard about them recently? How many articles, pictures and petitions have you seen go by on your Facebook feed? Now be honest: do you actually read or pay attention to each of these? When someone gives the rallying cry of “We are the 99%,” does it still bring your blood to a boil the same way that it did when you first heard that 1% of the world’s population? Or do you roll your eyes and say, “We already knew that”?
The media does the same thing. As a pr professional, I see it more keenly because I’m constantly trying to get outlets interested in certain stories. When you’re dealing with an ongoing issue – even when it’s important, affects a lot of people and has a heart-rending human element to it – after a while, the reporters get sick of covering it. They want to know what’s new. It’s called news, after all.
Pretty soon, the message that climate change is happening, the ice caps are melting and we need to take immediate action starts to sound an awful lot like the notices you get that your subscription to such and such service is expiring and you must “Act Now.” This is dangerous on a lot of levels. While it’s true that out of sight is out of mind, the converse seems to be the case as well; the over-coverage makes these issues nothing more than background noise. Of course we care, but much in the same way that we are more likely to donate money at the onset of a natural disaster than later on in the recovery process, our impetus to act fades away. And yet, in order to make an actual difference, we need to hold on to our outrage and remind ourselves that we need to do something about these issues and it has to be more than once.