The Balance Knowledge Management Model – an Approach to Anchor Sustainability in Mass Media by the Web Based Tool B°CON

Abstract

The research project “balance – sustainability goes mass media” examines, how the admittingness of the concept of sustainable development can be increased in a huge part of the population by placing it in mass media: how can the average consumer inhibitions against a sustainable lifestyle and management be overcome? As major instrument to the transfer of sustainability topics made of science, economics and society into mass media, a knowledge pool was conceived and implemented in shape of a web-based content database. The database B°CON fulfils the function of content providing and represents a platform, on which experts from the sustainability community and representatives of the mass media can come together on a virtual information market, and exchange their knowledge.