Around 50 % of the public today have that abstractly humanistic predisposition towards environmental issues - they are conscious of impending danger and negative trends; they take an interest in specific environmental events; they are open to information and environmental issues and declare themselves ready to get personally involved if need be.

Another 25 % are tolerant of those sympathetic to environmental issues but stay away themselves. Were the economic and social situation more stable these people could rather stick with the other group, the ones who are ready to symathise and get involved.

About 20 % not only stay away from environmental issues but also are aggressively anti-environmentally-minded. They either outspokenly scoff at eco-activists or even go as far as to accuse them of using environmental issues for personal advancement.

The general picture of our data shows that the people who get personally involved in eco-activities represent 1-2 % of the active population.

Another 17 % know of some eco-activists among the people they meet.

The multi-indicator crosstables disclose that the contingent of activists, together with the people who can potentially become active and get involved in specific actions, runs from 2 to 5 %. Probably another 5 % would hardly ever get involved in practice but would at least be supportive of environmental initiatives and the people who implement them.

Over 80 % of people today never stop to think about any environmental activities or activists; nor do they know people who get actively involved in such activities. At least one third of these people do not even stop to consider information on environmental risks and problems.

As few as 10 % of the interviewees have a definite recollection of a specific programme on radio or TV or the information presented there. Most often they do not tend to recall what they've seen/heard as specific or having any plot whatsoever; they only remember what has been said i.e. problems identified tend to be retained in the mind but not content.

(Note: the research has been carried out before the Kosovo war started i.e. in a regular situation in terms of moulding mass media impact.

The issue under consideration goes to show that the mass media do not consider nature and environmental risks as food for thought on a regular basis through attractive films and programmes. The mass media consider environmental problems as of marginal importance; in other words these problems serve the purpose of filling gaps in the TV programmes and they have not been defined as a separate thematic subject. Thus, environmental issues are deprived of another dimension, namely, the political one, in as much as they are a criterion for the efficiency and future-orientation of social government.

Of course, there is the other side of the coin as regards environmental issues too - the environmental associations do not provoke the media enough; they do not pay enough attention to self-promotion; they even underestimate the need to work regularly with journalists and form their own lobby among them.

The media vacuum raises at least several issues.
1. The political environmental associations do not have a consistent vision to present to the public that focuses on problems.
2. Non-governmental environmental associations too are not regularly exposed in the mass media and in this sense their actions and achievements are not only restricted to the closed circle of eco-activists but also there is no effective mechanism as yet for attracting people's sympathy and encouraging them to commit themselves to the environmental protection cause.
3. Environmental issues have almost sunk into oblivion in the mind of the public, pushed further and further back by the acute problems related to the aggravated economic crisis, the general impoverishment of the population, the lack of stability as regards employment status and incomes, and the ever-mounting stress in the daily routines of most people today.

In consequence, it is clear environmental issues have lost both their political motivation power and their moral power in the ordinary life of people. In this context, moral power means that people relate themselves to a certain lifestyle where care for the quality of life, prevention of environment pollution and keeping the balance and harmony in nature rank high.