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Environment Communication for Sustainable Development in Punjab, India

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Environment Communication for Sustainable Development in Punjab, India Journal of Content, Community & Communication Amity School of Communication Vol. 4 Year 2, Dec - 2016 Amity University, Madhya Pradesh (ISSN: 2395-7514) Environment Communication for Sustainable Development in Punjab, India Rubal Kanozia* Abstract In brief this study clearly focuses to explore the potential of communication strategies and approaches to enhance the environmental awareness. It is also the one of the area to explore the changing paradigm of environmental communication campaigns. But here is a basic question before the world is that to what extent we will continue to deteriorate our natural resources which lead to severe destruction of healthy life. To decrease this effect everyone has to understand or develop a common understanding towards environment problems to reduce its aggravated effects on the society. To achieve this millennium goal, media organizations have to play an important role in generating environmental literacy and to raise their level of understanding the impact of environmental issues on mankind. There are numbers of media channels, newspapers, and radio stations who directly or indirectly affects the human life, even their life styles, eating habits and their lives. The role of media is always remains questionable when it comes to social concerns. It is argued that maximum number of channels gives less importance to environmental issues and concerns. On the other hand newspapers still devotes their space for environmental issues, campaigns and various other activities. This paper is an attempt to understand the role of regional press, folk media and local dialect for the successful implementation of an environment conservation campaign. Keywords Environment Communication, Healthy Life, Strategies, Folk Media, Local Dialect. Introduction deeply connected to grassroots level and large numbers of people are associated with them The term environmental conservation movement (Burton, 2002, p 24). Due to their large members is a most notified movement of social awakening they have strong impact or influence onto them. among various nations. This term suggests the They need to govern them for environmental protection of natural resources. Sometime it is movements and to make campaign channelize for referred as green movements. It is varied logical, resurgence of healthy environment. Today, entire societal, and political awaken movement (Allen, world is facing the problem of environment 1999, p 68). In simple words, it is the key area of pollution. Environment degradation is a big environmental scholars and activists, who problem for all the nations. Millions of people strongly campaign, advocates effective suffer with the diseases which are rapidly management of natural resources, generate mass occurring due to the negligence of our consensus for the protection or rehabilitation of environment. There is no part of the world where dying resources. It is mass movement which the eco-system is pure as it was. (Arcury, 1990, p generates people’s participation to influence 32). policy matter and governmental decisions to favour environmental protection to provide them The degrading quality of Natural resources has a healthy environment. (Anderson, 1997, p 13) For adversely affected the quality of life. As a result, the fortification of humanity, conservation of the people are suffering with serious health hazards natural resources becomes much more important. (Cutter, S, 1996, p 157). Thus, it becomes As it directly affective the living conditions of the necessary to investigate worldly environment human being. In the service of humanity and issues of pollution. What’s being done on a betterment of mankind such movements played a worldwide level, and what one can do within the significant role. These movements are to community? propagate human rights, healthy environment Here’s the role of media is questioned, But what and health. Even these movements are is the need of the time? The need is to give the incorporated into history as well as religion. boost to an environment conservation movement These movements are represented by the various by the media and social/community welfare Non-Governmental Organizations. These are organizations. In this study researcher will try to Non-Governmental Organizations which are find out the use of communication tools for environment conservation movement in with the *Assistant Professor and Head, special reference to Holy River situated near Department of Journalism and Mass Communication, SultanPur Lodhi, a historical place of Sikhism. Kanya Maha Vidyalaya, Jalandhar This environment movement was initiated by 41 Religious Leader and Environmentalist Baba should be clearly defined (Defleur Melvin, 1991, p Balbir Singh Seechewal about fifteen years ago. 63) MEDIA, ENVIRONMENTAL AWARENESS COMMUNICATION AS AN ESSENCE OF AND SOCIAL CHANGE HUMAN LIFE The rapid growth of urbanization and Communication is an important element in the industrialization has created the imbalance. material of influence which leads to innovation Under the name of development man greedily and modernization of a society. Communication exploited natural resources indiscriminately to can enlarge the horizons, bring information about the maximum extent of the nature’s capacity for the experience of others, raise aspirations and self-stabilization. Pro-Industry and Pro- help to provide the motivation for improved Technology oriented lifestyle is causing great practices of social conditions (Uma Narula, 1994, income disparities. The unsustainable lifestyles of p 23). Communication is the essence of human the rich people are an environmental burden on life. One can-not imagine life without the the others who ironically are least responsible for communication process. Communication process the changes of climate. The changed lifestyle and is acknowledged as the mechanism which bounds increased Utilization of natural resources is also the society in the thread of relations and existence another major reason behind the increased (Kewal. J. Kumar, 2001, p 13). pollution. (BK. Jindal, et. al., 1997, p 292) “The definitions of communication, as the saying goes, The word environment is directly associated with are dime a dozen. Depending upon one’s perception and point of views, communication is: transmission of the health of living beings. Water and air both are information to elicit response; coordinating favorable acknowledged as most sacred sources of life on response between a person and an audience, sharing the earth. In India people used to worship plant information, an idea or an attitude, or ‘a meeting of and water sources as their deities. In Indian minds, a bringing about of a common set of symbols in scripture, Earth is considered as goddess mother. the mind of the participants- in short, an Water is acknowledged as a life saviour. Healthy understanding” (John C Merrill et. all, 1991, p 223) environment is also the basic human right of the people under Article-21 A life and liberty (Cutter, Communication process engages the others into S, 1996, p 23). Healthy environment is also talks. Then the persuasiveness nature of human considered as a symbol of prosperous life. But being arises. Thus the desired result of human these days environment is contaminated with communication is achieved as understanding pollution. Natural eco-balance is disturbed. between two and others (Joseph, R. Dominick, Polluted environmental condition leads to 1996, p 102). Communication is much discussed adverse conditions of life. As a result society is arena in this world. It comprises many suffering with a low quality of life. Environment experiences, activities and trials which contains pollution is considered as a major challenge to numerous meanings in it (Noam Chomsky, 1998, obtain sustainable growth among developing, p 94). developed and underdeveloped society. Many The impact of the communication message is scholars believed that rapid growth in always depend upon the three parameters; population, urbanization and industrialization credibility of the source, effectiveness of the adversely affected the environment layer. Thus, medium and understanding and acceptability of Environmental concerns are considered as the top the message (Uma Narula, 1994, p 37). In the priority agenda of the government, non- same way communication strategies are a plan to governmental organizations, corporate and diffuse the information on a particular issue with community (Ernest, J, 1993, p 07). a defined goal. Hence this goal is to communicate To achieve the goal of sustainable environment, a effectively about a message for a product, service positive and realistic planning is needed. That or a message for social change. Communication is can only be achieved by generating awareness always purposeful and communication strategies among masses. Thus, environment studies are work always with defined key messages (CS based on interdisciplinary approach. The major Raydu, 2011, p 33). There is always a defined concerns of the most of the environmental system to obtain feedback from the receiver scholars are to how to save natural resources from (V.S.Gupta, 2001, p 76). It is also to understand the pollutions (Dobson, K, 1997, p 45). The rise in that how developed content will affect the media the pollution is the matter of concern among campaign. There is also need to define the media many prominent scholars; hence they are and various other approaches to be followed. concerned with what we have done and what we Focus on the audience to whom
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