Role of Media and Management Towards Sustainability

Authors:

Swati Jain (Manav Rachna International University, Faridabad)

Pushpa C. Tomar (Manav Rachna International University, Faridabad)

Keywords: Sustainable, consciousness, democratization, decentralization

Abstract:

This explores the role of media and management can play in contributing to a sustainable development. Sustainable development strives to achieve economic development that can be maintained well into the future and for all human beings. Since 1987 the term has seen a mass distribution and popularization to the extent that now practically every nation has adopted sustainable development as one of the official policy objectives. Global change requires joint action. The media, an information society, has the dual role of informing the general public of policies, development and current affairs especially those affecting them directly. The media is seen as a vital two –way tool, providing information from top to the grassroots and allowing their views ideas and opinions to filter back up to the policy maker. As it is said ‘whosever controls the media controls the mind’. Increase democratization and decentralization are supportive factors which enable people to effectuate behavioral changes through provision of information needed for consciousness-raising and awareness-raising and through better communication with policy makers at all levels of government. The mass media, especially the radio are seen as the most cost effective way of providing information and a voice to all members of society including the marginable sections. The International Conference on Education for a sustainable future, the media has an important role in fostering debate, influencing public opinion and encouraging people to make behavioral changes towards sustainability. The United Nations Education, Scientific and Cultural Organization (UNESCO) invites all electronic and print media organization as it feels that media influence and shape public opinion. It also seeks to contribute to media awareness and understanding of sustainability, as outlined by Agenda 21 Plan of Action for all nation endorsed at 1992 Earth Summit in Rio de Janerio.

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