role of media in environmental awereness

8/8/2019 Role of Media in Environmental Awereness

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Role of media in environmental awereness

1. ENVIRONMENTAL EDUCATION AND TRAINING

CONCLUSION:

The different sets of studies have share that how the Centre for Science and Environment

through its publication 'Down To Earth' have tried their best to bring complex but

important issues into limelight. The coverage has raised furores among many. Startingfrom ministers to bureaucrats to big fundamentalist, everybody is looking forward to the

issues raised by the magazine. The publication has not only susucceded in bringing issues

which were considered non-important in the popular parlance have gained importanceand popularity overnight. Thus we can say with confidence that the magazine has served

its purpose well. One can only hope that more and more publications of this kind must

care forward and spread the awareness regarding environmental issues among a vastarray of concerned citizens. Thus media has performed its part with much interest and

enthusiasm as well as with great precision. Long live the enthusiasm, long live the quest

for excellence.

Conclusion

If you plan for one year, plan rice, if you plan for ten years plant trees , and if

you plan for hundred years educate people. So if we want to save our mother earth wehave to make our man king flourish, there is a strong need to conserve our natural

recourses and make judicious use of them. We must think earth as a habitat, not of today

but of distant tomorrow where there will be place and means for every being alive. Thepreservation and conservation of environmental heritage is our sacred duty. All of usliving on this planet, whether rich or poor, industrialist or workman, farmers or labourers,

office goers or house wife, VIP or common men, as individuals or groups, are responsible

for the present dismal state of our environment and each one of us has to contributetowards its rehabilitation, preservation and conservation

Explanation and presentation

1. All media are constructionThe media do not present simple reflections of external reality. Rather, they presentcarefully crafted constructions that reflect many decisions and result from many

determining factors. Media Literacy works towards deconstructing these constructions,

taking them apart to show how they are made.

2. The media construct reality

The media are responsible for the majority of the observations and experiences from


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which we build up our personal understandings of the world and how it works. Much of

our view of reality is based on media messages that have been pre-constructed and have

attitudes, interpretations and conclusions already built in. The media, to a great extent,give us our sense of reality.

3. Audiences negotiate meaning in the mediaThe media provide us with much of the material upon which we build our picture of

reality, and we all "negotiate" meaning according to individual factors: personal needsand anxieties, the pleasures or troubles of the day, racial and sexual attitudes, family and

cultural background, and so forth.

4. Media have commercial implications

Media Literacy aims to encourage an awareness of how the media are influenced bycommercial considerations, and how these affect content, technique and distribution.

Most media production is a business, and must therefore make a profit. Questions of

ownership and control are central: a relatively small number of individuals control what

we watch, read and hear in the media.

5. Media contain ideological and value messages

All media products are advertising, in some sense, in that they proclaim values and ways

of life. Explicitly or implicitly, the mainstream media convey ideological messages aboutsuch issues as the nature of the good life, the virtue of consumerism, the role of women,

the acceptance of authority, and unquestioning patriotism.

6. Media have social and political implications

The media have great influence on politics and on forming social change. Television cangreatly influence the election of a national leader on the basis of image. The media

involve us in concerns such as civil rights issues, famines in Africa, and the AIDSepidemic. They give us an intimate sense of national issues and global concerns, so thatwe become citizens of Marshall McLuhan's "Global Village."

7. Form and content are closely related in the media

As Marshall McLuhan noted, each medium has its own grammar and codifies reality in

its own particular way. Different media will report the same event, but create differentimpressions and messages.

8. Each medium has a unique aesthetic form

Just as we notice the pleasing rhythms of certain pieces of poetry or prose, so we ought to

be able to enjoy the pleasing forms and effects of the different media.

.

Environmental awareness creation

Environmental education must be encouraged where at first student become awareof environment. Then, they recognize or review the relationship between humans and


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nature. The students get knowledge and skills from the teachers to solve the

environmental problems. The teachers motivate to develop the students attitudes to

participated various environmental protection programs in favor of environment. Theteacher and parents try to inculcate the knowledge about environment and develop

positive and healthy attitude towards environment from the beginning of life. There is

essential need to organize and conduct educational programmes focus on environmentalissues, problems, attitude, towards preservation and conservation of environment.

Environmental Conservation

Conservation has been misunderstood by many as a moratorium on progress. This

is in fact not true. Only sustainable development is permanent remedy to droughts,

famines and the dwindling bio diversity on this earth. Conservation implies an attitudeand understanding that involve active management of the things(s) to be conserved. Four

decades back, the words such as conservation and environment were little know. But to

day one can find conservation messages in every newspapers, out side cutboard and

books.

Sustainable Development

Environment belongs to each one of us and all of we have a responsibility to

contribute towards its conservation and protection. When we take development, we

should keep in mind two basic characteristic of development: (i) It should be sustainedthe benefits that were getting now from it should be assured to future generation.(ii) It

should ethical. What ever the benefit a person or species should not harm other

individuals or species.

The objective of development should not only be to raise the economic standard

but also raise the social, economic, ethical and spiritual level of the people. Today,sustainable development has become a buzzword two key aspects for sustainable

development are inter generation equity and emphasizes that we hand over a life

healthy and resources fil environment to our future generations.

Community participation

The education institutes conduct the various programmes to making awareness of

environment protection among all people in the society. They can arrange social servicecamps and community service camps for environment preservation that will be led by

the teachers and students for the benefit of society. For example. Clean village, Clean

city, Dustless city, Awareness camps and Healthcare camps etc., Especially the students

are coming from NSS,JRC,NCC, to take responsibility for creating awareness andconservation of the environment among the public.

Goals of Environment Education

To improve the quality of environment To create an environment among people on


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environmental protection To develop the capability of decision making

Knowledge and Educational needs in rural community

The main aim of the environmental education is to make people in the society to

be aware , knowledgeable and in inculcate positive attitudes towards protection ofenvironment and make them skilled to solve environmental problems so as to enable

them to participate in the activities undertaken for the protection of environment the rural

people have to learn about the environmental concern so that they are enable to protect

the environment because we not been gifted the environment our ancestors and also wehave not borrowed it from our off spring . Instead we have to handover the environment

to the posterity both in terms quality and quantity.

Role of NGOs in environmental activities

The environmental NGOs have played a major role in environmental protectionand development by linking the local with the global. The collaborative work of these

NGOs lead to fulfillment of local needs. Some of the NGOs are working for

environmental awareness while some are working in research field . The complementary

work of the NGOs deals more specifically with how the NGO community impacts issuesof the environment

suggestion

Measures for Development

v Emphasis on Decentralized Industries

v Encouragement for Tree forming

v Declaration of water as the main product of forests

v Preservation and management of forests

v Conservation of mono-culture stands into mixed forests

v Designing with nature by using appropriate technology

v By using 3Rs approach viz, Reduce, Reuse, Recycle


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v Prompting Environment Education and awareness

v Resource utilization as per carrying capacity

v Making environmental Education value based

v Developing a life style in Harmony with nature

Even as an individual there is something that you can do no matter how small or

insignificant it may seem. Planting trees, proper waste disposal or buying naturallyformulated or green products is a good start. These small steps can be the start of a great

importance of awareness in environment, so make sure that you be the first or among the

many individuals that are taking care of the environment in anyway possible.

Methodology

To understand the effect of environmental awareness on the U.S. travel industry,

PhoCusWright conducted comprehensive research on three core components of themarketplaceconsumers, suppliers and influencers (distribution intermediaries and

media).

Consumers

PhoCusWright fielded an online consumer survey August 8 through September 12, 2008

through Global Market Insight, Inc. targeting the general U.S. online traveler population.

Survey participation required respondents to have taken at least one leisure trip involvingan overnight stay in paid accommodations at least 75 miles from home the past year.

1334 qualified responses were received and the respondent pool can be projected with

confidence to the U.S. adult population of online travelers (as defined above). The errorinterval for analysis of groups within the respondent population is +/2.7% at the 95%

confidence level.

In addition to the general U.S. online traveler population, the consumer survey was also

fielded to research partner Sustainable Travel Internationals (STI) consumer database.

18 qualified responses were received from STIs list. Due to the source of theseparticipants, their responses were only included in the sample set for certain questions.

Suppliers and InfluencersIn addition to a total of 40 executive interviews, PhoCusWright, Sustainable Travel

International, and HSMAI Foundation fielded a qualitative survey to industry members

from August 14 to September 26, 2008. Collectively, 134 qualified responses were

received.


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Mass media and advertising

Because mainstream media is privately owned their end goal is of course to make moneyfrom their business. And like one can imagine advertising is one of the main incomesources. This means that the media have to comply with and cater to their advertisers

wishes so they dont lose their income source. And those who can afford to advertise are

the transnational corporations who all share and push the free-market capitalisticideology. Campbell writes that these large corporate advertisers rarely want to sponsor

shows or programs that involves any kind of serious environmental, social or political

criticism towards any corporate activities.


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Product-placement in the media, for example when Pepsi pays to have their soda drink

visible in a TV-show, is a multi-billion-dollar industry these days. And to be able to

influence the public, i.e. their consumers, corporations spend more than half as much percapita on advertising than what is spent on education around the world. With the help of

advertising corporations can construct needs and desires among the public for their

various products. The ideology which is spread with the help from the mainstream mediaand the advertising industry encourages mass consumption on an unquestioned level and

promotes consumption as happiness.

Media literacy is a repertoire of competences that enable people to analyse, evaluate and

create messages in a wide variety of media modes, genres and forms. Education formedia literacy often uses an inquiry-based pedagogic model that encourages people to

ask questions about what they watch, hear, and read. Media literacy education provides

tools to help people critically analyze messages, offers opportunities for learners tobroaden their experience of media, and helps them develop creative skills in making their

own media messages. [1] Critical analysis can include identifying author, purpose and

point of view, examining construction techniques and genres, examining patterns ofmedia representation, and detectingpropaganda,censorship, andbias in news and publicaffairs programming (and the reasons for these). Media literacy education may explore

how structural featuressuch as media ownership, or its funding model[2] -- affect the

information presented. Media literate people should be skillful creators and producers ofmedia messages, both to facilitate understanding of the specific qualities of each medium,

as well as to createindependent media and participate as active citizens. Media literacy

can be seen as contributing to an expanded conceptualization of literacy, treating massmedia, popular culture and digital media as new types of 'texts' that require analysis and

evaluation. By transforming the process of media consumption into an active and critical

process, people gain greater awareness of the potential for misrepresentation and

manipulation (especially throughcommercials andpublic relations techniques), andunderstand the role of mass media and participatory media in constructing views of

reality.[3] Media literacy education is sometimes conceptualized as a way to address the

negative dimensions of mass media, popular culture and digital media, including mediaviolence, gender and racial stereotypes, the sexualization of children, and concerns about

loss of privacy, cyberbullying and Internet predators. By building knowledge and

competencies in using media and technology, media literacy education may provide atype of protection to children and young by helping them make good choices in their

media consumption habits and patterns of usage.[4]

methodology
http://en.wikipedia.org/wiki/Media_literacy#cite_note-0http://en.wikipedia.org/wiki/Propagandahttp://en.wikipedia.org/wiki/Propagandahttp://en.wikipedia.org/wiki/Censorshiphttp://en.wikipedia.org/wiki/Censorshiphttp://en.wikipedia.org/wiki/Media_biashttp://en.wikipedia.org/wiki/Media_ownershiphttp://en.wikipedia.org/wiki/Media_ownershiphttp://en.wikipedia.org/wiki/Media_literacy#cite_note-1http://en.wikipedia.org/wiki/Citizen_mediahttp://en.wikipedia.org/wiki/Citizen_mediahttp://en.wikipedia.org/wiki/Commercialshttp://en.wikipedia.org/wiki/Commercialshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Media_literacy#cite_note-2http://en.wikipedia.org/wiki/Media_literacy#cite_note-3http://en.wikipedia.org/wiki/Media_literacy#cite_note-3http://en.wikipedia.org/wiki/Media_literacy#cite_note-0http://en.wikipedia.org/wiki/Propagandahttp://en.wikipedia.org/wiki/Censorshiphttp://en.wikipedia.org/wiki/Media_biashttp://en.wikipedia.org/wiki/Media_ownershiphttp://en.wikipedia.org/wiki/Media_literacy#cite_note-1http://en.wikipedia.org/wiki/Citizen_mediahttp://en.wikipedia.org/wiki/Commercialshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Media_literacy#cite_note-2http://en.wikipedia.org/wiki/Media_literacy#cite_note-3


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Media available:

1. Newspapers2. Magazines

3. Yellow pages4. Radio

5. Television

Media is playing an important role in the systems of present life. People want to remaininformed about everything and news, which is taking place anywhere in the world. The

world has become a globalvillageand this is because of media only. Now people living

in different countries know everything about the people of other countries sitting at home

with the help of media. Education has become very easy and understandable with the

help ofaudioand video media because children understand things through them quite

easily. The main advantage of media is current information, which is available round the

clock and people remain informed about important news through radio,television and

other sources. So we can say the role of media is very important in our life.

IV. The mass media

The mass media played a tremendous role in focusing national attention on the problemsof pollution and in creating an enlightened public opinion. But the mass media in Japan

are supported by private capital and industrial wealth, or otherwise are under government

control in terms of the licensing of broadcast systems and manipulative interference in

journalists' organizations. In this situation the maintenance of journalistic integrity is verydifficult indeed. In spite of this, individual journalists were able to provide relatively

unbiased reports on the problems of environmental destruction, while citizens'

movements made every effort to bring journalists into their activities. People thought that
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the problems of pollution were only local issues, but in fact each problem had a

counterpart in several other areas of the country. Under the influence of the media, the

anti-pollution movements were supported by the public and efforts became national inscope. The government and industrial circles are fully aware of the power of the mass

media and as a result there were various pressures exerted to circumscribe freedom of

speech and expression. But in spite of these efforts to suppress the truth, the facts becamegenerally known. Even before the beginning of the Second World War, when freedom of

expression was strictly limited, journalists played a very important role in focusing public

attention on the Ashio copper-mine problem. In the post-war period up to the 1960s, themass media were not able to give full and continued attention to problems of the human

environment. But in the late 1960s citizens' movements became more fully aware of the

power of the media, and were able to make use of it through various forms of co-

operation.

Determined not to rely totally on mass media outlets, the pollution victims and their

supporters created their own unique methods of informing the public, and were able to

make themselves heard nationwide. In the case of the Minamata disease, individualjournalists made anonymous connections with victims' networks. The cost of maintaininga private non-profit news system is not small, but news about the Minamata disease

situation had continued to be provided periodically; this activity is a form of moral

support for the victims of the disease, as well as for the related support movements. Thereare also other support organizations besides those generated by the Minamata situation,

and these groups form networks of communication for mutual support and information.

The most underdeveloped aspect of the communication media is related to the problem of

international communication. Since Japan is an island nation, the problems of linguisticand cultural isolation are both great and inevitable. As a result, attempts to share the

experiences of Japan in the environmental arena with other nations and peoples are out ofproportion to the magnitude of Japan's environmental destruction. Japaneseunderstanding of international environmental issues is also extremely limited. A good

example of this is the media distortions generated in relation to the worldwide anti-

whaling movement. The Japanese media tend to divide news artificially into domesticand international segments. This reflects the geographical and historical isolation that

Japan continues to foster, as well as a slightly masked but significant degree of nascent

nationalism in news reporting. However, with the increased internationalization of

Japan's economy, as well as its sheer size, it is essential that anti-pollution movementsbecome more effective in communicating on an international level. In order that Japan

may avoid the pitfalls of self-righteousness, it is urgent that anti-pollution movements co-

operate with their counterparts in other countries so as to strengthen fellowship andinteraction on a worldwide scale.

role of media in environmental awereness

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