The role of media, imagery and art in communicating with people on sustainability issues

        "The role of media, imagery and art in communicating with people on        sustainability issues"  

        In generally, we know that the link between the mass media and sustainable development is indeed a very important one and has been widely acknowledged.  Regarding mass media, it is used to target majority of people (or masses) at national or international level. Billboards, newspapers, television, radio, internet, websites, blogs etc are the main sources through which we get information. By making advertisements or promotional campaigns are conveyed to the audience in different forms. Media serves as a platform to provide freedom of speech to the people of society. One of the negative aspects of media is that sometimes source of media is not that much reliable the way, it should be in some cases. It can be used for advocating negative aspect in the society to serve one's personal interests. People might perceive different meanings out of the messages received from the media. Media if used politically or used with bias can create adverse effects on the viewers. Media plays a very important role in the building of a society. Media has changed the societies of world so much that we can't ignore its importance. First of all we should know what the media is. Media is a source of information or communication.

       Regarding the link between the mass media and sustainable, environmental matters get good press coverage. There cannot be little doubt that the mass media are important sources of awareness towards sustainable development issues. Obviously, a significant proportion of people’s knowledge about sustainable development problems is acquired through mass media coverage (newspapers, magazines, television and radio etc). As say Hansen, Public participation in democratic decision-making about sustainable development is dependent to a large extent on the degree to which arguments, analysis, evidence and evaluation pertaining to such issues can be made available to the general public. Media coverage of sustainable development issues is not only a question of creating a forum for political debate, but it is also a question of providing and managing the kind of information which will enable citizens to make decisions about ‘appropriate’ behavior and precautions. There is a need to understand the deeper role that the media can play in raising public awareness and concern about sustainability. A starting point is the observation that the mass media – and television in particular – serve as a primary source of information worldwide. On a wide range of sustainability issues the public - particularly in developing countries - have few sources, other than radio, television and newspapers, to turn to for information. That is why journalists in developing countries feel that their role (and also the media’s) is not only to inform the public but also to educate them. While it is rare for anyone in the developing world to question that role, in the developed world it evokes debate. Many Western reporters and editors believe their job is only to inform, not to educate. In opinion Friedman, while journalists have differences of opinion in their role perception, other key players seem unaffected by this debate. Faced with increasing depletion of ecosystems; overloaded urban environment and population growth; unending poverty and stresses on human health, decision makers in both developing and developed countries often speak of the important and strategic role the media play in promoting public awareness and shaping its attitude in favor of sustainable development. To some planners and decisions makers, the growth of the planet in a sustainable way rests as much on journalists’ shoulders as it does on those of national leaders. They consider journalists not only ‘public educators’ but also ‘social engineers’ who can effectively help to transform the values and ethics of society towards sustainable development.

 To illustrate if you look at this picture its meaning is very profound. At this time we have a much polluted city, and people have changed. Long ago in the days, when our parents were children, were held weekly voluntary works in cleaning streets and etc. And now it is very rarely seen. I think that we should cultivate in the future generation, children, of clean nature.

In my opinion, this image gives us hope, makes us think over their actions. This could be the slogan of the environment. If it is used as a billboard, I think people will understand that we must not only take from nature all but think about the consequences. This picture shows how children with their parents clearing plastic waste as participants in the ecological action under the slogan "A better world for animals and people". This is one of evidence that both the media interacts with sustainable development.

  In conclusion, I want add that, there is a need to develop a strategic approach to improve the links between the mass media and sustainable development. Television and newspapers serve as the first – if not the only one - source of information concerning sustainable development issues. The media influence, not only public opinion, but also decision makers, politicians and other journalists. Over the last few decades public interest in sustainable development issues – the vast majority environment related – has followed a certain trend of going up and down. Media coverage has followed much the same trend. A possible explanation for this is that sustainable development is a relatively new concept, often not clearly explained, full of complexities, and, most of the times, remotely related. As a consequence, sustainable development issues are treated as environmental issues and passed on either to environmental correspondents or to inexperienced reporters. Journalists, in turn, face a number of difficulties in reporting on sustainable development issues. Lack of time, space, understanding of issues, encouragement to investigate further, variety of sources, are some of the constraints. In addition to these problems, journalists in developing countries may face pressure from governments, advertisers and media owners, not to mention lack of appropriate resources to do their work. More information, training and networking are some of the most pressing needs for journalists reporting on sustainable development.