MEDIA - A KEY TOOL AND INTEGRAL PART OF ENVIRONMENT AND BIODIVERSITY CONSERVATION
Dr. A. Suvarna Latha*, Prof. K. Nagalakshmamma and Prof. N. Yasodamma
ABSTRACT
Media has the strength to leverage for protecting biodiversity and has uncommon opportunities to convince the societies and policy makers the value of biodiversity in providing economic and ecological services and thereby promote its conservation, sustainable use and equitable sharing of benefits. At present the Eco-media‘s role on environmental issues is mostly an event-based involvement and works in the reactive mode. Media is inextricably bound up with society. Media at its broadest level is a means of mass communication, there can be no society without media. Media and society are synonymous, societies are made of the media that bind us together and media exist only where there are societies for them to bind. Greatest effects on individual‘s health and well-being are always linked to environmental degradation. The causes for environmental degradation include Overpopulation, Industrialization, Global warming, Deforestation, Land clearing, unsustainable agricultural activities etc., which has the following consequences like growth in the poverty index, unprecedented weather extremes, famine and an unstable global condition. Such effects can be prevented by conserving the environment through media by every individual. The Forum of Environment Journalists in India (FEJI) and Panos South Asia (PSA) have been working to strengthen informed reporting on biodiversity by creating platforms for interaction between journalists, experts, and governmental and civil society organisations. Mass media has become an indispensable partner in global biodiversity conservation and management through its various roles of increasing awareness on the problems and challenges towards environmental sustainability. Newspapers and television news are the best channels for reaching urban people, while national and local radios are best for reaching rural audience. Communication Education and Public Awareness (CEPA) play a role in developing this collaboration and change in society and also ensures widespread distribution of environmental information.
Keywords: Eco-Media, Biodiversity conservation, Environment, Communication Education and Public Awareness (CEPA).
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