A Study on the Environmental Campaigns in Traditional and Social Media

A Study on the Environmental Campaigns in Traditional and Social Media

Sunitha Kuppuswamy (Anna University, Chennai, India)
Copyright: © 2018 |Pages: 19
DOI: 10.4018/IJEP.2018010103
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This article describes how the environment is a significant part of today's world. The media has the responsibility of educating the audience about the prevailing environmental issues such as pollution, global warming, and climate change as they threaten the humankind and sustainable development. Environmental campaigns play a major role in creating awareness about environmental issues and its adverse effects on people. This article examines the content of environmental campaigns in traditional and social media. It also intends to find out the impact of those campaigns on the environmental awareness of different cross-cultural sections of people. The article is designed based on the Theory of Planned Behaviour according to which human action is guided by a number of factors. A few centralized social media campaigns together with selected campaigns on radio, print and television were taken for the study. To determine the effectiveness and impact of these campaigns, content analysis and surveys were conducted. The findings revealed that the campaigns had many positive benefits and a number of factors were influencing the promotion of environmental awareness. The study tested a few factors based on communication theories and discussions were drawn.
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Environmental Degradation

Environmental degradation occurs as a result of environmental down-throw through depletion of resources such as air, water, soil, elements and compounds leading to the destruction of ecosystem (Kapur, 2016). Environmental degradation can spoil the land, water and the air.

The major factors that contribute to environmental degradation could be rapid growth of population in a country, which adversely affects the environment and resources (Anand, 2013). Due to an increase in the global population growth, there is an increasing pressure on the worldwide natural resources including air and water, arable land, and raw materials. There are a number of causes for environmental degradation the most of which are based on human activity such as urbanization, industrialization and deforestation (Daniel, 2011). Migration is yet another phenomenon as a result of deprived employment opportunities in rural areas. Movement of people from rural to urban paves the way for emerging mega cities and expansion of urban slums.

Pollution is also a major factor in causing environmental degradation. When rubbish or trash from factories and households are dumped in the environment, it pollutes the land and the soil. The primary and secondary contributors to air pollution worldwide are industries and automobiles respectively (Kay, 1999). Globally, it was found that environmental degradation is the main cause for major health disorders (Donohoe, 2003).

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