ADVOCACY JOURNALISM: CASE STUDY ON ENVIRONMENTAL ISSUES IN THADAGAM VALLEY, COIMBATORE

Abstract

Journalists involved in environmental communication go beyond facts and figures to highlight their views on issues of conflict between man and nature. Propelled by the fluidic social media with audience as news makers, their advocacy sails into journalism rather than sticking to the basics of objectivity. Online media, once considered as clicktivism and impulsive, has evolved into a major mobilising force to fight against environmental degradation. Yet, it lacks the trust that traditional media upholds in India.Illegal mining of rich soil in the agricultural fields of Thadagam Valley in Coimbatore, Tamil Nadu snowballed into an issue of exploitation of natural resource after South Zone’s National Green Tribunal registered a suo motto case against the clay brick manufacturers in 2021. Closure of the brick factories for over two years through interim orders of the courts was perceived as a big victory for the impleading activists. Advocacy campaigns run by the activists in the traditional and new media keep the cash rich business run for legal cover to restore their operations. At the same time, in-direct and external support from informed sources sustained the activists move further in their fight against pollution of environment and exploitation of natural resources. Wild elephants intruding into farmlands and villages also became an unbearable issue for the inhabitants as the regular paths also got disturbed by the dangerous developments created in the Valley.Influence of political economy, the difference in perspectives between the local and national media over an environmental issue, the stand of political and bureaucratic circles on development, episodic versus thematic coverage in the media, scientific and research back-ups on the issues communicated by the activists are discussed in this conflict-based campaign.