Abstract
Global warm-up makes the political agenda on highest levels. However, the science should make itself publicly heard, and not in the part of fundamental studies of nature only, but in the part of social science and social research of administrative tools as well. We offer three circles of quest that attract numerous scholars in the science of management and administration touching the context of complementing new ecological imperatives in running the rural territories: (1) the relevance of new environmental mentality to practical principles of existing rural administrations, (2) the communication challenges, opportunities, and risks in introducing new qualitative criteria into existing social technologies, which dominate modern rural administration patterns, (3) the importance of alternative in technological development of modern rural territories with a high agrarian overload, including the managing of alternative energy introduction, and trial of unprecedented technological schemes.
Highlights
Popular characteristics of modern, or even post-modern civilization as informational one, accentuates the informational resources and communications, which can superficially mislead to under-evaluation of material resources production, and last not least the agriculture with the food supplies
The very term “effective rural communication for development” is clearly positioned as inclusive, not exclusive; “Participatory methods are tools to involve partners with each other, meaning that they are themselves communication tools”, which does not mean alienation of information data, rather the opposite, when the belonging to the situation excludes the extortion of creative subjects [FAOUN, 2006]
Romantic reading of environmentalism is preoccupied with taking our imagination to idealized in their tranquility rural areas; so, what is the use of bringing the most advanced technologies to overloaded modern rural territories, if we aim at alleviating and substantially improving their life chances and leap over from surviving to attractive prosperity in its corresponding to progressively developing nature of human social self? We find the optimal formula to answer the challenge in two steps
Summary
Even post-modern civilization as informational one, accentuates the informational resources and communications, which can superficially mislead to under-evaluation of material resources production, and last not least the agriculture with the food supplies. It comes with the environmental denominator of all actual challenges for human civilization, bringing to the frontstage the human selfdetermination and prospective confidence in humanity survival. While technologies discover the previously neglected features of objects and natural surrounding as a self-sufficient factor, the social technologies invent and re-discover human properties and overlooked abilities that could bring unprecedented social advantages People bring their social situation to the environment, not vice versa; the unlearnt lessons of discovering and inhabiting new continents, institutionalizing the new world, stresses the actual demand for people-engaging solutions re-establishing old traditional ties with natural human environment, but this time through information and communication as the reigning mediators. More non-violent communicating brings us closer to environmental harmony which is not a utopia
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