Role of the media in achieving a sustainable society

Abstract

This paper explores the role that the media can play in contributing to a sustainable society. First the terms sustainable development and its ultimate aim, a sustainable society, are defined in particular in the context of Bhutan's pursuit of Gross National Happiness. Despite the Royal Government's future vision for Bhutan and the resulting deliberate and well-planned policies, a growing population will inevitably mean an increased pressure on the environment, culture, and society. Therefore, it is argued that if Bhutan is serious in pursuing a path of sustainable development, the Bhutanese population needs a change in behaviour away from current or possible future unsustainable behaviour towards sustainable actions. These should contribute to sustainable development and thus to Gross National Happiness. This change in behaviour will not be achieved by itself but needs conscious efforts on the part of the government and society as a whole. It is suggested that Education for Sustainable Development of all sections of society can contribute to this behavioural change. Considering that a considerable part of the Bhutanese population is not enrolled in the formal education system, the case is made for an increased role of the media in disseminating Education for Sustainable Development. Various recommendations are then made as to how the current developments in the information, communication, and media sector, as well as the increased democratisation and decentralisation of the Bhutanese system of governance, can be utilised to make continued progress towards a sustainable Bhutanese society.