MEDIA, RURAL DEVELOPMENT AND CONCERN FOR SUSTAINABILITY

What is the role and responsibility of means of mass communication like newspaper T.V. radio and advertising in the sustainable rural development? The hypothesis developed in this paper is; quest for sustainable rural development incorporates both empowerment of marginalized section of society and sustaining the rural resources -both human and material. Based on this hypothesis, it is argued here that media can play an important role in this process. To illustrate this, the paper will be divided into three sections.