Culture, Communication and Capacity for Sustainable Development

  • Kiran Prasad
Part of the Communication, Culture and Change in Asia book series (CCCA, volume 6)


Development policy was not shaped by the needs of the majority of people in the developing countries which resulted in conflicts between the basic needs and market-oriented perspectives on development. The rise of the middle class in developing countries like India has led to a shift in cultural values and growing aspiration to match affluent societies. This has led to reversal of the gains of development, unsustainable action and even a collapse of the ecosystem. Social movements have begun to revision the meaning of sustainability and build capacities for balancing growth with environmental conservation. Communities have begun assuming custodianship of their environment and natural resources which previously were the sole responsibility of the government. The reinvigoration of cultural values on environmental protection among people is based on capacity for action founded on strong, but neglected traditions that are combined with modern technology to achieve sustainable development.


Eco-religion Eco-cultural tradition Cultural values Capacity for ecological protection Communicating sustainable development 


  1. Anandan, A., Pradhan, S. K., & Singh, O. N. (2015, September14). ‘Aerobic’ rice cultivation reduces water usage, The Hindu, 16.Google Scholar
  2. Banwari. (1992). Pancavati: Indian approach to environment (A. Vohra, Trans.). New Delhi: Sri Vinayaka Publications.Google Scholar
  3. Charter of the Indigenous Tribal People of the Tropical Forests. (1992). International Alliance Charter. Retrieved on October 16, 2017 from
  4. Crawford, C. S (1982). The evolution of hindu ethical ideals. Honolulu: The University Press of Hawaii.Google Scholar
  5. Dey, S. (2014, August 24). Cradle. Now. Grave. The Week, 24–32.Google Scholar
  6. Goklany, T. (2015). How karma recycling is giving life to e-waste. Retrieved on September 23, 2015 from
  7. Krishnamoorthy, S. (2015, April 13). Farmer weaves saree from rice straw. The Hindu, 5.Google Scholar
  8. Mohanty, A. (2014). Food security, courtesy Odisha’s tribal women. Retrieved on November 2014 from
  9. Parsai, G. (2015, October 1). Demonstrate technology used to mitigate impact of climate change. The Hindu, 14.Google Scholar
  10. Prabhu, M. J. (2014, February 21). Farmers groups in Kerala run their own markets, eliminate middlemen. The Hindu, 17.Google Scholar
  11. Prasad, K. (2001). Indian tradition of ecological protection and religion. Man and Development, XXIII(4), 64–75.Google Scholar
  12. Prasad, K. (2007). Eco-religion to political ecology in India: Feminist interventions in development. Women in Action, 2 (pp. 32–43).Google Scholar
  13. Prasad, K. (2009a). Communication for development: Reinventing theory and action, vol. 1-understanding development communication. New Delhi: B.R. Publishing Corporation.Google Scholar
  14. Prasad, K. (2009b). Communication for development: Reinventing theory and action, vol. 2-advanced development communication. New Delhi: B.R. Publishing Corporation.Google Scholar
  15. Prasad, K. (2013). Environmental communication from the fringes to mainstream: Creating a paradigm shift in sustainable development. In J. Servaes (Ed.). Sustainable development and green communication: Asian and African perspectives (pp. 1–39). USA: Palgrave MacMillan.Google Scholar
  16. Servaes, J. (2013). Introduction: Imperatives for a sustainable future. In J. Servaes (Ed.). Sustainable development and green communication: African and Asian perspectives (pp. 95–109). USA: Palgrave MacMillan.Google Scholar
  17. Sharma, V. D (1999). Bishnois: An eco-religion. The Hindu Survey of the Environment. Chennai: The Hindu.Google Scholar
  18. The Hindu. (2015). Environment Minister Prakash Javadekar announces India’s INDCs. The Hindu, Retrieved on October 2, 2015 from
  19. Urry, J. (2011). Climate change and society. Cambridge: Polity Press.Google Scholar
  20. Vadakumchery, J. (1993). The earth mother and the indigenous people of India. Journal of Dharma, XVIII(1), 85–97.Google Scholar
  21. Venkatakrishna, B. V. (1993). Indian mystic approach to the earth. Journal of Dharma, XVIII(1), 35–41.Google Scholar

Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  1. 1.Sri Padmavati Mahila UniversityTirupatiIndia

Personalised recommendations