Future Directions in Communication and Culture for Sustainable Development

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


Countries in Asia share cultural values and a worldview of the universe that have a deep and abiding regard for the environment and ecological protection. These long-held value systems and indigenous knowledge of communities are in conflict with modern industrial development that often ignores the delicate balance of the natural ecosystem and leads to greater costs in terms of rehabilitation of the affected communities and recovery of the polluted ecosystems. Communication for sustainable development in the future will face the challenges of improving access to information and making communication more inclusive to address the needs of women, rural and indigenous communities who continue to be at the periphery of development plans that often neglect their perspectives, problems, knowledge and capacity for sustainable development. Community participation in campaigns and citizen journalism supplemented by social media networks and the Internet is important for creating pressure on policy makers to reconsider unsustainable development plans. Communication in its myriad forms including the cultural media can build public support and exert pressure for policies that favour collaboration and strengthening of sustainable development clusters in different parts of the world. This future direction is in line with the SDGs in goal 10 that aims to reduce inequality within and among countries and goal 17 that aims to strengthen the means of implementation and revitalize global partnerships for sustainable development.


Cultural values Climate change Cultural media Gender equality Intercultural and international communication Sustainable development 


  1. German Council for Sustainable Development. (2017). Sustainable development goals and integration: Achieving a better balance between the economic, social and environmental dimensions. UK: Stakeholder Forum and the German Council for Sustainable Development.Google Scholar
  2. Mohanty, A. (2014, November 4). Food security, courtesy Odisha’s tribal women. Retrieved April 15, 2015 from
  3. Pradhan, K. (2016). Delhi pollution crisis is the new capital punishment. India Today, December 16, 2015. Retrieved from
  4. Prasad, K. (2006). Cracking the glass ceiling: Rural women making news in India. Media Asia, 33(3&4), 229–234.CrossRefGoogle Scholar
  5. Prasad, K. (2007). Eco-religion to political ecology in India: Feminist interventions in development. Women in Action, 2, 2007.Google Scholar
  6. Prasad, K. (2008). Gender sensitive communications policies for women’s development: Issues and challenges. In K. Sarikakis, & L. R. Shade (Eds.), Minding the gap: Feminist interventions in international communication. USA: Rowman and Littlefield.Google Scholar
  7. Prasad, K. (2009a). Communication for development: Reinventing theory and action, Vol. 1-Understanding development communication. New Delhi: B.R. Publishing Corporation.Google Scholar
  8. Prasad, K. (2009b). Communication for development: Reinventing theory and action, Vol. 2-Advanced development communication. New Delhi: B.R. Publishing Corporation.Google Scholar
  9. Prasad, K. (2011). Media Law in India. The Netherlands: Kluwer Law International.Google Scholar
  10. Prasad, K. (2013). Environmental communication from the fringes to mainstream: Creating a paradigm shift in sustainable development. In Jan Servaes (Ed.), Sustainable development and green communication: Asian and African perspectives. USA: Palgrave MacMillan.Google Scholar
  11. Prasad, K. (2015). The right to information in India: A journey from survival to social justice. In J. Mair, & T. Felle (Eds.), FOI at 10: Freedom fighting or lazy journalism? (pp. 251–257). Bury St. Edmunds: Abramis.Google Scholar
  12. Roy, A. (2001, August 26). Quoted in The Right to Know. The New Sunday Express (by Ashish Sen).Google Scholar
  13. Sen, A. (1999). Development as freedom. New York: Alfred. A. Knopf, Random House Inc.Google Scholar
  14. Servaes, J. (2009). Communication for development and social change. New Delhi: Sage. Google Scholar
  15. Servaes, J. (Ed.). (2013a). Sustainable development and green communication: Asian and African perspectives. USA: Palgrave MacMillan.Google Scholar
  16. Servaes, J. (Ed.). (2013b). Sustainability, participation and culture in communication: Theory and Praxis. Bristol/Chicago: Intellect/University of Chicago Press.Google Scholar
  17. Servaes, J. (Ed.). (2017). Sustainable development goals in the Asian context. Singapore: Springer.Google Scholar
  18. Shiva, V. (2009, June). Food meets media. Opening address, media and global divides, IAMCR World Congress, Stockholm, 2008. Nordicom Review 30, 11–31.Google Scholar
  19. World Economic Forum. (2014). Global gender gap index 2014. Geneva: World Economic Forum.Google Scholar

Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  1. 1.Sri Padmavati Mahila UniversityTirupatiIndia

Personalised recommendations