Environmental Sustainability: From Communication perspective

The real development would be achieved only when all of Social, cultural, economic and political sectors are developed simultaneously. Different programs related to these sectors are implemented via a communicative process. In this process, the development agents send some messages as new technologies to customers via some media. Furthermore, beyond this communicative process, development programs should meet environmental concerns too. This paper based on an analytic research method conducted to explain Rural Environmental Sustainability from communication changes perspective. If we suppose a communication model consists of some components such as sender; message; media; receiver and feedback system, to reach environmental sustainability in rural areas, all of them should be changed in one way or another. For example, about organizational part as senders; decentralization, privatization, activation of NGOs, and customer's sharing in costs of development programs should receive enough attention. Customers or receivers; rural women, youth and poor should be putted first. Media: using interactive media such as folk media and new information technologies are recommended. For Feedback- evaluation system; participation and empowerment of rural people should be considered. The content of messages; environmental considerations such as preserving living diversity in one hand, and minimizing the usage of un-renewable/ natural resources, pastures, chemical materials, air, water and land pollutions, and erosion in the other hand should be considered. Furthermore, with regard to holistic view, environmental problems should be considered in parallel to social systems. So, social elements such as decrease the rate of migration from rural areas; social gap; improving people's income, employment, housing and educational opportunities; providing communicative infrastructures and stability of cultural patterns are really important in the process of Rural Environmental Sustainability. This article has investigated and analyzed the above components and it has also introduced an alternative communication model for rural area's sustainability.