The pen is mightier than the sword, and the alternative media may become mightier than the mainstream media. This is not a mere conjecture the process has already begun. The alternative media has emerged as a key player in promoting the various environmental related issues which is not getting mainstream media attention. The recent technological developments have reduced the cost of production dramatically. The speed of internet has increased with the development in the data transmission technology. This development has provided in the form of new media, a very strong tool of communication to challenge the monopoly of traditional mainstream media. The alternative media particularly Internet, Mobile Communication, Visual Radio, Ham operators, Small and medium newspapers and Community Radio have changed the way we were
consuming the media products. Now the consumer is no more a passive receiver of the media content but involved in the process of collection, selection and dissemination of information. There is a large number of people who believe that media can be used as a tool for social change. The large number of people involved in developing and disseminating information can be a great source of information for hundreds and thousands of people all across the world.

In this modern society alternative media has emerged as a very strong force which is spreading issues of environmental awareness in a unique manner. A number of debate and discussions are taking place through the various social network sites. India is a young nation where more than 5o percent of the population in young and actively using alternative media as a primary source of information and communication.The present study is an attempt to understand the nature, role and impact of alternative media in spreading the
environmental issues. The focus is to analyze the various issues that are frequently discussed by the young ones.
The objective of the study is:
(1) To collect information about various alternative sources of information popular among the students;
(2) To study the media behaviour of students;
(3) To analyse the awareness about the various environmental issues ;
(4) To know about the most preferred medium of communication;
(5) To know about the actions taken by the students.

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Role of alternative media in developing environment awareness among university students

Govind Ji Pandey   Department of Mass Communication & Journalism,Babasaheb Bhimrao Ambedkar Univrsity

The pen is mightier than the sword, and the alternative media may become mightier than the mainstream media. This is not a mere conjecture the process has already begun. The alternative media has emerged as a key player in promoting the various environmental related issues which is not getting mainstream media attention. The recent technological developments have reduced the cost of production dramatically. The speed of internet has increased with the development in the data transmission technology. This development has provided in the form of new media, a very strong tool of communication to challenge the monopoly of traditional mainstream media. The alternative media particularly Internet, Mobile Communication, Visual Radio, Ham operators, Small and medium newspapers and Community Radio have changed the way we were
consuming the media products. Now the consumer is no more a passive receiver of the media content but involved in the process of collection, selection and dissemination of information. There is a large number of people who believe that media can be used as a tool for social change. The large number of people involved in developing and disseminating information can be a great source of information for hundreds and thousands of people all across the world.

In this modern society alternative media has emerged as a very strong force which is spreading issues of environmental awareness in a unique manner. A number of debate and discussions are taking place through the various social network sites. India is a young nation where more than 5o percent of the population in young and actively using alternative media as a primary source of information and communication.The present study is an attempt to understand the nature, role and impact of alternative media in spreading the
environmental issues. The focus is to analyze the various issues that are frequently discussed by the young ones.
The objective of the study is:
(1) To collect information about various alternative sources of information popular among the students;
(2) To study the media behaviour of students;
(3) To analyse the awareness about the various environmental issues ;
(4) To know about the most preferred medium of communication;
(5) To know about the actions taken by the students.

A copy of the full paper has not yet been submitted.

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