Dept. of Mass Communication and Journalism, Central University, Lucknow, U.P, India.
In this research paper, an attempt has been f'lade to identify and delineate the role ofparticipatory communication in general and specific roles of various communication channels in meeting the goals of sustainable development in particular. In case ofspecificity, the manner in which participatory communication plays its role for sustainable rural development is discussed in detail. Sustainable development is an integrated and holistic approach that calls for the participation of individuals, groups, organizations(particularly the NGO's),public and governments at local, regional, national and global levels. The goal of sustainable development is not confined to one locality or region or nation but embraces the entire globe. It extends not for a few years, but for the distant future too. Thus spatially or temporally its scope is very wide. It requires people to think globally and act locally for the development and growth of rural sectors. Informed and conscious citizens can utilize poverty alleviation programmes effectively and successfully. Informed and conscious citizens can also playa responsible role in promoting environmental protection in various walks of their lives.. In fact to fulfill the goals of sustainable development there is an indispensable need to mould a lifestyle that is environment friendly and equitable all over the world. Communication is general and various communication channels in particular have a potential role to play in moulding such a lifestyle. Poverty eradication, protecting the environment, reducing the consumption of non-renewable resources and increasing the use of renewable resources, conservation of biological diversity, land degradation and deforestation, waste management, using appropriate technologies, land reforms, population control and stabilization, upholding basic human rights, social welfare and women's upliftment, promoting intra-generational and inter-generational equity, and participation ofpeople from individual, local levels to global levels, being the various important objectives ofsustainable development, different communication channels have a potential role to play in fulfilling these objectives. Though communication alone is not sufficient to meet these objectives, it is a crucial element in facilitating the fulfillment ofthese objectives.
