EDUCATION FOR SUSTAINABLE DEVELOPMENT: MEDIA DIMENSION OF THE ISSUE
Abstract
The article analyses the role of mass media as an educational tool in promoting sustainable development in the context of the UN Sustainable Development Goals. The relevance of this direction of research is due to the fact that the media can play (and do play) a key role in promoting the ideas of sustainable development, which can be proven in terms of the agenda-setting theory: mass communication means, paying more or less attention to certain problems, shape in public understanding of their importance. Accordingly, by focusing attention on issues of sustainable development, the mass media can «root» the understanding of the relevance of these issues. Framing can be a tool for such rooting. The purpose of the study is to identify the role of mass media as an educational tool in promoting sustainable development in the context of the UN Sustainable Development Goals. To achieve this goal, the tasks were set to characterize the place of education in ensuring sustainable development and outline and systematize existing practices of engaging media potential as an educational tool to achieve Sustainable development goals. The implementation of these tasks made it possible to find out that, firstly, education occupies an important place among the components of the social pillar of sustainable development, which is confirmed by the presence of relevant elements in the visions of sustainable development by the UN, OECD, etc. Secondly, the existing practices of engaging the media potential as an educational tool in the context of achieving Sustainable development goals can be grouped into two clusters: engaging the media as tools for promoting the ideas of sustainable development, shaping among people’s understanding of the importance of sustainability as a guarantee of meeting urgent needs as of today, as well as ensuring the possibility of meeting needs of next generations; media themselves act as translators of ideas and concepts consistent with the Sustainable Development Goals for target audiences in developing countries (such practices are implemented primarily by international broadcasting systems of leading actors of international relations as well as by community media).
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