Voices from Journalism and Higher Education: Leveraging Technology in Communication and Media to foster Social Sustainability

Written By: Ms. Christal Ferrao , Academic Associate, General Management and Public Policy Area, Goa Institute of Management

Communication and Media as a field is driven by Technology. Journalists and media producers leverage technology to facilitate effective dissemination of messages to inform, advertise, educate and entertain. In his theory of technological determinism, Marshall McLuhan stated that technology is the driving force of determining people’s attitudes, behaviours, and the socio-cultural fabric.  

Media should contribute to effective sensemaking. However, they often focus on sensationalism, thus hindering transmission of messages in responsible and ethical ways. Despite the concerns and criticisms of its effectiveness, there are research studies about the positive impact of media during the pandemic. These studies suggest that religious organizations used mass media to discuss and communicate devotion, mental health, social issues, education and governance, thus promoting social sustainability (Tudor et al, 2021i; Mehaela & Stefan, 2020)ii.  

I have been inspired by the effectiveness of positive use of communication for religious purpose and endorsed these efforts during and after the pandemic while working as a journalist. Prior to joining higher education, I worked as a journalist at the multimedia desk of a TV News channel, where I covered the news about the elevation of the Archbishop of Goa and Daman as Cardinal. I also reported about the visit of the Cardinal of the Archdiocese of Bombay to the Raj Bhavan in Goa to meet the Governor, besides coordinating stories about the Archdiocese of Goa and the Raj Bhavan. I tried to use mass media to inform and educate people about nuances of Christianity and Society during important events in a world polarized by biased reporting about religious issues. I have also used AI to educate, inform and inspire people about religion and spirituality rather than polarize. Studies suggest that positive use of communication and technology provides positive mental health benefits such as greater emotional resilience and effective stress management as opposed to polarized communication (Shiba et al, 2023)iii.  

Likewise, as a professional working in the field of higher education, I foster a similar approach. I have observed that advancements in technology such as AI contributes effectively to design, divergent and diverse thinking that are essential to channelize multiple viewpoints rather than focus on a single standpoint, according to the core principle of studies in sociology or social psychology. Technology driven communication and media must be used to foster inclusivity and social sustainability rather than discrimination and breach of security or privacy. It ought to educate and inspire rather than attack and polarize.  

[1] Tudor, M. A., Filimon Benea, A., & Bratosin, S. (2021). COVID-19 Pandemic lockdown and religious mediatization of social sustainability. A case study of Romania. International Journal of Environmental Research and Public Health, 18(5), 2287.

[1] Mihaela Alexandra, T., & Stefan, B. (2020). French media representations towards sustainability: Education and information through mythical-religious references. Sustainability, 12(5), 2095.

[1] Shiba, K., Cowden, R. G., Gonzalez, N., Ransome, Y., Nakagomi, A., Chen, Y., ... & Fancourt, D. (2023). Associations of online religious participation during COVID-19 lockdown with subsequent health and well-being among UK adults. Psychological Medicine, 53(9), 3887-3896.

Please note that this blog article is written as part of our upcoming 2nd Annual National Conclave on "Tech4Society: Leveraging Technology for Sustainable Development" scheduled on November 22, 2024; hosted by the @Centre For Social Sensitivity and Action at the Goa Institute of Management (GIM)

The conclave aims to provide a platform to share experiences of digital transformations for social good, the integration of AI into various welfare domains, and the reshaping of the country’s policy landscape. The event aims to bring together government, industry, academia, and civil society experts. The conclave comprises 3 panels - a) AI and social good, b) Technology, Development and Policy and c) Voices from the Field: Leveraging Technology for Social Good