Role of Religion and Television in Sustainable Management

  • Sugandha Shanker Post-Doc Fellow in Environmental Anthropology, Jesus College, Cambridge, United Kingdom
  • Anupam Saxena Associate Professor, Jaipuria Institute of Management, Lucknow, India
  • Anurag Saxena Assistant Professor, Indian Institute of Public Health, Gandhinagar (IIPHG), India
Keywords: Religion, Television, Sustainable Management


The role of religion and television in sustainable management has not been the main focus of environmentalists, corporates as well as policy planners until few years ago. However, recently importance of religion and television in sustainable development has been felt. In order to assess the role of religion and television in sustainable management, an ethnography based research was conducted which focused on Hindu rituals around trees as an example to assess if there is any kind of impact on sustainable management of trees by the influence of television. The field research revealed that there is a considerable increase in the conservation of trees due to influence of astrological shows on television indicating that television is an effective tool in conserving trees. The research found that although there was conservation of trees but it was at inappropriate places causing problems related to transportation, logistics movement and traffic jamming thereby affecting businesses of the nearby area. Therefore the work concluded that propagation of information on television regarding rituals needs to be well balanced and suggested a balanced approach for improving tree cover loss and traffic management at the same time.