Communication today is a global phenomenon. Media influences people’s minds to spread their messages. In the same way, various forms of communication provoke us in one way or another to make us act on the issues around us. So, communication is as important for presidents and priests and corporate leaders as it is for street beggars in getting things done.
Culture is the root of all forms of communication -- all the communicative modes, including verbal and non-verbal communications, have evolved from certain cultures. Most communication experts utilise the power of culture in communication strategies. After World War II and the Cold War, global culture became more powerful than regional cultures. Global culture has been dominating the regional cultural gamut through spinning the wheels of communication.
Conservation is apparently a newer idea than the culture of communication. But the idea of conservation has been travelling with civilisation since its beginning. In the modern era, the conservation of nature and bio-diversity is important because we have already lost many varieties of species, and many other magnificent species are losing their habitats every day. Tigers are already on the verge of extinction.
So, what is the relationship between conservation, culture, and communication? We can make a connection between these three to reach a single objective, which is nature conservation. We are flooded with thousands of innovative forms of technology that shape our communication.
Communication is the heart of the market economy and development. Each year, billions of dollars are spent on communication. It is the moving part of culture, social norms, and human behaviour. It always moves forward to change cultural behaviour. For example, buying a smart-phone means you are adopting new behaviour or culture.
We say changing human behaviour is very difficult to understand. But 15 years back, there was no Facebook. It has been only 11 years since Facebook started, and now it’s a vital element of our everyday life.
Sharing photos means sharing lifestyle, sharing ideas means sharing knowledge. And multicultural communication is nothing but a good blend of thoughts between people from different landscapes. So, communication has the absolute power to transform any culture and behaviour.
Different communication approaches and methods are used for different communication campaigns, such as brand communication, corporate communication, social communication, strategic communication, and behavioural change communication.
All these communications have different goals and objectives. Most of the communication processes can effortlessly show the impacts on society because of direct or indirect value.
But behavioural change communication acts in a different way. BCC campaigns have a strong connection with economic and social development.
Conservation communication is more of a behavioural change communication, but its goals are slightly different. The hand-wash campaign is an example of a globally successful behavioural change campaign on a public health issue -- anyone can relate to the messages of the campaign. You can hardly find a similar campaign on conservation issues.
Nature conservation is embedded in culture, mythologies, and even in religion. In spite of that, the practices of conservation are very minimal in society. This is because conservation knowledge and messages have not succeeded to grab the attention of societies at large. Until all societies pay attention, the message of the importance of nature conservation won’t reach the audience.
Conservation communication can help us disseminate the knowledge of conservation and raise the healing power of the society. It’s a process that communicates a scientific objective through cultural stimulation. As a result, understanding the roots of the culture is important for both conservation and communication.
Conservation science explains the facts and features of nature and biodiversity -- a good researcher can measure trends, analyse threats, and plan the point of actions. But conservation communication helps people understand their relation with nature.
If a tiger was killed in the Sundarbans, how would you react to the news? What effect would it have on your life? How many people are truly bothered about tigers? Conservation communication has the answer.
In a country like Bangladesh, we have an innate enthusiasm for the spirit of our tigers, and the glory of the world’s largest mangrove forest -- the Sundarbans. But the fact is, we have no cultural vision for conserving the endangered tigers for our next generation.
Conservation communication is not a single-shot game or a cool campaign for T20 cricket. It’s a long journey of creating good examples and enriching the positive energy of society, and finally, gaining public trust.
To create a new culture of nature conservation, communication can help us. We have to reform our social and cultural mindset, and establish the fact that hanging tiger skins against a wall, or hunting endangered animals for sport, is nothing to be proud of.