Edutainment in sustainability: Can sustainability communication also be fun?

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Sustainability communication is often regarded as a complex process involving heavy sustainability messages related to environmental, social, and economic issues. The audience is often disengaged from the sustainability messages delivered by communicators. Therefore, a communicator needs to incorporate the concept of edutainment, which emphasises fun learning in education, to allow sustainability communication to be more stimulating and less technical. This chapter highlights the edutainment concept and its connection to sustainability communication. Specifically, this chapter discusses several edutainment tools such as films, dramas, television shows, music, and games to be utilised by the communicator in communicating sustainability messages. This chapter chooses to illuminate the matter from a range of Malaysian examples, such as the ‘Hijau’ (Green) song and the environmental film Duyung (Mermaid). Moreover, this chapter also underlines the importance of celebrity appearances in sustainability communication, especially those with a strong influence and popularity among their fans and followers. One example is Maya Karin, a Malaysian celebrity who is also known as a green activist. Overall, this chapter emphasises the importance of understanding the right edutainment tools for the right sustainability messages and audiences. More importantly, the communicator needs to ensure that the fun element will not diminish the true meaning and aim of sustainability, while making sustainability communication less dry and dull.
Original languageEnglish
Title of host publicationSustainability Communication across Asia : Fundamental Principles, Digital Strategies and Community Engagement
EditorsMohamad Saifudin Mohamad Saleh, Nur Atikah A Rahman, Shaidatul Akma Adi Kasuma
Number of pages12
PublisherTaylor and Francis Inc.
Publication date10.11.2022
Pages188-199
ISBN (print)9781032314198
ISBN (electronic)9781000818604, 9781003309642
DOIs
Publication statusPublished - 10.11.2022

DOI

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