International Research Journal of Engineering and Technology (IRJET)
e-ISSN: 2395-0056
Volume: 12 Issue: 05 | May 2025
p-ISSN: 2395-0072
www.irjet.net
The Evolving Dynamics of Tamil Cinema: Insights into Audience Reception and Engagement V.Gowri Rajan1, Dr.V.Jayalakshmi2 1Ph.D, Research Scholar, Department of Visual Communication, School of Science and Humanities, Vels Institute of
Science, Technology and Advanced Studies (Deemed to be University), Chennai, Tamil Nadu, India.
2 Assistant Professor, Department of Visual Communication, School of Science and Humanities, Vels Institute of
Science, Technology and Advanced Studies (Deemed to be University), Chennai, Tamil Nadu, India. ---------------------------------------------------------------------***---------------------------------------------------------------------
Abstract - Motion pictures is a significant medium for spreading information and promoting positive values in society. Across
the world, it has been used to highpoint ancient societies and traditions that emphasize environmentally sustainable practices. In moment’s digital age, fast-moving development frequently overlooks environmental impact, contributing to problems like deforestation and pollution. This study examines how Tamil cinema represents ecological issues, fastening on the film Kadaisi Vivasayi by M. Manikandan. Using a mixed- styles approach, including content analysis and a study in Ramanathapuram District, the study explores spectators views and the film’s environmental communication. A pilot study helped upgrade the exploration. Findings show that Kadaisi Vivasayi raises attention about sustainable husbandry and the environmental struggles of pastoral communities. It fosters a deeper appreciation for traditional ecological knowledge and aligns with Sustainable Development Goals ( SDGs) similar as SDG 2( Zero Hunger), SDG 11( Sustainable metropolises and Communities), and SDG 15( Life on Land). The study concludes that Tamil cinema, through movie like Kadaisi Vivasayi, can significantly impact youth attention, postures, and actions toward environmental conservation. As a medium, cinema holds possible for eco-intervention by encouraging public engagement in sustainable living and environmental protection. Therefore, Tamil cinema can be a vital tool for promoting ecological knowledge and social change.
Key Words: Tamil Cinema, Ecosystem, SDG, Audience perception, Traditional framing, Eco-System, Deforestation. 1. INTRODUCTION Cinema is mass medium accumulates information about education and entertainment (Anderson, 2018) recently we saw the commercial film dominated to all the class and create mass responses through the collection so film makers familiarly concentrate this platform. Incase cinema plays vital role in shaping public perception through the story telling because the real human character their dialog, emotion through gestures attract audience emotionally sometimes instilling social values and given awareness about social issues, cinema is important tool reinforce the cultural heritage, social realities and advocate the for change, nowadays world going to transform from urbanization to industrialization this changes gives the immediate reflects from the environmental change and challenges, cinema had developed potential medium to address ecological issues and promote sustainability (Gupta, 2023). Tamil cinema has big tradition of engaging with social political themes often reflecting the struggles of layman problems and environmental concerns (Vasudevan, 2016). Cinema have capacity to bridge the gap between entertainment and awareness easily influence audience perceptions and behaviors. As environmental issues become escalated, the role of cinema in fostering ecological mindfulness gains importance. Portraying impact of human actives on the environmental issues and advocating for sustainable practices, cinema involving to shaping the public discourse on conservation and responsible living (Rajadhyaksha & Willemen, 2022). The study explores how the Tamil cinema represents ecosystems and environmental sustainability, keenly focused on the critically praised film Kadaisi Vivasayi, directed by M.Manikandan through an analysis of the film narrative and survey based audience study in Ramanathapuram District this research examines how Tamil cinema influences youth perceptions and behaviors concerning ecological disputes. The film’s themes with Sustainable Development Goals (SDGs), this study highlights the potential of cinema as a reagent for environmental awareness and advocacy.
2. RESEARCH PROBLEM 2.1. Media role in awareness Environmental deprivation has become holding global issues such as deforestation, pollution and climate change bullying ecosystems and biodiversity. Urbanization and industrialization have considerably underwritten to ecological crises
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