International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056
Volume: 12 Issue: 05 | May 2025 www.irjet.net p-ISSN: 2395-0072
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: TamilCinema,Ecosystem,SDG,Audienceperception,Traditionalframing,Eco-System,Deforestation
1.
INTRODUCTION
Cinemaismassmediumaccumulatesinformationabouteducationandentertainment(Anderson,2018)recentlywesawthe commercial film dominated to all the class and create mass responses through the collection so film makers familiarly concentratethisplatform.Incasecinemaplaysvitalroleinshapingpublicperceptionthroughthestorytellingbecausethereal humancharactertheirdialog,emotionthroughgesturesattractaudienceemotionallysometimesinstillingsocialvaluesand givenawarenessaboutsocialissues, cinemaisimportanttoolreinforcetheculturalheritage,socialrealitiesandadvocatethe forchange,nowadaysworldgoingtotransformfromurbanizationtoindustrializationthischangesgivestheimmediatereflects fromtheenvironmentalchangeandchallenges,cinemahaddevelopedpotentialmediumtoaddressecologicalissuesand promotesustainability(Gupta,2023).
Tamilcinemahasbigtraditionofengagingwithsocialpoliticalthemesoftenreflectingthestrugglesoflaymanproblemsand environmentalconcerns(Vasudevan,2016).Cinemahavecapacitytobridgethegapbetweenentertainmentandawareness easilyinfluenceaudienceperceptionsandbehaviors.Asenvironmentalissuesbecomeescalated,theroleofcinemainfostering ecologicalmindfulnessgainsimportance.Portrayingimpactofhumanactivesontheenvironmentalissuesandadvocatingfor sustainablepractices,cinemainvolvingtoshapingthepublicdiscourseonconservationandresponsibleliving(Rajadhyaksha& Willemen,2022).
ThestudyexploreshowtheTamilcinemarepresentsecosystemsandenvironmentalsustainability,keenlyfocusedonthe criticallypraisedfilmKadaisiVivasayi,directedbyM.Manikandanthroughananalysisofthefilmnarrativeandsurveybased audiencestudy inRamanathapuramDistrict this researchexamineshowTamil cinema influences youth perceptions and behaviorsconcerningecologicaldisputes.Thefilm’sthemeswithSustainableDevelopmentGoals(SDGs),thisstudyhighlights thepotentialofcinemaasareagentforenvironmentalawarenessandadvocacy.
2. RESEARCH PROBLEM
2.1. Media role in awareness
Environmentaldeprivationhasbecomeholdingglobalissuessuchasdeforestation,pollutionandclimatechangebullying ecosystems and biodiversity. Urbanization and industrialization have considerably underwritten to ecological crises
International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056
Volume: 12 Issue: 05 | May 2025 www.irjet.net p-ISSN: 2395-0072
correspondtothedestructionandresourcedepletionthereforeeducatingawarenessaboutenvironmentalsustainabilityis crucialdevelopmentresponsiblebehavioramongthepublic,mediaispowerfulmasstooltoshapethepublicopinionand influencing behaviors toward environmental issues ("Media frames influence...", Science Policy, 2017). Film can provide narrativethathighlightsecologicalconcerns,inspireandadvocateforsustainablepracticesespeciallytraditionalstorytelling methods,charactersandvisualrepresentationofrealworldenvironmentalchangesincorporatingecologicalthemes,filmscan actacatalystsforsocialchangeandencouragingdiscussiononconservation,sustainabilityforresponsibleliving(Rock&Art, 2025).
Tamil cinema have already experience with commitment with social and political themes and represents addressing environmentalconcernsmovieslikeasKadaisiVivasayibringattentiontothestrugglesoffarmers,sustainableagricultureand thevitalofecologicalpreservation,howeverwhichfilmsinfluenceaudienceandcrateawareness,discussionamongyouth remainsanareathatrequiresfurtherexploration.
2.2. Lack of studies on perception of ecology
Today,growingofenvironmentalissuesinTamilcinema,thereisaimportantgapinacademicresearchinspectinghowthese films shape youth perception of ecological and suitability. Youth represent a crucial demographic as they are the future decisionmakersandinfluencerofenvironmentalpractices,indulgenthowTamilcinemainfluencertheirattitudesbehaviorand awarenessregardingecologicalconcernsisimportantforassessingtheroleoffilmsinenvironmentaladvocacy(Saranya, 2022).Moststudiesonmediaandenvironmentalawarenessfocusonthenewscoverage,documentariesorwesterncinema, leavingTamilfilmsunderexploredinthiscontext,thereisneedforcomprehensivestudythatexaminesTamilrepresentation ecosystemanhowtheaudienceespeciallyyoutherespondthetheseportrayals(JaiBhim&Sustainability,2022).Addressing thisresearchgapsthisstudyaimstoanalysestheTamilcinema’sroleinshapingyouthperceptionsofecology,withaparticular focuson Kadaisi Vivasayi.InthiscontentanalysisandaudiencesurveyintheRamanthapuramdistrict,becausethisdistrict basedontheagricultureandblueeconomy.TheyonlyrelatedtotheVaigairiver,Pondandrainsourcesofagriculturefarming grainlikepaddyisthemainsourceofproductionsothestudyassesstheimpactofTamilfilmsinfosteringenvironmental awareness,contributingbroaderdiscourseonfilmroleinsustainabilityamongtheyouthperception.
3. OBJECTIVES OF THE STUDY
ToanalysetherepresentationofecosystemsinKadaisiVivasayi
ToexamineyouthperceptionofenvironmentalsustainabilityinTamilcinema
Toassessthefilm’salignmentwithSustainableDevelopmentGoals(SDGs)
Toexplorethesocio-culturalfactorsinfluencingaudiencereception
Toproviderecommendationsforenhancingenvironmentalmessagingincinema
4. REVIEW OF LITERATURE
Cinema plays important part produce mindfulness about films like Media and Environmental mindfulness related recent studies address the issues Kethan and Basha( 2022) examined the impact of Indian cinema on youth life and behaviour patterns,emphasizingthatfilmscaninitiatechangesinstudyprocessesandpromoteartistictransformation.Theirstudy suggests that cinema acts as a medium for buttressing awareness and impacting public converse on environmental sustainability,Tamilcinemahasprolonghistoryofaddressingsocio-politicalthemes,butitsengagementwithenvironmental concernsisamorerecentmiracle.AstudypublishedinSAGEJournals(2023)analysedTamilfilmsfrom2010to2020,focusing onhowtheydepictscienceandtechnology.Theexplorationindicatesagrowingtrendinincorporatingenvironmentalthemes intomainstreamTamilcinema,demonstratingitspotentialasavehicleforecologicalawareness.SeveralcontemporaryTamil filmshaveaddressedenvironmentalissueseitherdirectlyorthroughmetaphoricalliar.Murthy(2021)discussesfilmslike Eliya Thiramai( 2023) and Aranya( 2021), which portray human- wildlife conflict and conservation efforts. These films highlight deforestation, the relegation of indigenous communities, and the need for sustainable development. Murthy’s researchsuggeststhatTamilfilmmakersareincreasinglyincorporatingvisualrealismandcharacter-drivennarrativestomake ecologicalconcernsrelatabletotheaudience.
One of the most momentous offerings to environmental cinema in Tamil Nadu is Kadaisi Vivasayi (2021), directed by M. Manikandan.ShankarandDevi(2022)examinedthefilm’simpactonfollowershipcomprehensionsofsustainablehusbandry and environmental conservation. Their study found that the film effectively portrays the struggles of a lone planter who continuestraditionalhusbandrypracticesdespitemodernizationandlandacquisitionthreats.Theresearchhighlightsthatthe film aligns with Sustainable Development Goals (SDGs) similar as SDG 2(Zero Hunger), SDG 11( Sustainable Cities and Communities),andSDG15(LifeonLand).
International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056
Volume: 12 Issue: 05 | May 2025 www.irjet.net p-ISSN: 2395-0072
Thisstudycontributestothegrowingconverseonmediaandenvironmentalknowledge,emphasizinghowcinemacanactasa catalystforsocialchange.Also,RaviandKumar(2021)exploredhowTamilfilmsincorporateenvironmentalthemestoraise mindfulness among the pastoral and civic followership. They argue that visual liar in cinema islands the gap between entertainmentandeducation,effectivelyshapingaudiencebehaviourtowardsustainablepractices.
Likewise,Meena(2023)anatomizedmultipleTamilflicksaddressingecologicalissuesandsetupthatnarrativesrootedin traditionalhusbandry,waterconservation,anddeforestationreverberatemoredeeplywithTamilcultduetotheirartisticand indigenoussignificance.Thisreinforcesthepartofcinemaasaimportantmediumforadvocacyandmindfulnessinaddressing environmentalconcerns.
5. RESEARCH METHODOLOGY
ResearchmethodfocusedinmixedsegmentintegratingthecontentanalysisofKadaisiVivasayiFilmandsurveymethodto assesstheaudienceperceptionstudy.The combinationofqualitativeandquantitativemethodconfirmsacomprehensive understandingofhowTamilcinemainfluencesyouthperceptionofecosystemsustainability.
Theoretical frame work: ThestudyisbasedonthefollowingtheoriessuchasEco-CriticismtheoryandSemioticanalysis utilizedtoanalysisincontentanalysis
Cultivation Theory- todecodethesymbolicmeaningsinthefilmespeciallyvisualstorytelling, Semiotic Analysis: toexaminethesymbolicmeaningoffilmsuchsongs,musicandcinematography
Data collection method
Content analysis evaluate the narrative elements, Mise-en-scene and symbolic representation of ecological issues and categorization of visual aesthetics, dialogue and character portrayals related to sustainability and secondly a structured questionnaireswithLikertscalequestiontomeasureaudienceperceptionwithdescriptiveanalysiswithfinding.Thepilot studyconductedwith30respondentsviaGoogleforms,aimtorefinesurveyquestionstherespondentsareexclusively18-35 yearoldparticipantsinRamanathapuramDistrict.
6. CONTENT ANALYSIS
6.1.
Traditional Farming vs Modern Agriculture
Throughthelensofeco-crisistheory,anoldfarmerwenttothemarkettopurchasesomeitems.Hevisitedashopandinquired abouttomatoseeds.Whilethere,hetastedsomecattlefodder.Themerchantasked,"Whyareyoueatingthis?"Theoldman replied,"Ineedtotasteittoensureitsworthinessformyanimals."
Whenheinquiredabouttomatoseeds,themerchantrecommendedhybridseedscostingRs.600,suggestingtheywouldyield higherproductionandprofit.However,themerchantadmittedthathecurrentlyhadnostock.Theoldmanrejectedtheideaof hybrid seeds, saying, "The owner of the hybrid seed company has a son with an impotence disorder. Hybrid seeds are unhealthyforhumanlife."Thus,theoldmanemphasizedthatonlyorganicseedscanprovideahealthylifeforhumans.
6.2. A Reflection on Agricultural Awareness
Incourt,anoldformerfarmerwasaccusedinthecaseofapeacockbeingkilled.Theoldmanrequestedpermissiontocultivate paddyforadeity’sritual.Somepeoplestatedthathewastheonlypersonwhocouldperformthisritualwell.Thejudgeeagerly listenedtothedifficultiesandagreedtocovertheexpenses.However,theoldmanarguedthatpaddyplantshavelifeand shouldnotbeharmed,ashevaluedthemlikehumanlife.Understandingthis,thejudgeinstructedtheconstabletotakeover theoldfarmer’sdutiesontheland.However,sincetheconstablehadnoknowledgeofagriculture,hestruggledsignificantly. Thevisualrepresentationhighlightshowmanypeopletodayareunawareoftraditionalfarmingpractices.
6.3. The Wisdom of Farming
Injail,ayoungmandiscussedagriculturewithanoldfarmerandinquiredaboutitsprocedures.Theoldmanexplained,“Two daysbeforesowingthegrains,youmustploughthefields.Then,soaktheseeds.Onthethirdday,sowtheseeds.After20–25 days,youmusttillthesoil.After30–35days,youneedtotransplantthesaplings.Threeandahalfmonthsafterplanting,you canharvestthecrops.”Theyoungmancarefullynotedeverythingonpaperandsaid,“Aftermyrelease,nooneiswillingtogive meajob.However,mygrandfathergavemefiveacresofland,soIwilllivehappilyandindependentlybyfarming,without beingatanyone’smercy.”
International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056
Volume: 12 Issue: 05 | May 2025 www.irjet.net p-ISSN: 2395-0072
Thesameoldfarmertheninstructedhimtotakeabox,fillitwithsoil,pouralittlewater,andplaceitundersunlight.Aftera fewdays,asmallplantsproutedinthebox.Theoldmanasked,“Howdiditgrow?”Theyoungmanreplied,andthefarmersaid, “TheLordhasgivenusthousandsofseeds.Whenitrains,aplantisborn.Youhaveaneemtreeplant,andyouaskedwhat farmingis?Sowtheseedsofyourchoiceinyourland,givethemwater,andyourcropswillgrow.”
6.4. Finding Peace in Farming
Ayoungmanaskedtheoldfarmerabouthisrelationshipwithapolicemanandsaid,"Haveyoustartedherdingcattletoo?“The policemanreplied,"Youcan'twakeupearlytoirrigatethefield.Whyareyouhere?"
Theyoungmanresponded,"Idid,sir.ButIwilltakecareofmygrandfather’sland.Iwillirrigateit."Herepeatedlysaid,"The twohoursI spend here are theonlytime Ifeel peaceful.Please don’t ask me to go back tothe policestation. “Thevisual representationshowsthepoliceconstableenjoyinghistimeinthefields,symbolizinghowagricultureprovidesapeaceful mind-setandastress-freelife,allowingpeopletoconnectwithnature.
6.5.
Semiotic Analysis
Thefilm'sintroductionscenesdepictmountains,trees,andhumandwellingsinamassiverepresentation,creatingimmense pressureonviewers.Cinematographyplayedvitalroleconveytheecospectaclescreategiganticperceptionofnature. Old farmerintroductionstartswithagricultureculturerelatedvisualsrepresentsfabulouslytotheviewers
6.6.
Environment vs spirituality
ThevillageactivitiesaredepictedthroughLordMuruganinthesongsungbyT.M.Soundararajan,‘KarpanaiEndralum.’This five-minutesongplaysalongsidevisualsofvillagepeopleengagedintheirdailyroutines.Sincetheregionisamountain-based agriculturalarea,thepeopledependoncattleandfarming.LordMuruganisconstantlyconnectedtotheirdailylives.According toTamilSangamliterature,mountainsandrelatedlandscapesareclassifiedas‘Kurinji,’withLordMuruganastheprimary deity.Thus,eachsceneisdeeplyconnectedtospirituality.
Themoviesdepictedthemetopaydutyofdeityritualssuchassofreshpaddyfarmingseedsneedtodepositinritualsbutno onereadytofarmingpaddysotheoldfarmeronlypersonreadypaydirtyritualsitisplayingimportantrole
6.7. Land for sale
Somerealestateagentsexertedpressureonthelandowner,enticinghimwithfinancialgainstosellhishusbandryland.One suchincidentisdepictedinthisfilm.Avillagebigshotvisitedanagriculturallandowner.Onepersonsaid,'Wesoldour15-acre farmlandduetopoverty,soIboughtanelephanttosupportourfamily.‘Somelandbrokersfromrealestatebyapproaching elderlyfarmerstomakeprofitbutdeclinedbyhimThissceneisrepresentedthroughsymbolictraditionsusingvisuals,music, andvernacularsongs.
6.8. Tamil Cinema as an Eco-Intervention Tool
Eco-criticism and semiotic analysis conclude that Kadaisi Vivasayi advocates traditional agricultural practices as environmentallyfriendlycomparedtomodernmethods.Thefilmhighlightsthedestructionofrurallandscapescausedbyland exploitationandurbanization,whichnegativelyimpactlivingbeings.Throughsymbolicstorytelling,itemphasizesthesacred connectionbetweenhumansandnature.
Furthermore,contentanalysisalignsthefilm’sthemes withsustainabledevelopmentgoalssuchasZeroHunger(SDG2), SustainableCitiesandCommunities(SDG11),andLifeonLand(SDG15).Thistheoreticalanalysishighlightshow Kadaisi Vivasayi canserveasapowerfulmediumforenvironmentalawarenessandpublicdiscourse.
7. QUANTITATIVE ANALYSIS
The quantitative research were conducted in survey method random sampling gathered from the 30 youngster in Ramanathapuram.InthispilotstudysamplingquestionareformedfromtheresearchobjectivessuchasRepresentationof ecosysteminKadaisiVivasayi,Socio- CulturalFactorsInfluencingAudienceReception,Film’sAlignmentwithSustainable DevelopmentGoals(SDGs)andRecommendationsforEnhancingEnvironmentalMessaginginCinema.
International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056
Volume: 12 Issue: 05 | May 2025 www.irjet.net p-ISSN: 2395-0072
7.1. Finding and Discussions
Inthissurvey,atotalof30responseswerereceived,withbothboysandgirlsparticipating.Amongtheparticipants,73.3% weremale,and26.7%werefemale.Themajorityofparticipantswereyoungindividualsaged15–20,makingup52.2%ofthe total,whileonly17.2%ofparticipantswerebetweentheagesof26–30.Regardingeducationlevels,70%oftheparticipants wereundergraduates,while16.7%werepostgraduates.Allparticipantswereeducatedindividualswhowerewellawareof societalissues.Intermsofgeographicbackground,60%oftherespondentswerefromruralareas,while24%werefromsemiurban regions. The demographic distribution was received positively, as Ramanathapuram is an urban district with a significantnumberofruralareas,includingvillagesandpanchayats.Mostoftheparticipantswerefromruralareasandeagerly contributedtheirresponsestothisresearch.
The question were formed five categories like representation of ecosystems in Kadaisi Vivasayi, youth perception of environmentalsustainability,film’salignmentwithSustainableDevelopmentGoals(SDGs),socio-culturalfactorsinfluencing audiencereceptionandfinallyrecommendationsforenhancingenvironmentalmessagingincinematotalseventeenquestion wereframedforthispilotstudy.QuestionnairesframedintheLikertscalepattern,inthisfirstsectionrepresenttheecosystem inthisfilm.
7.2. The representation of ecosystems
The survey measured respondents' perceptions of the environmental and ecological themes depicted in the film Kadaisi Vivasayi.Theresultsareepitomizedasfollows61.1%ofrespondentsstronglyagreedthatthefilmeffectivelyportraysthe environmental and ecological challenges faced by rural communities. 69% of respondents strongly agreed that the representationoftraditionalhusbandrypracticesinthefilmwasaccurateandrealistic.51%ofrespondentsstronglyagreed thatthefilmincreasedtheirawarenessofsustainablehusbandryandtheimportanceofecologicalconservation.48.3%of respondentsagreed,and31%stronglyagreed,thatKadaisiVivasayihelpedthemunderstandtheenvironmentalimpactof modernagriculturalpracticescomparedtotraditionalstyles.
Thisanalysishighlightsthefilm’ssignificantpartinraisingawarenessaboutecologicalandenvironmentalissuesamongits audience.
7.3. Youth Perception of Eco- Sustainability & Cultural influence
ThesurveyexploredhowyouthperceiveenvironmentalsustainabilityinTamilcinema,particularlyinrelationtocultural influencesandparticularactions.Keyfindingsinclude
•41.4%agreed,and34.5%stronglyagreed,thattheirculturalbackgroundplaysasignificantroleinshapingtheirperception ofenvironmentalthemesinTamilcinema.
•62.1%stronglyagreed,and24.1%agreed,thatthefilm’senvironmentalcommunicationalignswiththetraditionalvaluesof Tamilsociety.
• 55.2% strongly agreed, and 37.9% agreed, that after watching Kadaisi Vivasayi, they feel more inclined to adopt environmentallyfriendlypracticesindiurnallife.
TheseperceptivityindicatethatTamilcinema,particularlyKadaisiVivasayi,effectivelyreinforcestraditionalenvironmental valuesandinspiressustainableactionsamongyouth.
7.4. Film’s alignment with Sustainable Development Goals
ThecheckassessedtheimpactofKadaisiVivasayiandTamilcinemaonenvironmentalawarenessandsustainability.Key findingsinclude
• 48.3% agreed, and 34.5% strongly agreed, that the film inspired them to learn more about sustainable husbandry and environmentalconservation.
• 51.7% strongly agreed, and 27.6 % agreed, that Tamil cinema has the potential to impact public attitudes toward environmentalsustainability.
•51.7%agreedthatthefilmeffectivelyalignswithSDG2(ZeroHunger),SDG11(SustainableCitiesandCommunities),andSDG 15(LifeonLand)bypromotingsustainablehusbandryandecologicalawareness. TheseresultshighlightKadaisiVivasayiasa powerful mediumfor environmental educationandadvocacythroughTamil cinema.
International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056
Volume: 12 Issue: 05 | May 2025 www.irjet.net p-ISSN: 2395-0072
7.5. Recommendations for enhancing environmental messaging in cinema
ThesurveyexploredopinionsonthepartofTamilcinemainpromotingenvironmentalawareness.Keyfindingsinclude
•42.9%stronglyagreed,and39.3%agreed,thatTamilfilmmakersshouldincludemoreenvironmentalthemesintheirmovies.
•62.1%stronglyagreedthatthegovernmentandfilmindustryshouldencouragetheproductionofeco-consciousfilms.
•79.3%stronglyagreedthatschoolsandcollegesshouldscreenenvironmentalfilmslikeKadaisiVivasayitoeducatescholars. TheseperceptivitypunctuateastrongdemandforenvironmentalliarinTamilcinemaandtheneedforinstitutionalsupportto promoteEco-consciousfilmmaking
8. CONCLUSION
TheexplorationofKadaisiVivasayithrougheco-criticismandsemioticframeworksemphasizeitsinfluenceinpromoting traditionalhusbandrypracticesandecologicalmindfulness.Themoviefullyaddressesenvironmentalissues,fasteningthe sustainabilityoforganichusbandrywiththedangerous goodsofultramodernagrarianprocesses.Inthis movieindicates artisticandspiritualrudiments,thenarrativecorroboratestheprofoundconnectionbetweennatureandTamilsociety,and instructsforthepreservationoftraditionalintellectandenvironmentalsustainability.Thequantitativestudysupportsthese results,virtuallythatthefilmhassignificantlytouchedofffollowershipcomprehensionsofenvironmentalsustainability.Big numberofrepliersagreedthatKadaisiVivasayieffectivelyportrayspastoralecologicalchallenges,enhancesmindfulnessof sustainable husbandry, and aligns with Sustainable Development Goals similar as Zero Hunger (SDG 2), Sustainable metropolisesandCommunities(SDG11),andLifeonLand(SDG15).Also,thefilmresonateswithartisticvalues,buttressing thesignificanceofeco-consciousliarsinTamilcinema.Besides,thestudyunveiledastrongrecommendationforenvironmental messaginginflicks,withactorschampioningforlessergovernmentalandinstitutionalsupportforeco-consciouscinema.The findingsbringouttheeventualityofTamilcinemaasaninfluentialtoolforenvironmentaleducationandpublicconverse, inspiringbothindividualandcollaborativeactiontowardsustainableliving.Inconclusion,KadaisiVivasayiisnotsimplya cinematicexperiencebutacriticalinterventioninenvironmentalconverse.Itservesasaneducationalandartisticartifactthat encouragesculttoreflectontheirrelationshipwithnature, promotinga shifttowardsustainabilityin bothmind-setand practice. Future exploration could expand on these perceptivity by exploring the long- term impact of similar flicks on environmentalbehaviourandpolicy-makingwithinTamilsocietyandbeyond.
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