Mainstream and Interactive Media Programming – Multiplying the Message

Purpose: As a way of mainstreaming the above two programs, Pop Sustainability embeds its results in popular youth culture distribution outlets, further promoting the issues of sustainability in popular culture, further expanding the audience

Program: For better or worse, television has become the preeminent communication tool in the world with over one billion television sets currently in use. Half the world has never made a telephone call, yet three quarters of the world watches television. Television legitimizes ideas: those reflected daily on television become readily accepted, those seldom seen or heard become suspect. Increasingly, the mass media of communication has become the means by which most people, especially the young, develop certain values, patterns of behavior and perceptions of beauty, femininity,
masculinity, success, love and sex. "Those who have the mass media in
their hands ... bear responsibility for the world and for the future of humanity,” said Vaclav Havel (Sunrise Magazine, 1995).

The explosion of media channels presents a new opportunity beyond the challenges of globalization. This new reality - the pervasive influence of mass communication in our lives - has led to the development of the knowledge society - a society driven by the engine of information, communication, and its product, knowledge.

Pop Sustainability proposes to utilize these multiple channels of media and communications technology to engage the young adult population in learning
and in expressing their vision for the future. These communications
technologies, as old as TV and as new as PDA’s can be a forum for debate on important issues and a celebration of the creativity of our global cultural diversity.

Pop Sustainability’s interactive media capabilities are the backbone of its communication strategy. They are an authentic source of cutting edge culture, information, style, and action resources. Pop Sustainability uses the Internet to facilitate working with nonprofit and for profit organizations to build consensus, expand campaign themes, and conduct promotions.

Mainstream television programming and other popular media products are the next major undertaking that allows Pop Sustainability to even more
powerfully multiply its message. Such programming plans include taking the
content generated in the “Youth Empowerment and Training” program and formulating reality-based TV programming. Another interest is in creating compilation music CD’s that represent the style of Pop Sustainability and music with a message.

Measurable Objectives: By the year 2010, through a combination of online, mainstream television programming, merchandise such as music Compact Discs, and mobile technology games, Pop Sustainability reaches over 1 Billion Young Adults.

© 2002 POP SUSTAINABILITY