Sustainability communication in indian film: are popular bollywood films promoting sustainable development goals (sdgs)? An analysis of jhund (2022)

Abstract

In Indian films play an important role in the journey towards social, economic, political and cultural developments? It is important to understand how far Indian films reflect global concerns regarding social development. The Sustainable Development Goals (SDGs), outlined by the United Nations General Assembly in 2015, serve as an appropriate framework for understanding this. As an effective form of mass media, film is considered one of the important media for sustainability communication. This paper attempts to assess the nature of SDGs dealt with in 21st century Indian films, particularly popular film narratives. The Hindi language film Jhund (2022),Former sports coach Vijay Barse invests his time and hard-earned money to train underprivileged kids in football, to keep them away from drugs and crimes seeded in Nagpur’s underbelly.The film witnessed the livelihoods of the slum dwellers and the changing lives of the youth who depended on them and was seen as a hope for sustainable communication about people's rights. Using a thematic analysis based on the 17 SDGs, the paper attempts to identify the existence of three main dimensions of the Sustainable Development Goals (SDGs): Social, Economic and Environmental.