Public Service Media and Environmental Awareness: A Case Study of TVRI’s “Inspirasi Tani” Program in Promoting Sustainable Natural Resource Management in Indonesia

Abstract

Environmental degradation and sustainability challenges continue to threaten natural resource management and ecosystem resilience, particularly in resource-dependent countries such as Indonesia. Beyond technical and policy interventions, effective public communication is essential in fostering environmental awareness and sustainable practices. This study examines how TVRI, Indonesia’s national Public Service Media (PSM), promotes sustainability through its program Inspirasi Tani. Using a qualitative case study approach, the research analyses ten selected episodes published on TVRI’s official YouTube channel, complemented by a thematic review of sustainability-related audience comments. Guided by Environmental Communication Theory and Agenda-Setting Theory, the findings show that Inspirasi Tani consistently frames sustainability through practical agricultural narratives emphasizing resource efficiency, climate adaptability, biodiversity utilization, and green entrepreneurship. Sustainability is presented not as an abstract environmental agenda but as an accessible and economically viable livelihood strategy. Audience engagement patterns, including educational recognition, technical inquiry, and adoption-oriented responses, indicate that audiences view sustainability messages as actionable agricultural knowledge. The study highlights Public Service Media's strategic communicative role in normalizing sustainability discourse and supporting sustainable natural resource management in developing-country contexts.