Ecosystem Representation and Sustainability Awareness in Popular Modern Tamil Films

Our traditional environmental awareness must be known to the generations through family
practices. Contemporary education mostly relies on technical and professional studies as the minimum
possible way to know environmental consciousness. Everyone's lifestyle leads to a machine model; we have
been getting aid from artificial intelligence for whatever we need, but cinema is the channel that carries
information and influences audience attitudes, which has the power to influence the mass audience. In recent
days, commercial collections and public priorities have resulted in giving positive space. People's
contemplation of eco-entrepreneurship is not profitable compared to other industries. People must
understand this through our observation. Which medium can implement this seed to the people? Cinema is
the only medium to create some awareness about the ecosystem and sustainabilities.Tamil cinema, with
strong socio-cultural influence, aids as a strong medium for developing ecological awareness and persuading
sustainable business models. This study examines the depiction of eco-entrepreneurship in two films such
as Kadaisi Vivasayi and Boomi, focused on ecosystem and sustainability issues in mass media
representation. Using qualitative content analysis methods to identify the key themes like organic farming,
water conservation, community-based enterprise, and environmental activism. To complement the textual
analysis, Audience perception data is collected through the short survey to assess the film's influence on
eco-conscious thinking and entrepreneurial intent. Research findings show that while both films address
ecological issues and advocate sustainable practices, they also integrate environmental values into
compelling narrations and nurturing awareness and inspire audiences to adopt sustainable values. This
research advances the understanding of ecological communication via examining cinema’s part in shaping
eco-entrepreneurial attitudes.