MEDIA ECOLOGY AND ENTREPRENEURSHIP AN ANALYSIS OF SUSTAINABLE LIVELIHOODS IN TAMIL CINEMA

Eco-entrepreneurship, which plays vital role with innovative livelihood practices has involved
in critical methods to sustainable developments, especially Tamil cinema with in strong socio
cultural influence, aid as strong medium for developing ecological awareness and persuade
sustainable business models, this study examine about depiction of Eco-entrepreneurship in
two films such as Kadaisi Vivasayi (2022) and Boomi (2021),focused eco system 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 study contributes to the developing idea on environmental
communication by highlighting the role of cinema in shaping Eco entrepreneurial attitudes