Media and sustainable devt: Testing the media agenda

We are at a turning point in the development of our global civilisation. It is hard for people to recognise this, caught up in patterns, routines and expectations which are the products of an outmoded economic theory of limitless consumption. Is it not time that the media administer to themselves the test of sustainability? Can media practitioners and managers act in concert to develop an agenda of their own to help bring about sustainable lifestyles? Or, are the media merely captive players in an economic machine, with no choice but to feed t11is consumerist frenzy that seems to be spiralling out of control.