From Awareness to Action: Exploring the Role of Media in Climate Change Education and Engagement in Pakistan

Abstract

Global sustainability is at risk because of climate change and solving this issue needs good communication. Pakistan is one among those countries across the globe which is facing adverse effects of Climate Change in the region. With a focus on how different media channels helps to increase awareness, create public opinions and actions; this study examines the role of media in Pakistani public discourse involvement and climate change education. The research examines how traditional media platforms like television, radio, newspapers and now digital social media online news portals is uses to inform and mobilize the public especially youth and urban populations in the context of a developing nation with varied media consumption patterns and educational disparities. The study investigates the efficacy reach and impact of media driven climate message using a mixed-methods approach that combines surveys interviews and content analysis of media coverage. Climate change is nowadays a multi-disciplinary and researchers scholar conduct studies according to their own field and interest but the subject matter is common it effects all as nation and it needs to be resolved via various developmental steps. The results show that using media as an educational gadget has both advantages and disadvantages including problems with accessibility public trust and disinformation. The study concludes that action is dependent upon awareness and media in Pakistan plays a significant role in bridging awareness and action by offering insightful climate change education that motivates media audience for engagement with climate change initiatives like clean-green Pakistan and billion tree tsunami project. The analyzed data is presented through pie charts for the ease of understanding of its readers.  This study advances the readers, scholars, researchers and policy maker’s knowledge of how Pakistani media might operate as an agent of change to close the gap between active environmental behavior and climate awareness. Climate change is somehow a national emergency which is not understood by Pakistani leaders and are not addreseed similarly a very less work is done in this domain. This study recommends several aspects to reduce nature disturbance by humanized activities, collective efforts to reduce water, air, and land pollution. This study suggests taking developmental initiatives like E-Bikes and clean-green Pakistan initiative. Digital media plays a vital role in youth activation, national agenda setting, virtual national movements, and policy development