Media Influence on Climate Change Discourse in Pakistan

Abstract

This study delves into the examination of public perceptions concerning the influence of media on the discourse surrounding climate change in Pakistan. By scrutinizing the role of media in shaping social, political, biological, and economic narratives related to the climate crisis, this research aims to provide insights into the dynamic interaction between media representations and public understanding of environmental issues. Through comprehensive analysis, the study seeks to uncover the complexities of how media portrayal influences public perceptions and responses to climate change in the Pakistani context. The project objectives were how information on climate change is communicated and received across varied groups, with a focus on understanding the influence of media outlets such as television, radio, and internet platforms. For this purpose, it affects the level of climate change awareness in different places. The study emphasizes the significance of developing personalized communication techniques for different locations in order to successfully address the particular difficulties that each community faces. It also looks at the media's role in promoting sustainable practices and instilling a feeling of environmental responsibility in the public. The study emphasizes the importance of improved coordination across media outlets, government agencies, and environmental organizations in order to improve the accuracy and reach of climate change information. Understanding the impact of the media on rural and urban people is critical for establishing targeted interventions that contribute to a more informed and environmentally conscious society in Pakistan, however, the outcome of the study shows that the majority of the respondents are well aware of the environmental and climate change issues but majority of them do not practice the same precautions. 

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