MEDIA INFLUENCE ON CLIMATE CHANGE DISCOURSE IN PAKISTAN: A CRITICAL REVIEW

Abstract

This review article investigates the influence of the media in promoting climate change awareness and behavioral reactions in Pakistan. Based on the theoretical frameworks, agenda setting and cultivation theory, this review article incorporates the present understanding of how various media platforms including television, radio, and internet-based sources influence public perception of environmental issues and climate change phenomena. The present study looks into how the information is being delivered, received, and perceived across different groups, and has different impacts on rural and urban populations. By analyzing the ways which are created by media channels, generating environmental consciousness, this review highlights the major aspects that contribute to the fulfillment of the awareness action gap and examines implications for the formation of focused communication strategies. The results highlight for a very critical need for successful media driven interventions, that in Pakistan's complex social context converts climate awareness into long lasting behavioral change.