SHAPING ENVIRONMENTAL CONSCIOUSNESS THROUGH DIGITAL MEDIA: A THEMATIC ANALYSIS OF CLIMATE TV ON YOUTUBE

Abstract

This study investigates how Climate TV, a YouTube-based initiative in Pakistan, employs digital storytelling to raise climate awareness and foster environmental consciousness. The research focuses on analyzing how climate issues are framed in the channel's video content and how such framing contributes to public understanding of environmental challenges.

The study adopts a qualitative research design using thematic analysis of selected Climate TV videos. The videos were examined through open coding and thematic categorization to identify recurring patterns, narrative strategies, and framing techniques. Particular attention was given to the use of edutainment formats, cultural symbols, and localized storytelling devices that make climate content more relatable to Pakistani audiences.

The analysis reveals four dominant themes: (1) climate change as a local lived reality, (2) nature and culture as interconnected, (3) urgency and responsibility for sustainable action, and (4) hope and empowerment through collective efforts. The videos simplify complex climate science into engaging narratives while integrating educational and entertainment elements to sustain audience attention. The use of culturally embedded metaphors, visual symbolism, and storytelling strengthens message retention and promotes eco-conscious attitudes.

The findings suggest that Climate TV provides an effective model for climate communication in the Global South by translating abstract scientific discourse into context-driven, culturally relevant narratives. The study concludes that thematic framing through digital media can be a powerful tool for shaping environmental consciousness and fostering climate-sensitive behaviors at the community level.