BRIDGING THE DIGITAL DIVIDE IN CLIMATE GOVERNANCE: HOW MEDIA TRUST AND FRAMING SHAPE CLIMATE-RESILIENT URBAN PLANNING IN PAKISTAN

Abstract

This article explores the critical role of media in influencing climate-resilient urban planning in Pakistan, focusing on the city of Sargodha as a case study. Utilizing a quantitative cross-sectional design, the research surveyed 200 purposively sampled respondents from key stakeholder groups, including district administration, builders, agriculturists, and households. The study collected information through surveys and examined the results using SPSS and chi-square tests, based on the Knowledge-Attitude-Practice (KAP) framework and the Media-Policy-Public Interaction Model. Despite 91% of participants reporting daily or weekly reliance on social media for climate information, trust remains alarmingly low among vulnerable groups—only 6% of agriculturists expressed high trust. Traditional media fared no better, with 56% of farmers distrusting television. Media was perceived as useful in raising awareness (52%) but inadequate in encouraging action, with only 32% acknowledging solution-oriented framing and 28% citing coverage of economic benefits. Institutional stakeholders demonstrated higher engagement and trust levels compared to the general public. These findings reveal a deep trust deficit, a limited use of localized and visual storytelling, and an urgent need for segmented communication. The study offers critical insights for enhancing the role of media in urban climate governance through localized, trust-building, and action-driven strategies. It positions media not just as a conveyor of information but as a transformative agent for equitable and inclusive urban resilience