MEDIA’S ROLE IN CLIMATE LITERACY: CHALLENGES AND OPPORTUNITIES FOR PAKISTAN

Abstract

This study examines the critical role of media in promoting climate literacy in Pakistan, employing the agenda-setting theory. The study argues that despite the increasing frequency and severity of climate-related events in Pakistan over the years, a significant lack of climate coverage exists within its media landscape. Through a qualitative and analytical methodology, this research explores how expanded climate journalism can effectively generate awareness and engage the public in dialogues and actions on climate change. Findings reveal the influential role of media in agenda-setting on climate issues. The study concludes by advocating for a more substantial commitment to climate journalism, highlighting the importance of supporting capacity-building efforts for journalists and fostering collaboration between media organizations, civil society, and policymakers. By addressing the identified challenges and harnessing the power of media, Pakistan can better address the climate crisis and advance towards a more sustainable and equitable future.