Role of Media in Mitigating Climate Crisis: Mixed Method Analysis of Media Promoting Awareness

Abstract

Climate change is a phenomenon that is not immediately apparent as weather patterns undergo a long-term change in their statistical distribution and empirical observations ranging from decades to centuries. It is not geographically confined to any particular region, although some regions are disproportionately affected compared to others, like Pakistan. The first treaty by (the UNFCCC) lately led to the Kyoto Protocol in the 1980s, was about lowering the emission rate and introducing climate awareness. Mixed methods are used with primary and secondary data, in which random sampling was conducted between 112 people. The study concludes that media can play an active role in creating awareness. There is more awareness in Generation Z in comparison with Generation X because they were born in a media-centric age with a better understanding of technical terms, consider media a real issue hence, participate in green activities. While Generation X lacks the required awareness and thinks the other way. The findings also suggest media stay neutral in news-oriented categories i.e. traditional and non-traditional. And to give social media a preferable position as the most utilized platform to spread awareness of this irksome issue among both generations.