PERCEPTION OF UNIVERSITY STUDENTS TOWARDS ROLE OF ELECTRONIC MEDIA IN CLIMATE CHANGE AWARENESS

Abstract

Climate change is a global issue, and the Media is a crucial source to resolve the issue. This study investigates University students’ perceptions of the importance of electronic media, particularly television, in creating awareness about climate change. It investigates how students interact with media content on environmental issues, their satisfaction with Pakistani TV channels' coverage, and the perceived usefulness of television in raising climate change awareness. The research collects data from survey of 100 students of different departments of Shaheed Benazir Bhutto University Nawabshah using quantitative methodology .The findings show that, while television is a major source of climate-related information for students, there is only a moderate level of engagement with climate change content. The study emphasizes the importance of more accurate, regular, and accessible climate change programming, particularly in news and documentary styles. Furthermore, it suggests that viewers' attitudes and actions can be influenced by media coverage of environmental issues, which promotes sustainable practices. The study's recommendations for ways to enhance media content and its effects include working with environmental professionals, broadcast more frequently to connect with younger viewers.