Media Coverage of Climate Change: Audience Perspectives Through Social Cognitive Theory

Umay Kalsoom; Dr. Deeba Shahwar

doi:10.63056/ACAD.004.03.0431

Authors

Umay Kalsoom Research Scholar, Department of Mass Communication, The Women University, Multan, Pakistan Author
Dr. Deeba Shahwar Assistant Professor, Department of Mass Communication, The Women University, Multan, Pakistan Author

DOI:

https://doi.org/10.63056/ACAD.004.03.0431

Keywords:

Climate change, electronic media, public perception, Pakistan, social cognitive theory, environmental communication

Abstract

This study investigates the role of electronic media in shaping public perceptions of climate change in Pakistan. Using a quantitative survey methodology based on social cognitive theory, the study examines how news coverage by prominent channels such as GEO News and ARY News influences awareness, concern, and behavioral intentions regarding climate change. A total of 200 respondents from South Punjab, including students, teachers, professionals and housewives, were surveyed. The results show that while 83.5% of respondents are exposed to weather news, only 36.5% consider the coverage to be adequate. A high level of concern about climate change was observed, with over 90% of people recognizing the human contribution to global warming. However, the coverage lacks scientific depth and consistency, limiting public understanding and engagement. The study concludes with recommendations for media reform, policy support, and improved communication strategies to increase public knowledge and promote climate-related responses.