ANALYZING THE INSIGHTS OF CLIMATE CHANGE RESEARCHERS ON THE ROLE OF MEDIA IN SHAPING PUBLIC DISCOURSE ON ENVIRONMENTAL ISSUES IN PAKISTAN

Abstract

This qualitative research explores the role of Pakistani media in shaping public discourse environmental issues in the country, drawing insights from the focus group discussion involving academic experts in environmental sciences, media and communication, governance and public policy, and economics. Through thematic analysis, the study discovered critical disparities in mass media practices, including episodic reporting that too influenced by the policy agenda with a limited focus on the systemic challenges like governance failures societal inequalities. Main themes emphasized the potential of solutions journalism to encourage community-based adaptation plans and localized mitigation initiatives, together with the strategies for context-specific narratives to bridge rural-urban divide. The study participants highlighted the importance of promoting climate literacy through reliable media coverage, addressing social disparities, and amplifying marginalized communities. The research also underlines the importance of systematic training of the journalist and establishment of the dedicated climate desks in Pakistani media organizations. By addressing such challenges, the media can ensure a transformative role and foster public engagement, equitable representation, and sustainable climate resilience in Pakistan.