Framing of Environmental Risks: A Comparative Study of Traditional Media Coverage and Local Perceptions regarding Smog in Warraich Village

Abstract

Aim of the Study: This study examines the framing of smog as an environmental risk by Pakistani media, investigates the perceptions of residents in Warraich Village, and explores the gaps between media coverage and local experiences.

Methodology: Adopting a mixed-methods approach, the research analyzed news items (n = 40) from national newspapers ARY News Channel and Daily Times Newspaper under content analysis, along with semi-structured interviews with twenty-five village residents. The study is guided by framing theory and the social amplification of risk framework (SARF) to understand how media selectively highlight certain aspects of an issue while marginalizing others, shaping public understanding and discourse.

Results: Findings reveal that Pakistani media predominantly frames smog as an urban environmental crisis, focusing on severity (35%), government interventions (30%), and public precautionary measures (20%). In contrast, villagers perceive smog as a multidimensional threat, emphasizing human health risks (16%), agricultural (12%) and livestock damage, and governance failures. Preventive practices exist at the community level, but only 8% of respondents were adequately aware through media about smog and preventive measures.

Conclusion: Comparative analysis shows a significant disconnect between media and local perceptions, with policy interventions portrayed as effective in media but experienced as symbolic and inadequate locally. The study highlights the need for inclusive, context-sensitive communication strategies to bridge the gap between media framing and rural realities, improving public awareness and policy effectiveness.