Exploring Media Academics’ Perspectives on the Role of Social Media in Promoting Climate Change Awareness in Pakistani Society

Abstract

Aim of the Study: This study explores media academics’ perspectives on the role of social media in promoting climate change awareness in Pakistan, a country that is vulnerable to environmental disasters such as floods, droughts, and heat waves.

Methodology: A qualitative methodology with purposive sampling was adopted for this study, using semi-structured questionnaires to collect data. The study adopted targeting individuals with educational and professional skills. A total of ten participants, having a background in Media, communication, or climate teaching, including media professors and scholars, were selected based on their relevance and field experience.

Findings: The findings suggest that Facebook, Instagram, and X (formerly Twitter) are social media platforms that effectively raise awareness and provide communication channels for the public, activists, and scientific communities.

Conclusion: Through platforms such as X (formerly Twitter), Facebook, and Instagram, local climatic issues - such as floods, heatwaves, fog, and water scarcity are expanded into global stories, making them more visible and relevant to Pakistani communities. These platforms not only promote public discourse but also produce bottom action by sharing real-time information and collecting public opinion for sustainable policy change.