Examining the Role of TV Channels in Promoting Environmental Awareness Among University Students in Pakistan: A Pathway to Sustainable Development Goals

Naveed  Iqbal; Sahar Zia; Faleeha Zahra Kazmi; Samina Raiz; Aqsa Shabbir; Huma  Tauseef; Amina Muazzam

doi:10.62019/abgmce.v4i1.73

Authors

Naveed Iqbal Department of Mass Communication, Lahore College for Women University, Lahore, Pakistan https://orcid.org/0009-0009-6263-2322
Sahar Zia Department of Geography, Lahore College for Women University, Lahore, Pakistan
Faleeha Zahra Kazmi Persian Department, Lahore College for Women University, Lahore, Pakistan
Samina Raiz Department of Gender and Development, Lahore College for Women University, Lahore, Pakistan
Aqsa Shabbir Department of Electrical Engineering, Lahore College for Women University, Lahore, Pakistan
Huma Tauseef Department of Computer Science, Lahore College for Women University, Lahore, Pakistan.
Amina Muazzam Applied Psychology Department, Lahore College for Women University, Lahore, Pakistan

DOI:

https://doi.org/10.62019/abgmce.v4i1.73

Keywords:

TV channels, eco-friendly ,environmental issues, Clean Green Pakistan, Adopt a Park scheme

Abstract

As environmental crises escalate, the need for solutions becomes ever more pressing. In current situation, media outlets play a crucial role in educating the public about environmental issues. This study investigates the role of TV channels in projecting eco-friendly content and examines how university students perceive such content. Utilizing a survey method, data was collected from 110 university students, comprising both male and female, through purposive sampling. Survey questions focused on the role of TV news channels in highlighting environmental issues. Analysis, employing t-tests and descriptive statistics, revealed that a majority of respondents believe TV channels do not allocate sufficient airtime to environmental coverage. Notably, PTV emerged as the leading channel in environmental content production. Furthermore, TV channels effectively promoted initiatives such as the "CLEAN GREEN PAKISTAN" movement and the "Adopt a Park" scheme. The study underscores the potential for TV channels to significantly contribute to environmental awareness among the masses. This research not only sheds light on media influence but also aligns with the Sustainable Development Goals, particularly those related to environmental sustainability and education.