Exploring the Most Effective Mass Media Tools for Creating Awareness of Climate Change: A Study

Abstract

In the twenty-first century, climate change is one of the most challenging issues for humanity, and mass communication channels, particularly radio and television, play a vital role in creating awareness of climate change among people in third-world countries. This study aimed to explore the more effective mass media tools for creating awareness of climate change. Data for the current study were collected through in-depth interviews with media experts and climate change authorities in Afghanistan. The study revealed that there are many ways to communicate with the public. Still, the most effective is through the mass media, because the mass media can communicate with millions of people at a time, everywhere. Furthermore, low literacy rates and poor socioeconomic conditions are the main reasons that most Afghans turned to radio and television. Besides, access to print media and the Internet in Afghanistan is limited. Radio and television are the best sources in the first place to create awareness of climate change.