Climate Change Education and Communication in Broadcast Media: Content Framing and Audience Reception

Temitope Sarah David, Comfort E. Obaje, Daniel Toochukwu Ezegwu

Abstract


This study critically examines climate change education and communication in Nigerian broadcast media, focusing on message content, framing, and audience reception in Edo State. Grounded in Uses and Gratifications Theory and Perception Theory, the research explores dominant broadcast narratives, audience interpretations, and their influence on environmental awareness, learning, and behavioral change. Using a descriptive survey design, structured questionnaires were administered to 400 residents across Edo North, Edo Central, and Edo South, yielding 385 valid responses. Results indicate that while broadcast media are key sources of climate-related education, coverage remains shallow, episodic, and politically influenced, with news bulletins dominating formats. Although 82.6% of respondents reported positive attitude shifts, only 25.9% considered the educational impact adequate. The study highlights a gap between audience expectations and media delivery, recommending diversified, localized, and sustained programming, enhanced journalist training, and regulatory measures to strengthen broadcast media’s role in advancing climate literacy and environmental education.

Keywords


Audience reception; Broadcast journalism; Climate change communication; Media framing; Nigeria

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References


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DOI: https://doi.org/10.17509/ijomr.v5i2.89034

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