Abstract

Purpose: This study critically examines the relationship between media portrayal of climate change and youth environmental action, interrogating the extent to which framing, content accuracy, and narrative strategies influence awareness, concern, and proactive behaviors among young people. In a context where youth represent both vulnerable populations and potential change agents, understanding media influence is pivotal for fostering informed and sustained environmental engagement.

Methodology: A quantitative research design was employed, using structured surveys administered to 1,200 participants aged 15–30 across urban and semi-urban regions. Media consumption patterns, perceived credibility of climate messaging, and reported environmental behaviors were measured. Statistical analyses, including correlation and regression models, were used to identify predictive relationships between media exposure and environmental action.

Findings: The results reveal that youth exposure to solution-oriented and locally contextualized media content significantly predicts both environmental concern and engagement in pro-environmental actions. Conversely, sensationalized or politically polarized portrayals correlate with apathy and disengagement. Peer influence, trust in media, and repeated exposure emerge as critical mediators. These findings suggest that not all media coverage is equally effective in mobilizing youth climate action.

Value: By combining a robust quantitative approach with a critical analysis of media framing, this study offers novel insights into how specific media strategies shape youth environmental agency. The research highlights the necessity of nuanced, credible, and youth-centered climate communication strategies, contributing to both academic discourse and policy frameworks aimed at sustainable youth engagement.