Abstract

This qualitative study explores the landscape of journalistic practices concerning the construction of climate action news in Pakistan. The study offers a comprehensive understanding of the variables affecting media coverage, the difficulties faced by journalists, their perspectives on the climate problem, and prospective improvements. The study's conclusions point to a confluence of circumstances that prevent Pakistani media outlets from covering climate change programmes. These include complex political dynamics and structural limitations in the media environment. The results make it clear that Pakistani journalists would substantially benefit from programmes to develop their capacity so they can better understand and report climate action. The study also yields an important proposal that calls for the Pakistani government to develop a comprehensive policy for climate action. In conclusion, this study makes a substantial contribution to our understanding of Pakistan's complex system of climate reporting practices. It paves the way for more proactive and educated climate action communication and reporting by highlighting the difficulties and opportunities facing the journalism industry.

Key Words

Climate Change, Media Coverage, Journalistic Standards, Pakistan

Introduction

According to the Intergovernmental Panel on Climate Change (IPCC), 2014, one of the biggest problems the world is currently experiencing is climate change, which has a negative influence on the environment, the economy, and people's quality of life. Numerous human actions, including the burning of fossil fuels, deforestation, and the emission of greenhouse gases, have contributed to the issue. Rising sea levels, melting glaciers, and more frequent and severe extreme weather events are only a few of the effects brought on by these variables (IPCC, 2014). The 2030 Agenda for Sustainable Development was established by the United Nations member states in 2015 as a response to global problems. This agenda consists of 169 targets to be met by 2030 and 17 Sustainable Development Goals (SDGs) (Nerini et al., 2017). Aiming to take immediate action to mitigate climate change and its effects is SDG 13, which especially targets climate action (United Nations General Assembly, 2017).

Climate action is a broad strategy that includes mitigation, adaptation, and understanding the underlying causes of environmental shifts in order to solve the difficulties faced by climate change (United Nations, n.d.). It entails proactive steps to lower greenhouse gas emissions, improve resilience to climate-related effects, and advance knowledge of the multifaceted forces influencing changes in the Earth's climate system.

Building knowledge and capacity to address climate change, implementing the United Nations Framework Convention on Climate Change, and promoting mechanisms to increase planning and management capacity are all goals of SDG 13 (United Nations, nd.). Resilience and adaptive capacity to climate-related disasters are also targets of SDG 13. Indicators that go along with these targets offer a tool to track advancement towards achieving SDG 13 and its goals. Reducing the amount of greenhouse gases released into the atmosphere is the main goal of mitigation, which is an essential component of climate action (SDG 13). These gases contribute to the greenhouse effect and the ensuing global warming, particularly carbon dioxide and methane. Communities, corporations, and nations may all play a key part in limiting the increase in global

temperatures by switching from using fossil fuels and adopting cleaner energy sources like solar and wind power (IPCC, 2014).

Contrarily, adaptation techniques aim to increase resistance to the ongoing changes brought on by climate change. Rising sea levels, an increase in the frequency of extreme weather, altered rainfall patterns, and changes in ecosystems are all included in these changes. Proactive planning and the implementation of measures to lessen the negative consequences of these changes are necessary for successful adaptation. For instance, to lessen their vulnerability to increasing sea levels and storms, coastal communities can build flood barriers or adopt better land-use practices. To adapt to shifting rainfall patterns and provide a reliable food supply in agriculture, changes may be implemented (IPCC, 2018).

Along with these useful initiatives, climate action also includes expanding our knowledge of climate change. Understanding the complex interplay between the natural and human processes causing climate change depends critically on scientific study. For making educated judgements and establishing successful policies both locally and globally, this awareness is crucial. Climate action develops shared responsibility and supports the adoption of sustainable behaviours in daily life by raising public understanding of climate change, its causes, and potential solutions (IPCC, 2014).

As the climate catastrophe is intimately related to other SDGs, it is important to address it in addition to SDG 13 (Smajgl et al., 2015). In fact, Nerini et al.'s (2019) structured evidence evaluation suggests that climate change can support all 17 SDGs. For instance, climate change worsens the lack of access to food and clean water (SDGs 2 and 6), raises the risk of sickness (SDG 3), and disproportionately impacts women and children (SDGs 5 and 4) (Nerini et al., 2019). Additionally, combating climate change can encourage the development of clean and inexpensive energy (SDG 7) and open doors for sustainable economic growth (SDG 8) (Sachs et al., 2016). Therefore, adopting steps to address climate change is crucial for reaching SDG 13 as well as the more general objectives of sustainable development.

According to the World Bank (Hussain & Khan, 2022) Pakistan is at a high risk of experiencing catastrophic climate events such as floods, storms, melting glaciers, landslides, rising sea levels, droughts, and food shortages. These difficulties highlight the requirement for greater understanding and activity at the national policy and general levels. German watch reports that between 1999 and 2018, Pakistan had 152 severe weather events, lost 9,989 lives, and suffered an estimated US$ 3.8 billion in economic losses. According to recent data from UNICEF (2022) and the United Nations Office for the Coordination of Humanitarian Affairs (2022), millions of people, including children, as well as the nation's infrastructure, have been negatively impacted by the devastation caused by monsoon rains and floods. The overall damages and economic losses resulting from these incidents are estimated by the World Bank (2022) to be approximately USD

14.9 billion and USD 15.2 billion, respectively. The topic does not receive much attention in Pakistan's mass media, despite these alarming numbers and the mounting urgency of climate change (Virk, 2020).

Media study on climate change has expanded dramatically over the past 20 years, focusing on how important issues are covered in print, electronic, and online media as well as other news settings (Hansen, 2013). Despite of this Previous research has indicated that Pakistan's media provides scant and insufficient coverage of climate change (Boykoff, 2011; Ali, 2010). According to the National Council of Environment Journalists (NCEJ), climate catastrophe issues in Pakistani media received the least attention (Sharif & Medvecky, 2018). This gap in coverage is alarming given that Pakistan is one of the most vulnerable nations to the consequences of climate change,

frequently experiencing heatwaves, droughts, and floods (Carvalho, 2010; Gasher et al., 2012). Sharif and Medvecky (2018) identified that media coverage of climate action news is less than the other South Asian countries.

While admitting the necessity of taking action on climate change, media coverage frequently lacks in-depth research, failing to adequately express the local ramifications of the global climate catastrophe. A group of Pakistani studies that collectively demonstrate a persistent pattern of insufficient reporting on climate action while ignoring the holistic components necessary for complete coverage emphasise this gap. The findings from research like Ahmed and Afzal (2021) show that systemic variables like economic pressures, resource constraints, and a lack of specialised training go beyond merely journalistic abilities to contribute to the obstacles in climate action reporting. It is critical to comprehend the causes of the limited coverage of climate action in Pakistan and to solve the key obstacles mentioned by researchers like Sharif and Medvecky (2018) and Ejaz et al. (2021).

Literature Review

The influence of media analysis on public attitudes and perceptions regarding climate change is undeniable. While scientific research and policy discourse are vital in shaping public understanding and action, media coverage holds equal significance in influencing perceptions and driving change (Boykoff & Roberts, 2007). Indeed, media representations of environmental issues profoundly impact how individuals perceive these issues and the actions they take in response (Nisbet & Scheufele, 2009).

News media plays a pivotal role in shaping public attitudes toward various topics, including climate change (Stecula & Merkley, 2019). Through framing, the media influences people's perceptions of climate change and their subsequent actions. For example, emphasizing the economic costs of transitioning to renewable energy may discourage public support, while framing climate change as a public health issue could garner greater concern and support for mitigation efforts (Nisbet & Scheufele, 2009).

Media figurative practices, such as framing and the use of metaphors, have played a significant role in shaping public understanding of climate change and other environmental issues (Boykoff & Boykoff, 2007). These practices construct narratives around issues, emphasizing specific aspects while downplaying others. How climate change is framed in the media influences public perception and the subsequent actions they take (Nisbet & Scheufele, 2009). Media consumption greatly impacts public awareness and understanding of science (Wilson, 1995), especially regarding complex and technical issues like climate change. Media coverage can translate scientific research into accessible and understandable language for the general public (Nisbet & Scheufele, 2009). Media consumption greatly impacts public awareness and understanding of science (McCombs, 2011), especially regarding complex and technical issues like climate change. Media coverage can translate scientific research into accessible and understandable language for the general public (Nisbet & Scheufele, 2009). However, it is crucial to recognize that media coverage of science can also lead to misunderstandings and misrepresentations, further emphasizing the importance of responsible and accurate media coverage in promoting public understanding and action on climate change.

Mass media encompasses a vast industry of communication professionals, such as journalists, editors, publishers, and broadcasters, who disseminate information through various

channels like newspapers, magazines, radio, television, and the Internet (Boykoff & Roberts, 2007). Media representations take diverse forms, from plays, poetry, and performance art to news reporting and political debate. Over the past two decades, numerous studies have investigated mass media's role in shaping public attitudes toward environmental issues. Bauer’s (1995) review, for example, explored the link between news media and social movements during a time when nuclear power was a significant concern. Likewise, research on the relationship between climate science and social media has expanded, reflecting the dynamic and evolving nature of this field (Brüggemann & Engesser, 2014). These studies underscore the intertwined relationship between media representations and public perceptions of environmental issues, emphasizing the importance of examining climate change representation in the Pakistani press.

As environmental change is a multifaceted, long-term issue, it requires both journalists and the general public to have a certain level of scientific understanding (McKnight & Dunlap, 2011). Despite climate change awareness growing in digital media, mass media remains the most significant information source for the general public on issues like climate change (Anderson, 2009). Global warming has been described as "one of the greatest natural challenges facing our planet" (BBC News, 2015). Pakistan is particularly vulnerable to the effects of global emissions, including earthquakes, floods, droughts, rising temperatures, hurricanes, and sea-level rise, with its regional pollution accounting for just 0.46% of global greenhouse gas emissions (World Bank, 2018). As such, there is a need for greater sustainability practices and prioritizing climate action among economic and financial elites (Cox, 2015). Thus, understanding the media's role in shaping public perceptions and actions in Pakistan is crucial to addressing the growing threat of climate change effectively.

The current climate emergency drives actors in the environmental sector to develop innovative ways of engaging civil society with climate change and promoting sustainable behavioural change (Tavares et al., 2020). Prior research highlights that climate change coverage in the news media can vary widely depending on a country or region's context and media system (Carvalho & Burgess, 2005; Boykoff, 2007; Peters & Heinrichs, 2016). Despite environmental change frequently having disastrous effects on developing countries like Pakistan, their media typically only covers climate change topics after an event occurs (Azmi et al., 2015). In contrast, Climate change has received more media attention in developed nations like the US, UK, Mexico, and Japan throughout 2009 (Boykoff, 2010). While still significantly less than in the UK, countries like Australia, the Middle East, Asia, Western Europe, and Africa saw a rise in climate change coverage in 2006 as well (Boykoff & Roberts, 2007). The political, economic, and cultural circumstances of different nations and areas can have a significant impact on how the media covers climate change (Carvalho, 2010). There is little media coverage of climate change in impoverished countries like Pakistan because environmental issues are sometimes eclipsed by more urgent issues like poverty and security (Azmi et al., 2015). However, as the effects of climate change worsen, there is a pressing need for more media attention and public understanding, especially in the most susceptible areas.

When compared to other Asian and European nations, Pakistan has been shown to be particularly behind in climate change research (Kim, 2011). Climate, ice melting, and extreme weather events have all been linked to climate change in studies from the United States and Norway (Smith & Leiserowitz, 2012). The public discourse frequently presents the problem as a natural phenomenon, despite the scientific community's agreement that human activity is causing climate change (Boykoff, 2007).

Low media coverage of climate change has been attributed to media elites and newsroom pressures faced by journalists (Boykoff, 2007). While Western media has been working hard to convey the message of the climate change crisis, media reports and articles often reflect their preset policies (Bolsen & Shapiro, 2018). Reporting on climate change in English-speaking countries, particularly in the US, has been widely studied, but there is a need for more research on climate change reporting in other parts of the world, including Pakistan. This would provide valuable insights into how different media systems and cultural contexts shape public understanding of and engagement with climate change issues, ultimately informing more effective communication strategies and policy interventions.

As the globe transitions to a more digitised and industrialised era, the human race faces an immediate threat from the worldwide phenomenon of climate change. It is essential to take into account the larger sociological, political, and economic circumstances in which the crisis is being portrayed in the media if we are to address it in an effective manner. So doing so will enable communicators and politicians to create more potent public engagement and behaviour change strategies. Policymakers and communicators can better encourage public understanding and effective action on climate change by understanding the particular characteristics that influence media coverage in various situations (Happer & Philo, 2013).

Based on the literature, to find out the factors contributing to the underrepresentation of climate action news following research questions have been formulated.

RQ1. What are the main factors that limit the media coverage of climate action initiatives in Pakistan?

RQ2. What are the main challenges that journalists face in covering climate change in Pakistan?

RQ3. How do journalists in Pakistan perceive the climate change crisis, and is there a need for capacity building to help them understand and report on this issue more effectively?

RQ4. Based on international standards and expert opinions, what are the essential elements that should be included in a comprehensive coverage policy for climate action in Pakistan?

Method

Due to the exploratory character of the study and the precedent set by earlier researchers who had successfully applied the same methodology, the qualitative research method was chosen for data collection and analysis in this study. All working journalists involved in reporting climate action stories/articles have been considered as the sample population. An adequate sample has been purposively selected by observing the involvement level of journalists in climate coverage. Using a semi-structured open-ended questionnaire, the journalists were asked about reporting mechanisms, hurdles, hindrances, and factors that help or irritate them while covering the issue.

Data collection was done through face-to-face interviews at various locations suggested by interviewees i.e. press clubs, residential homes, and media houses. It took almost two and a half months to conduct these interviews. The questionnaire was prepared to keep the research questions in mind. The interviewees were sent the questionnaire in advance and were encouraged to reach out if they had any questions or needed clarification. Interviewees were free to leave any question unanswered if they wanted. Anonymity was ensured by the researchers to all participants. Interviews were conducted in Urdu, the national language of Pakistan and later transcribed into English, these interviews lasted between 20 to 30 minutes each. To delve deeper into certain arguments, supplementary questions were also posed.

The data gathered through semi-structured interviews was effectively analysed and interpreted in this study using a thematic data analysis technique. Many academic disciplines, including psychology, sociology, anthropology, and education, use thematic analysis to find recurrent themes and patterns in their data (Castleberry & Nolen, 2018; Braun & Clarke, 2019). The researcher's goals in using this qualitative analysis technique were to gather insights, investigate research issues, and develop fresh perspectives.

Reliability and trustworthiness have been ensured, as identified by Smith and Jones (2018) these are critical aspects of qualitative research that guarantee the rigor and credibility of the study's findings. According to Whittemore, Chase and Mandle (2001), reliability aligns with the primary criteria of credibility. Trustworthiness, on the other hand, encompasses several key criteria, including authenticity, criticality, and integrity, which collectively ensure the validity and transparency of the research.

Results and Findings

RQ1. What are the main factors that limit the media coverage of climate action initiatives in Pakistan?

While answering this question, respondents of different media outlets from the state-run and commercial or private sectors offered a variety of perspectives. In general, these viewpoints related to the following:

1)       Political and governmental considerations;

2)       Media landscape and structure;

3)       Political and social elements; and

4)       Communication difficulties.

 

Political and Governmental Considerations

According to journalists, Pakistan, like many emerging countries, has a complicated range of issues involving social development, environmental sustainability, and economic progress. These issues influence the government's goals and actions, which in turn affects the media's emphasis on climate change and associated efforts. Additionally, they think that media coverage is influenced by the political importance given to climate change, as P2 stated, "I would say that government priorities and policies play a major role in shaping media coverage of climate change." Respondents also claimed, that Pakistani political leaders frequently put short-term economic and political objectives ahead of long-term environmental concerns. According to P10, "Oh, you see, as a journalist here in Pakistan, we often notice how the politician's focus leans towards short-term gains and immediate wins." Participants also noted that the absence of political will is further hampered by political elites' lack of awareness and comprehension of the severity of climate change.

 

Media Landscape and Structure

Almost all the participants obtained that, the majority of media outlets are privately owned and operate in a competitive market. To sustain their financial viability, these organizations heavily rely on advertising revenue. For example, P13 said, “media houses often focus on topics likely to attract advertisers such as celebrity gossip or sports news”. The respondents identified a significant factor that refrains media coverage of climate action initiatives is the lack of dedicated environmental reporting desks and, thus lack of reporters who are experts in climate change and environmental issues. The journalists urged the need for specialized desks for environmental reporting as P2 said, "We need dedicated desks for climate change initiatives to give them due attention and raise awareness amongst everyone involved to facilitate collective action". Journalists are also of the view that, without adequate resources for training and development most of the time journalists struggle to stay updated with the latest developments and effectively communicate the complexities of climate-related issues to the public.




 

Table 1

Demographics of Participants

Participants	Age	Gender	Years of Experience	Occupation	Media Outlet
P1.	31	Male	6 years	Reporter	TV
P2.	37	Male	7 years	Reporter	TV
P3.	28	Male	4 years	Reporter	TV
P4.	34	Male	8 years	News Anchor	TV
P5.	46	Male	15 years	Reporter	TV
P6.	42	Male	13 years	Shift Incharge	TV
P7.	39	Male	12 years	Associate Producer	TV
P8.	35	Male	6 years	Reporter	TV
P9.	30	Male	3 years	Reporter	TV
P10.	44	Male	12 years	Reporter	TV
P11.	26	Male	2 years	Reporter	TV
P12.	41	Male	10 years	Rundown Producer	TV
P13.	34	Female	5 years	Associate Producer	TV
P14.	30	Female	4 years	Reporter	Internet
P15.	29	Male	2 years	Reporter	Internet
P16.	43	Male	10 years	PMD Representative	N/a

 




Communication Challenges

Journalists agreed that media often find it challenging to simplify complex scientific information while maintaining accuracy, leading to a lack of comprehensive coverage and a limited understanding of climate change issues among the public. For example, respondent P15 said, "We frequently struggle to accurately and concisely explain complicated scientific material". Another significant hurdle for journalists is the lack of informational access by pertinent government institutions, non-governmental organisations, and other stakeholders. For example, P1 stated that "Limited access to information and data about climate action initiatives is a major challenge for us journalists". P3 also stated, "It can be difficult to obtain data and reports from the government and other organisations."

Most of the journalist who reports from the field acclaimed that the limited access to these regions greatly affects their capacity to document the immediate and long-term impacts of climate change on local communities. Pakistan's diverse landscape consists of a variety of regions that are vulnerable to the impacts of climate change, including floods, droughts, glacial melt, and extreme weather events. Many of these areas are remote and pose significant challenges for journalists attempting to report on climate-related issues due to rugged terrain, inadequate infrastructure, and limited transportation options. For instance, an interviewee P10 said "It's hard to report on climate change in remote areas because they are often difficult to reach. There are often difficult travel routes, inadequate infrastructure, and unreliable transportation options. Accessing the affected places and obtaining the information we require is difficult as a result."

 

Sociocultural Factors

Some of the participants were concerned insufficient public awareness of climate change and its implications poses a challenge for media organizations in effectively covering climate action initiatives. For instance, an interviewee P11 said "People don't understand the issue, and they're not interested in hearing about it. This lack of awareness makes it hard to get people engaged, and it also makes it difficult to attract advertisers for climate-related content." As a result, the demand for climate-related news and information remains low, leading to limited media coverage of climate action initiatives.

Many Journalists pointed out sensationalism frequently drives content preferences in today's competitive media landscape, causing media outlets to give priority to news stories that are dramatic, attention-grabbing, and likely to get more viewers or readers. According to P15, for instance, "In today's media landscape, there is a lot of competition to get people's attention, so news outlets frequently focus on stories that are dramatic and attention-grabbing."

Participants were also concerned that the local perceptions of climate change play a significant role in shaping the media coverage of climate action initiatives in Pakistan. Locality has a profound impact on people's beliefs, values, and behaviours, influencing how they understand and communicate environmental issues. For example, a P2 said “I think local perceptions of climate change are really important. How people understand and experience climate change vary depending on where they live, their culture, and their way of life.”

RQ2. What are the main challenges that journalists face in covering climate change in Pakistan?

When asked about challenges, journalists identified a number of challenges that are potential hindrances in the way of climate action reporting in Pakistan. These can be broadly arranged as (5) knowledge and expertise, and (6) risks and safety concerns. The following is an analysis of each of these arguments.

 

Lack of Knowledge and Expertise

Respondents agreed that climate change is a broad and highly technical subject. However, many journalists in Pakistan might not have received formal education or specialised training in climate science, which might make it more difficult for them to understand and interpret the scientific aspects of climate change. For illustration, a P9 stated, "You know, climate change is no simple topic. It has got so many technical aspects, and as journalists, we might not always have the specialized training in climate science”.

When they were asked about formal training almost all the journalists acknowledged the fact that the scarcity of training programs specifically focused on climate change reporting is the significant obstacle that journalists encounter while covering climate change in Pakistan. Interviewee P10 said, “As a journalist, I have observed that Pakistan lacks training programmes that are explicitly geared towards reporting on climate change.”

When asked how they stay up to date on current developments, respondents claimed that due to a lack of outreach, journalists may find it difficult to obtain current and correct information, which could result in inaccurate or out-of-date climate change reporting. One interviewee, for instance, P1 stated “Climate scientists are less approachable than other experts in the fields of economy, politics, etc. This can make it challenging for me to gather the data I need to produce truthful and instructive tales.”

The need for establishing and maintaining relationships with pertinent experts and institutions working on climate change was recognised by journalists as they shared concerns about the lack of coordination and collaboration between media organisations and scientific institutions.

Risk and Safety Concerns

While reporting from areas that are vulnerable to extreme weather events and environmental disasters, journalists have expressed concerns about the physical risks and dangers they face while on the job. P3 said "It's important to mention, that reporting on climate change means going to remote and tough-to-reach places with limited infrastructure and emergency services. If something happens to us, getting help could be a real challenge and may cause serious consequences". Participants revealed that for most of the time journalists covering climate change issues face opposition and threats from powerful interest groups with deep interests in industries or activities linked to environmental degradation. For Instance, P9 said, "What do you think if I would report Bahria Town or Park View or DHA are responsible for heat waves in Karachi and Lahore metropolitans, may that would be the last day of my job." Almost all of the journalists are regrettably concerned that many of them do not have enough protection and support from the appropriate authorities and media organisations, leaving them open to a variety of risks and dangers if they have to report from a vulnerable or disaster-affected area, for instance, P11 added that "Authorities and media outlets must act now to improve the situation. They must put our safety and wellbeing first by implementing safety procedures, offering training, and providing legal protection".

RQ 3: How do journalists in Pakistan perceive the climate change crisis, and is there a need for capacity building to help them understand and report on this issue more effectively?

A diversity of viewpoints was expressed by respondents from different media sectors when answering this question. These viewpoints generally touched on the following topics: (7) Bottom-tier understanding, (8) capacity-building needs, and (9) ethical considerations. Below is an analysis of each of these arguments.

 

 

 

Bottom-tier Understanding

The results of the thematic analysis showed that although many journalists were generally aware of climate change as a major issue, they may not fully comprehend its complexities. Some journalists showed a fundamental understanding of the idea, identifying it as a phenomenon connected to shifting weather patterns and rising temperatures. For instance, one P13 stated, "almost all the journalists have general knowledge regarding diversified fields such as politics, sports etc. however, they lack general knowledge related to climate, most of the time they are even unaware of most simplified terms such as greenhouse effect, ozone depletion etc."

On a positive note, some journalists demonstrated a strong understanding of the science behind climate change. For example, P5 said “We are facing a serious threat, if we don’t control the emission of greenhouse gases we may consequences like extreme weather events, rising sea levels, and its effects on agriculture, nature and so on. We need to make people understand the science behind climate change and the consequences for them.”

 

Capacity Building Needs

In their interviews, journalists in Pakistan strongly emphasised the need for capacity-building initiatives that concentrate on advancing their investigative reporting abilities. In order to obtain information about climate change, they emphasised the value of training in doing in-depth research, accessing dependable sources, and utilising a variety of approaches. For instance, a reporter (P1) stated" I think there is an absolute need for capacity-building programs for journalists in Pakistan. We need to be able to investigate climate in a comprehensive way and present the information in a way that's accessible and engaging." P2 also said, "I believe that capacity-building programs would be a valuable investment for media organizations in Pakistan". By acquiring these skills, journalists believed they could produce more impactful and evidence-based stories, thereby raising awareness among the public and policymakers.

 

The Call for Ethical Considerations

Journalists perceived the importance of providing fair and impartial reporting on climate change due to its ability to elicit a range of viewpoints and emotions. Journalists also stressed the necessity to disseminate information responsibly and avoid inspiring panic or apathy among their viewers, despite the fact that the seriousness of the climate situation merits attention. For instance, P5 stated, "We must communicate the seriousness of the climate crisis, but we must do so in a way that is responsible and does not foster panic or apathy."

In their perspectives, journalists emphasized the significance of amplifying the voices of affected communities in climate change reporting. A respondent P1 said "I believe that it is important to amplify the voices of vulnerable communities in climate change reporting. We should hear their stories and understand how climate change is affecting their lives. We ought to give them a platform to share their experiences and to be part of the solution.”

RQ4: Based on international standards and expert opinions, what are the essential elements that should be included in a comprehensive coverage policy for climate action in Pakistan?

Respondents suggested a number of measures that could be essentials of an effective media policy for the coverage of the climate crisis and enhance the quality of climate action reporting in Pakistan. Broadly, these can be organized as (10) policy framework, (11) access to data and collaboration, and (12) public engagement and awareness. The analysis of each of these arguments is presented below.

 

Policy Framework

Participants stressed the need for clear and specific objectives in the coverage policy. According to P4, a comprehensive coverage policy for climate change in Pakistan "should have a clear and well-defined scope," P1 went on to say that the strategy "should not only cover the scientific aspects of climate change, but also encompass its social, economic, and environmental dimensions." Participants further suggested that it should explore solutions, mitigation strategies, and adaptation measures in addition to simply highlighting the challenges caused by climate change. For instance, P2 said, "We need to explore the challenges and also highlight the solutions, mitigation strategies, and adaptation measures."

The Policy should also encompass extensive media guidelines and standards. For instance, P14 said, "When it comes to a comprehensive coverage policy for climate action, having dedicated media guidelines and standards is crucial." The coverage policy should incorporate provisions for financial incentives, awards, and recognition to reward journalists and media organizations that excel in reporting on climate change and environmental matters for example, P13 said that "Financial incentives, awards, and recognition can be powerful motivators, encouraging us to dig deeper and invest time in investigative reporting on climate action”.

 

Access to Data and Collaboration

Respondents stressed the significance of setting up centralised platforms to make it easier for journalists, government organisations, research institutions, and non-governmental organisations to share climate data. Furthermore, reporters emphasized that the coverage policy should encourage cross-sectoral collaboration in data sharing. For instance, P11 said that “we must be working with government agencies, scientific institutions, and other media organizations to share data and expertise.” P16 emphasised the critical need to improve journalists' access to scientific studies, reports, and data about climate change in order to support accurate and evidence-based reporting on climate action. For example, he said, "I think one way to do this is to partner with scientific institutions and academic databases." P15 opined that "These partnerships can help us get access to credible research".

 

Promoting Public Engagement and Awareness

Journalists declared that in order to improve public awareness, the coverage policy should give priority to programmes that increase public understanding of climate science, its effects, and the necessity of taking action. The statement made by P9 that "this can be accomplished by incorporating climate literacy programmes and awareness campaigns into media content". Additionally, the coverage policy should include the unique requirements and cultural settings of Pakistan's many regions and social groups. For instance, P16 devised that “It's crucial to customise our reporting for various audiences”. One of the participants opined to facilitate knowledge exchange, the coverage policy should promote forums, consultations, and regular interactions with experts and community leaders. For example, P11 stated that "these engagements would give journalists direct access to valuable expertise, enabling them to gain a deeper understanding of the challenges and opportunities related to climate action."

Discussion and Conclusions

The complexity of climate change concerns does not seem to be fully addressed by Pakistan's media landscape. This shortcoming is apparent when compared to regional norms as

well as international benchmarks, as discussed by Hansen (2015) and Cox (2015). As Hussain and Khan (2022) imply, a combination of political, economic, social, cultural, technological, and scientific variables contribute to this limited coverage. As such, these research findings are consistent with recent media studies literature. From a political-economic standpoint, this study shows that Pakistani media adheres to set guidelines and is strongly dependent on income, which is primarily derived from advertising sales.

There are parallels between Pakistani journalists' responses to climate-related issues and past studies on media institutions and their effects on environmental reporting. In Pakistan, the emphasis on sensational and politically motivated stories, as revealed in the current study, represents how news organisations prioritise particular narratives for better audience engagement, as Gamson and Modigliani (1989) identified. Additionally, the premise that dialogues typically centre around how society and culture understand these occurrences is consistent with the trend for climate action to receive more attention when natural disasters occur. This agreement demonstrates how, as Anderson pointed out in 2009, environmental issues are frequently given less weight when choosing what news to prioritise. Furthermore, the findings of this study corroborate those of an earlier study by Yousaf (2018) that there is less discussion of problems pertaining to improving people's lives in Pakistani media. Taking steps to address the changing climate is one major worry.

The authors also argue that prominent political personalities should speak with the media about climate change during their campaigns. corresponds with the idea put forth by McCombs and Shaw (1972) about the influence of the media on political agendas. They should also push the government to develop strong climate change plans. This is so that the media, by emphasising particular concerns through coverage, can affect public debate and policy priorities. Research also reveals that Pakistani media can benefit from European environmental journalism practices. This approach is comparable to Anderson's 2009 suggestion that we need to examine climate change more broadly and include society as a whole in the conversation. This indicates that the media in Pakistan should concentrate on offering more thorough and accurate coverage of climate action.

Additionally, the study's findings about the accessibility of information are consistent with the notion of the digital divide put forth by McCombs and Shaw in 1972. Effective climate change reporting depends on journalists having access to online information. The difficulties with digital literacy and access to resources that Pakistani journalists encounter are related to the media's function in establishing the agenda and how coverage of particular topics can be impacted by technological constraints (McCombs & Shaw, 1972). This study also unveils the fact that many journalists lack the necessary training to discuss climate issues is a major obstacle in addressing the climate catastrophe. According to other research, journalists must be knowledgeable about climate issues in order to properly discuss them (Smith et al., 2017).

This research study inevitably comes to the conclusion that careful planning and immediate action are required to stop further issues from occurring given the recent climatic changes. Politicians may become more concerned about climate change as a result of hearing about it in the news, and governments may develop better policies to boost the economy, ensure the safety of food and water, and ensure Pakistan has high-quality dams.

This study also demonstrates how the media aids in the public's understanding of the relationship between global warming and more significant social and economic issues. It also emphasises the media's function in collaborating with regional media outlets to discuss climate change. This is consistent with the idea that media networks can spread information more widely and help to increase public awareness of important topics (Entman & Page, 2010). This study is significant since it increases Pakistani citizens' knowledge of climate change.

While the study provides valuable insight into Pakistan's climate action reporting landscape, certain limitations must be acknowledged that limit its universality. It is important to note that a major limitation of the study is its geographical scope, which is limited to a single city. As a result of this restriction, there may be a restriction on the representation of many viewpoints and experiences by journalists from various cities throughout Pakistan. Discourse on climate change is influenced by various social circumstances and geographical difficulties. As a result, the viewpoints and difficulties faced by journalists working in various cities may vary greatly. Future research projects should take a more global perspective to capture a more complete picture of the processes impacting climate change reporting in Pakistan, allowing for the inclusion of many viewpoints and ideas from the whole nation.

Recommendations

Drawing from the comprehensive analysis of journalistic practices in climate action news construction through the presented study, several actionable recommendations emerge.

Constitute a national climate action reporting body that includes journalists, climate experts, policymakers, and people from the community.

1. Media organizations should allocate dedicated resources and time slots for climate action news, emphasizing its significance.

2. Journalists should receive proper training and workshops to ensure they have the necessary knowledge and skills to report on climate change accurately and effectively.

3. To create stories that resonate with multiple audiences, go out to leaders and significant figures from varied cultural backgrounds that can bridge cultural gaps and increase the relatability of climate news to many populations.

4. Create a network of climate specialists that journalists may contact for reliable facts and analysis.

5. Journalists' protection and safety should be a top priority by providing them with safety training, appropriate equipment, and rules for evaluating hazards, all of which improve their well-being.

6. Collaborate with schools and colleges to include lessons targeting climate action in different subjects.

7. Develop a comprehensive capacity-building program that encompasses workshops, seminars, and mentoring opportunities for journalists.

8. Media organizations should set up a code of conduct to check if climate stories are reported fairly and ethically.

9. Make a centralized platform like an e-library or climate news database where media, scientists, and the government can share information about climate.

10. Initiate a nationwide climate awareness campaign that uses various media formats, including TV, radio, social media, and community outreach.

By implementing these recommendations, media organizations, policymakers, and other stakeholders can collectively work towards enhancing the quality, impact, and reach of climate action news coverage in Pakistan.

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