RESOURCE ALLOCATION AND PROFESSIONAL PERSPECTIVES: EXPLORING THE ROLE OF MEDIA IN CLIMATE CHANGE REPORTING

Abstract

This study examines resource allocation and professional perspectives on climate change reporting in Pakistani media organizations, using the Agenda-Setting Theory as a framework. The study's qualitative interviews with mainstream media journalists reveal substantial problems, such as insufficient funding, outdated technology, and insufficient training, all of which lead to poor climate change reporting. The findings show a gap between journalists' understanding of their duty and the actual priority given to climate change issues, which is mostly attributable to event-driven reporting, economic pressures, and government influences. The study examines both obstacles and potential in climate change reporting, emphasizing the need for improved resource allocation, training, and greater collaboration across media, government, and civil society. The recommendations include raising public awareness, conducting educational initiatives, and encouraging collaborative efforts to improve climate change coverage. By addressing these difficulties, the study hopes to contribute to more effective environmental reporting and informed public debate about climate challenges.

Keywords: Climate Action, Climate Change Reporting Pakistan, Resource Allocation, Public Awareness, Media Organizations.