SOCIOLINGUISTIC DYNAMICS OF ECO-DISCOURSE IN PAKISTANI NEWS: ANALYZING HOW LANGUAGE PROMOTES ENVIRONMENTAL SUSTAINABILITY

Abstract

This study examines the sociolinguistic function of eco-discourse in Pakistani news media, focusing on how language and visual imagery shape public perceptions of eco-friendly sustainability practices in the context of heatwave events. Applying social constructionist principles, the study employs Multimodal Discourse Analysis, as outlined by Kress and van Leeuwen (2006), to analyze news articles and images published by major national and international news organizations between March and June 2025. Six news items with images have been selected as the sample of the study. The findings show that thermometers and scientific sources consistently support warnings, while emotional images of vulnerable groups highlight human and infrastructural fragility. Introductory patterns depict government agencies as powerful actors and citizens as recipients of information. Layout techniques also use headlines to create urgency and striking images but often omit references to climate change, portraying heatwaves as isolated weather events rather than systemic crises. These observations demonstrate that media discourse not only reflects public understanding but also influences it, shaping certain narratives and limiting discussion of environmental challenges. The report calls for more contextualized and inclusive reporting that connects smaller-scale threats with broader climate issues, enabling affected populations to engage more critically with sustainability efforts.

Keywords: Multimodal Discourse Analysis, Environmental Communication, Heatwaves, Climate Change, Media Framing, Pakistan