THE IMPACT OF MEDIA IN EDUCATION FOR THE ENVIRONMENT

Abstract

This study empirically assesses the role of mass media in promoting education for the environment a transformative process that upgrades people from environmental awareness to practical action and behavioral change. The research embraces a mixed-methods approach involving a structured survey of 300 university students and a content analysis of 120 environmental media items across television, radio, newspapers, and social media platforms. Findings reveal that mass media significantly contribute to education for the environment, with social media emerging as the most influential platform for driving pro-environmental intention and behavior. Regression results indicate that exposure to environmental content on social media (β = .28, p < .001) and perceived message credibility (β = .31, p < .001) were strong predictors of behavioral intention. Furthermore, content that included calls-to-action and efficacy-based guidance (such as “how-to” environmental tips) showed a stronger correlation with self-reported behavior than purely informational messages. The content analysis supports these findings, showing that 65% of social media posts containing direct action prompts achieved higher audience engagement than traditional media outputs. The study concludes that mass media, particularly digital and participatory forms, play a crucial pedagogical role in fostering environmental responsibility and sustainability. It recommends that educators, policymakers, and media practitioners integrate credible, action-oriented, and participatory communication strategies into environmental campaigns to enhance behavioral outcomes. The paper also emphasizes the need for continuous collaboration between educational institutions and media organizations to strengthen environmental literacy and sustainability practices in society