The Influence of Media on Public Perception of Climate Change in Chongwe

Abstract

explore challenges faced by journalists in reporting climate issues. A mixed-methods approach was adopted. Quantitative data were collected through surveys administered to farmers and youth, while qualitative data were obtained through interviews with journalists and media practitioners. Quantitative data were analysed using descriptive statistics and chi-square tests in SPSS to determine relationships between media use and awareness levels. Qualitative data were analysed thematically to identify recurring patterns in climate reporting and media framing. The findings revealed clear demographic differences in media consumption. The majority of farmers (70%) relied on radio as their primary source of climate change information, whereas most youth (71.4%) depended on social media. A statistically significant relationship was found between frequency of media use and climate change awareness. Radio emerged as the most trusted and behaviourally influential platform, particularly in rural areas. In contrast, social media was effective in raising awareness among youth but recorded lower trust levels due to concerns about misinformation. The study also identified constraints in climate reporting, including limited journalist training, editorial pressure, and inadequate access to local data, resulting in coverage that often emphasises disasters rather than practical adaptation strategies. The findings imply that climate communication strategies should be audience-specific, combining trusted traditional media with credible digital platforms. The study recommends strengthening community radio, enhancing journalists’ climate reporting capacity, and promoting locally relevant, solution-oriented content. Future research should investigate long-term behavioural impacts of media exposure and evaluate integrated communication models across different rural contexts in Zambia. Keywords: Climate change communication; Media influence; Climate-smart agriculture; Radio; Social media; Zambia.