ASSESSING THE ROLE OF THE MEDIA IN PROMOTING ENVIRONMENTAL SUSTAINABILITY CAMPAIGNS IN THE NEW JUABENG MUNICIPALITY

Abstract

Environmental awareness is a strategic communication process aimed at spreading knowledge about the environment, human development's impact on it, and sustainable development. With 3000 satellites and 2600 global media channels, the media reaches nearly 1.5 billion people globally. A comprehensive analysis of the role of media in promoting environmental awareness in the New Juaben South Municipality based on statistical data. The research involved data from 46 media professionals and 107 community members, meticulously analyzed using SPSS 27. The findings reveal a strong commitment to environmental sustainability campaigns, with a unanimous 100% of respondents actively engaged. Media coverage is perceived as moderately substantial, with 76.1% indicating moderate coverage and 23.9% observing limited coverage. The primary roles attributed to the media in promoting environmental sustainability are educating the public (43.5%), raising awareness (50%), and inspiring behavior change (6.5%). Challenges encountered include measuring impact (15.2%), low public interest (58.7%), and limited resources (26.1%). Collaboration with stakeholders, including government and NGOs, is prevalent at 100%, with varying impacts on sustainability. Media's influence on public opinion is notably high, with 60.7% considering it highly influential. Radio (57%) emerges as the preferred platform for environmental sustainability information, followed by television (33.6%). The current level of collaboration between community members and the media is viewed positively. These statistical insights emphasize the media's indispensable role in driving awareness and action for environmental sustainability within the New Juaben South Municipality, emphasizing the significance of continued collaboration between media organizations and the community to further advance sustainability efforts.