ENVIRONMENTAL COMMUNICATION: ADVOCATING FOR SUSTAINABLE PRACTICES

Abstract

The global environmental crisis, characterized by climate change, deforestation, species extinction, natural disasters, and ecological degradation, necessitates urgent efforts to address its impacts. Considering the role of environmental communication in promoting sustainable practices and addressing environmental challenges, this qualitative study, informed by Agenda Setting Media Theory, reviewed existing literature on environmental communication, media's role, and sustainability. The findings highlight the complexity of environmental issues and the need for inclusive, participatory, and culturally sensitive communication approaches. It concluded that the study concludes that the potential of science communicators and effective advocacy can reposition sustainability at the forefront of public discourse and drive meaningful social change. The study, among others, recommended moving beyond the mere translation of scientific knowledge and instead promoting environmental education, fostering collaborations, and considering the environmental impact of digital media technology. Furthermore, it emphasizes the need for tailored communication strategies that address specific environmental concerns and sustainability practices in different communities. By adopting these strategies, environmental communication can effectively advocate for sustainable practices and promote a more environmentally conscious society.