Shifting Media Landscape

Analysing the Influence of Alternative Media on the Mainstream Discuss of Climate Change and Sustainabilit

Abstract

As the world grapples with the intricate challenges of climate change and sustainability, the media landscape plays a crucial role in shaping public perceptions and driving collective action. This study aims to investigate how audiences interact with climate change narratives in both alternative and mainstream media (MSM). Moving beyond the traditional focus on mainstream media's dissemination of scientific data, this research explores how alternative media, encompassing online outlets, independent news sources, and grassroots initiatives, contribute to a more diverse and nuanced understanding of climate change. Two communication theories were used in this study which comprises of Agenda setting theory and Reception theory. Through qualitative approach and employing thematic analysis, focus group discussions (FGDs) was conducted to gather data for the study. The study reveals employing storytelling and personal narratives to evoke empathy and connection, motivating individuals to take action. Alternative media's focus on diverse voices and critical perspectives can lead audiences to engage in deeper analysis and question dominant narratives. Equipping audiences with the skills to discern fact from fiction, fostering informed public discourse. The study recommends a multi-pronged approach to maximize the positive impact of media on climate action. This includes diversifying mainstream narratives, promoting positive climate stories, emphasizing social justice, supporting alternative media platforms, enhancing media literacy programs, fostering collaboration between media sectors, facilitating audience engagement, and investing in ongoing research on audience reception.