The Dire Need of Ecological Sustainability in Pakistan: The Agenda Setting Role of News Media to Address Environmental Problems

Pakistan is struggling from a major challenge stemming from the twin problems of declining economy and environmental degradation. There is sufficient evidence to suggest that the country is failing in its battle to protect its environment. Considering its wider reach and influence, the need for news media’s strategies to set a public agenda for fostering ecological sustainability is felt than ever before in Pakistan. Therefore, drawing on the agenda setting theory, this study explored the Pakistani journalists’ views about possible strategies that the country’s news media can use to set the public agenda of ecological sustainability. In doing so, this study used the qualitative method of in-depth interviews and analyzed the data using inductive thematic analysis. The interviewed Pakistani journalists suggested four key strategies to set a public agenda on ecological sustainability: (i) news verification to combat dis/misinformation, (ii) fostering knowledge-based journalism, (iii) improving public trust and engagement, (iv) and solution-oriented news reports. They emphasized using specialized knowledge and using right sources to consult for information on ecological sustainability solutions relevant to the particularities of the provinces in Pakistan. They also urged for combating disinformation so as to improve the public trust deficit about ecological sustainability news among Pakistanis.