The Role of Broadcasting Channels in Spreading Environmental Awareness and Their Impact on Enhancing Sustainable Behaviours

Abstract

Objectives: This study explores the significance of broadcasting channels in promoting environmental awareness and their influence on fostering sustainable behaviours among students of the Mass Media College.

Methods: This research is categorised as descriptive. Methodically, it relied on a survey. The research is conducted through the students of the Mass Media College of Baghdad University in the three departments (radio-television, mass communication, and journalism) for the academic year 2024-2025. The study sample was 10% of the research community, which reached 100 participants selected conditionally.

Results: Women aged 18 to 24 make up the most commonly represented group in the sample due to their strong interest in environmental issues. Their overall exposure to broadcast channels was average; however, their engagement with specialized programs was low, as they tend to prefer content that aligns with their personal interests. Broadcasting channels played a significant role in fostering moderate environmental awareness, and the engaging language and style they used contributed to this awareness among students. The participation of students in Media outreach campaigns reflected the range of awareness toward their environment; They engage with and analyse the content of environmental issues with a partial level of awareness, and the awareness messages that most effectively captured their attention were those concerning natural resources and energy and the most commonly observed sustainable behaviour was water conservation. Broadcasting channels contributed to a 66% agreement rate in enhancing environmental awareness among students of the College of Media

Conclusions: Broadcasting channels have a partial impact on consolidating environmental concepts and increasing awareness among college students via programs, language and style used, however, it cannot be enough of a main reason to create a strong and deep awareness in changing certain behaviours toward the environmental issues directly. One of the most important issues of concern to the community is water conservation, as people's interest tends to arise from their needs; that is, the more a topic relates to their personal needs and daily usage, the more likely it is to attract their attention. Broadcasting channels must dedicate more space for environment-specialized programs. Campaigns should prioritise the use of more sophisticated and interactive communication strategies in order to attract audiences effectively and foster a stronger and more sustainable impact.