BEYOND THE HEADLINES: A QUALITATIVE STUDY INTO PUBLIC PRIORITIES AND MEDIA FRAMING OF ENVIRONMENTAL ISSUES IN KHYBER PAKHTUNKHWA

Abstract

This qualitative study explores the convergence and divergence between media portrayals of environmental issues and the lived priorities of the public in Khyber Pakhtunkhwa, Pakistan. As a region acutely vulnerable to the impacts of climate change, understanding the public's reception of environmental information is critical for effective policy and community action. Through in-depth, semi-structured interviews with 30 residents from diverse demographic backgrounds, this research investigates how citizens perceive media framing of environmental news and how their own embodied, local experiences shape their environmental concerns. Thematic analysis of the interview data reveals four key themes: (1) A Perceptual Chasm: A profound disconnect exists between the media's focus on episodic, catastrophic events and the public's concern for chronic, localized problems such as waste management and water contamination. (2) A Crisis of Credibility: Participants widely perceive environmental reporting as sensationalized for ratings and instrumentalized for political purposes, leading to significant distrust in media narratives. (3) The Primacy of Lived Experience: Personal, sensory, and generational knowledge of the local environment consistently overrides media influence in shaping individual and community priorities. (4) A Demand for Empowering Narratives: There is a strong and articulate public desire for a shift away from problem-centric reporting towards solution-oriented, constructive journalism that provides actionable knowledge. The findings suggest that while the media plays a role in raising general awareness, its current agenda-setting and framing practices fail to resonate with the public's primary environmental concerns, potentially hindering meaningful engagement. The study concludes with detailed recommendations for media practitioners, policymakers, and civil society to collaboratively foster a more relevant, credible, and effective environmental discourse in the region. This research contributes a vital, audience-centered perspective to the field of environmental communication from a critical, under-researched global South context.