A media model of environmental communication from experts' point
Subject Areas : sociologyesmaeil pordelshad 1 , amir abolreza sepanji 2 , ali asghar keya 3
1 - Department of Communication, Journalism and Media, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - Assistant Professor, Research Institute of Humanities and Cultural Studies, Tehran, Iran.
3 - Professor of Journalism Department, School of Communication Sciences, Allameh Tabatabai University, Tehran, Iran.
Keywords: connections, media model, Environment, Ground Theory, Television.,
Abstract :
Due to its significant impact on individuals and society, environmental issues have captured the attention of many individuals, experts, and even politicians. This research aimed to propose a media model for enhancing and expediting environmental communication using the grounded theory method. The study focused on key environmental issues that serve as indicators for evaluating international organizations. These issues include water, air pollution, energy consumption, natural resources, waste management, greenhouse gases, and biodiversity. To develop the media model, interviews were conducted with 16 experts in the fields of environment, communication sciences, social sciences, and geography, most of whom were professors at prestigious universities. The experts were selected using the snowball method. The findings of the research, based on the implementation and analysis of the interviews, highlight several factors contributing to environmental ignorance and lack of information and knowledge. Contextual factors, such as political-legal considerations, social and cultural conditions, and intervening factors like technology and audience, were identified. Additionally, strategic factors were acknowledged as influential in achieving desirable media outcomes, including diversity, concentration, innovation, and building trust in television as a national media platform. These outcomes can effectively contribute to the promotion and dissemination of environmental awareness among both traditional and younger audiences.
