KITEMA: Media plays critical role in climate action

According to the World Economic Forum’s Global Risks Report 2021, the failure to mitigate and adapt to climate change is the most impactful risk facing communities and most countries worldwide.

It’s so alarming how climate change is defining our daily lives and operations at the moment. From shifting weather patterns that portend low food production to rising sea levels that increase the risk of catastrophic flooding, the impacts of climate change are global in scope and unmatched in scale.

Climate change is posing an increasing threat to global socioeconomic development and environmental sustainability. Climate change in Kenya and across East Africa has led to more frequent droughts.

Our country, among other countries, is already experiencing the effects of climate change. The widespread poverty, persistent droughts, floods, overdependence on rain-fed agriculture and few coping mechanisms all combine to increase people’s vulnerability to climate change.

Frequent droughts have led to the destruction of property and loss of lives, massive wildlife loss, reduced business opportunities and increased the cost of doing business as recently witnessed in most parts of the country.

To this effect, the media is an important player in cli­mate change com­mu­nic­a­tion and action plans. It shapes the public discourse about climate change and how to respond to it.

The media, in packaging content and channeling to the public, are key players in transforming individuals and communities towards climate action in many developing countries.

Through diverse reporting, the media is capable of fostering a clear awareness in the public of the challenge of climate change and causing the masses to change their patterns of behaviours and embrace climate action initiatives.

Consequently, the media has an enormous role in advocating for climate action in a county. It has a paramount role in providing a voice to affected communities and educating such communities so that they are cushioned against the impacts of climate change and how to mitigate the same in the future.

Similarly, the media can link citizens with policymakers and endorse informed and meaningful discussions and topics about climate change mitigation and adaptation.

Effective climate action needs an enhanced knowledge base of the public about climate change and equipping them with skills for climate action; something which the media can help realise. 

In regular reporting, journalists can tailor content to build the capacity of local communities to aid them to adjust to the adverse impacts of climate change.

Media involvement in climate reporting is a basis for humankind given that people need to be constantly informed. Media creates awareness and builds capacity for mitigation and adaptation options.

Its coverage of climate change remains a significant factor in shaping public perceptions, opinions, and attitudes toward the issue.

We cannot also ignore the fact that social media apparently plays a significant role in communication and initiating public discussions, including the dissemination of knowledge and messages about the dangers of climate change.

With the rising number of climate movements and actions, the messages could enhance awareness and reach policymakers for their consideration. 

Further, social media encourages greater knowledge of climate change, mobilisation of climate change activists, space for discussing the issue with others, and online discussions that frame climate change as a negative for society.

Communications and public relations specialist