Ideological Framing and Climate Change in Pakistani Media: A Critical Discourse Analysis

Abstract

This research examines the ideological framing of the climate change in Pakistani media through a CDA of public service messages, utilizing a mixed-methods approach. Pakistan's expanding vulnerability to climate change, state-led awareness campaigns have ended up fundamental in affecting public action and understanding. The research coordinating qualitative discourse analysis with quantitative overview information to look at how messages which are related to climate build stories of urgency, responsibility, and environmental citizenship. Fairclough's 3d model of CDA guides the qualitative research of chosen public service messages, centering on their visual and linguistic strategies. At the same time, quantitative information collected through an organized questionnaire gauges' public recognition with respect to the ideological tone and effectiveness of these messages. The research finds that discourse of climate in public informing tends to advance a nationalistic and formative ideology, frequently emphasizing government efforts whereas marginalizing systemic and worldwide causes. The integration of public supposition further uncovers a gap between audience interpretation and institutional messaging. These discoveries contribute to broader discourses on environmental communication, Eco linguistics, and the part of media discourse in forming ecological awareness within the Global South.