MEDIA COVERAGE AND PERCEPTION OF CLIMATE CHANGE A COMPARATIVE ANALYSIS OF MAINSTREAM AND ALTERNATIVE MEDIA OUTLET

This study explores the role of media in shaping public perception of climate change by comparing the coverage provided by mainstream and alternative media outlets. Climate change is a critical global issue, and the media's portrayal of it significantly influences public understanding and action. Mainstream media, with its extensive reach and traditional journalistic standards, often frames climate change within established narratives and scientific consensus. In contrast, alternative media, which includes independent and non-traditional platforms, may offer diverse perspectives, including underreported scientific viewpoints and grassroots activism. By conducting a comparative content analysis of articles, reports, and multimedia from selected mainstream and alternative media sources, this research aims to identify differences in the framing, depth, and tone of climate change coverage. Additionally, it seeks to understand how these differences impact public perception and engagement with climate issues. The findings will provide insights into the effectiveness of various media in raising awareness and motivating action on climate change, highlighting the importance of diverse media landscapes in fostering a well-informed and proactive public.