Television's Role in Environmental Awareness: A Study of Public Perception in Northern Afghanistan

Environmental preservation is one of humanity's most critical concerns. The media holds a responsibility to raise awareness and foster a culture of environmental presevation and stewardship. The present study examines the functions of television from the citizens' perspective in three northern provinces of Afghanistan (Balkh, Jawzjan, and Sar-e Pol). The research utilizes a survey method, with a questionnaire employed as the primary tool for data collection. The statistical population of this research consists of citizens from the three selected provinces, with a relatively targeted sampling strategy encompassing various strata, including differences in gender, education level, age, and occupation. The theoretical framework for this study is grounded in prominent media theories, specifically the Uses and Gratifications Theory and the Social Responsibility Theory. The findings indicate that Afghan domestic television channels have devoted limited attention to producing programs related to environmental issues. Coverage of ecological news is largely restricted to instances where the news meets the criteria for "hard news" with significant news value. The perspectives of the surveyed population reveal that the level of audience trust and satisfaction with the current amount of awareness-raising programming on environmental preservation is low. Moreover, the findings suggest that, except for occasional advertisements by specific organizations, most domestic television networks in the country do not incorporate environmental awareness programs into their regular broadcasting schedules.