The Role of Digital Media in Environmental Awareness in Karachi – Investigating the Effectiveness of Digital Media in Spreading Environmental Awareness

Environmental issues in Karachi is increasing significantly nowadays and this is becoming an alarming sign for the health of the citizens these issues are often promoted through digital media.. The purpose of this study is to explore how digital media is spreading awareness regarding environmental issues to the people in Karachi. Qualitative research method was followed, while in-depth interviews were conducted with 50 residents of Karachi. Thematic analysis was performed to analyze the interviews. Findings suggest that digital media is a key source in spreading environmental awareness. Social media platforms, like facebook, Instagram, twitter, tiktok, whatsapp, snapchat, online news portals, and digital campaigns are particularly effective at getting that message across. The study also reveals some clear patterns. Accessibility and engagement are key. Influencers and activists have a big role to play in environmental awareness through social media. Misinformation and skepticism are major challenges. Government and institutional involvement is essential. Social media can foster awareness and discussion, but it also creates challenges like information overload, credibility issues, and limited behavioral change. It is recommended that a collaborative effort from content creators, policymakers, and educational institutions to make the most of digital media's impact on environmental awareness in Karachi.