From Passive Observers to Local Actors: Influence of Media Framing on Environmental Engagement among Underserved Student Populations

Abstract: This study explores environmental awareness and engagement among rural, working-class students in the United States—a social group often identified as passive observers of youth activism. This research examines the underlying reasons for this phenomenon and the societal factors that drive individuals to participate in environmental initiatives. It is based on a survey and experimental research conducted among 90 community college students on Eastern Long Island, New York, most of whom are first-generation college students and come from relatively conservative, rural or small-town communities. After responding to questionnaires regarding their learning experience on environmental issues in school, participants were asked to view two short videos reporting on climate change with contrasting framings: one more global and science-driven, focusing on the causes and effects of climate change, and the other more local and narrative-driven, reporting small technological solutions. Their reactions to each report were collected in open- and closed-ended questions. The study indicates that most participants had minimal opportunities for learning about the environmental crisis in their prior education and community interactions, and they do not perceive the urgency of taking action. In addition, while they recognize the value of scientific validity, they are more inspired by optimistic narratives that highlight applications and achievable solutions in their real lives. These results underline that tailored communication strategies and curriculum reform play key roles. Especially in underserved collegiate populations, education and media framings that connect local relevance, emotional engagement and hopeful messaging are most effective in fostering sustainable awareness and civic engagement. Keywords: environmentalism, activism, media, rural, inequality, youth