The Effectiveness of Institutional and User Generated Content in spreading Environmental Awareness among Egyptian Youth ( A Case study on Global Warming )

Document Type : Original Articles

Authors

1 New Cairo Jasmine 1

2 Arab academy for science and martitim

Abstract

The interconnectedness of sustainable development and climate action is crucial for the well-being of present and future generations. Recognizing the urgency to combat climate change and its impacts, the United Nations has designated climate action as the 13th goal in its sustainability agenda for 2023. In this context, the media plays a vital role in fostering eco-literacy and sustaining life on Earth.

This study examines media coverage of climate change in Egypt, focusing on both institutional and user-generated content. Specifically, it aims to understand the impact of this coverage on Egyptian youth's perceptions and awareness of global warming and broader environmental issues. Employing semiotic analysis, the research explores visual aids related to global warming news on selected official pages. A survey was administered on a purposive sample of 200 media college students to gauge the level of awareness regarding environmental issues and global warming. Three hypotheses were formulated to identify differences in youth awareness based on institutional and user-generated content. The semiotic analysis reveals a lack of variation in visual aids, resulting in redundancy without effective representation. Survey results emphasize the significance of both institutional and user-generated content in disseminating knowledge about global warming.

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