Influence of Media Framing on Public Perception of Climate Change in Malawi

Purpose: The aim of the study was to assess the influence of media framing on public perception of climate change in Malawi. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study shown that the way media outlets portray climate-related information, such as focusing on scientific consensus or emphasizing extreme weather events, can shape how individuals understand and respond to the issue. For instance, framing climate change as a scientific consensus can increase public acceptance and support for mitigation measures. On the other hand, highlighting the economic costs of climate action may lead to skepticism or resistance among certain groups. Overall, media framing plays a crucial role in shaping public attitudes, beliefs, and behaviors regarding climate change. Implications to Theory, Practice and Policy: Framing theory, agenda-setting theory and cultivation theory may be used to anchor future studies on assessing the influence of media framing on public perception of climate change in Malawi. Media practitioners should be provided with guidelines on effective framing techniques that foster positive public engagement with climate change. Policymakers should advocate for and support balanced media coverage of climate change, ensuring that all aspects of the issue are fairly represented.