Abstract
Pakistan is considered a highly vulnerable country because of the
disastrous effects of climate change. Billion Tree Tsunami
campaign by Pakistan Tehreek-e-Insaf (PTI) government in
Khyber Pakhtunkhwa (KP) province of Pakistan in 2014 was the
first attempt to mitigate climate change effects. The campaign was
politicized and got media attention because of accusations of
mismanagement, corruption and using the campaign for political
motives by PTI. Studies on climate change communication assert
that management of perception in such campaigns should be
handled with great care as any is communication and
misperception thus created could have serious consequences for
the future of any effort carried out for climate change mitigation.
Therefore, this study was conducted to know the perception of
youth on the Billion Tree Tsunami campaign. Climate Change
Risk Perception Model by Linden (2014) was used to develop a
conceptual framework for the study. The quantitative method of
the survey was used for data collection. Data was collected from
five hundred respondents belonging to KP. It was found that the
politicizing of billion tree tsunami campaign affected the
perception of youth. The youth had a mixed perception of the
campaign. They believe that they feel motivated to work for
climate change mitigation after the campaign. It was found that
the campaign was visible on media and PTI provided endorsing
evidence from independent sources to support the campaign. On
the other hand, there was a little effort for ensuring cross-sectional
participation and minimizing opposition to it. It is also found that
youth motivation to work for climate change mitigation is
correlated to enhancing visibility and providing evidence through
media whereas, it is not correlated to political affiliation.
Fahad Mahmood. (2020) Politics for Environment: Youth Perception on Campaign for Billion Tree Tsunami to Combat Climate Change Situation in Pakistan, Journal of Media Studies, Volume-35, Issue-1.
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