Media Information Role in Enhancing Sustainable Environmental Management Awareness

A Case Study of Chumbageni Ward in Tanga, Tanzania

Abstract

The relevance of media in fostering awareness of sustainable environmental management is becoming increasingly significant, particularly in rapidly developing urban centres. This study evaluates the influence of media in enhancing sustainable environmental management in the community. A mixed-methods research design was employed, integrating both quantitative and qualitative approaches. Chumbageni Ward, in Tanga City, was purposively selected, and 75 respondents were randomly sampled from three streets in the ward.  Additionally, 5 media personnel and 3 street leaders were purposively selected as key informants. Data were collected using a semi-structured questionnaire and interviews. Quantitative data were statistically analysed using SPSS v20, while qualitative data were subjected to content analysis. The findings indicate that information around waste is a relatively highly featured environmental issue in the media, followed by climate change. Television emerges as the most highly approved media channel for broadcasting environmental news, while social media ranks second. Additionally, the respondents had varied views on the accuracy and reliability of environmental information presented in the media. The findings further indicate the acknowledged media's significant role in enhancing the community’s awareness of sustainable environmental management. To improve ecological communication, media should fact-check content through expert consultation, share local environmental  success stories to inspire action, tailor messages to specific audiences using appropriate formats and languages, and provide regular training for journalists to improve clarity, accuracy, and impact in environmental reporting.