Document Type : Research Paper
Authors
1
Tehran Municipality's Department of Environment and Sustainable Development
2
Assistant Professor, Environmental Sciences Research Institute, Shahid Beheshti University, Tehran, Iran.
10.22080/jsn.2024.28085.1084
Abstract
Context and Purpose:Considering the human origin of many factors causing contemporary environmental crises, it seems that the best solution is to change human attitudes and behaviors. This transformation requires enhancing the environmental literacy of individuals and groups. This research was designed and conducted to examine the role of television in increasing environmental awareness using the Elaboration likelihood model in Tehran.
Methodology:The statistical population of this study consisted of students from Tehran universities. Based on the items used in the questionnaire and the responses, it can be understood that the audience is interested in watching and increasing the number of programs focused on and attentive to the environment, believing that these programs enhance their enjoyment and promote a green lifestyle.
Findings: However, according to the responses regarding awareness-raising items, television shows significant weaknesses in reflecting, explaining, and clarifying instances and concepts related to the country’s natural resources and environment, failing to meet their needs and adequately address environmental issues.
Conclusion:Therefore, the quality of reasoning and cognition in environmental educational programs on television should be emphasized more. People respond to persuasive messages through mental and cognitive reasoning and evaluate them. And using a secondary route such as using celebrities has less effect. This means that scientists, experts, and researchers should be used more. Considering the biological capacities of the country that we enjoy due to its geographical and climatic location, it has provided special conditions that the media, especially television, can use to prepare various programs. Also, the extent and intertwining of environmental challenges and crises such as water resource shortage, subsidence, air pollution, land use change, forest fires, and waste management require that the Iranian Broadcasting Corporation pursue a scientific and continuous approach in order to create concern for various environmental issues. The evaluation probability model was designed and implemented in Tehran.
Keywords
Main Subjects
)