A Study on the Role of Facebook in Highlighting Climate Change Issue

Abstract

The contribution of Facebook towards raising awareness about climate change among university students has been explored through a quantitative study based on a cross-sectional survey research design. The sample included 50 active Facebook users from the Mass Communication Department of The Women University, Multan. Data were collected using an online survey questionnaire, and descriptive and inferential statistics in SPSS were employed to analyze the data. Findings show that 76% of the respondents are well-informed about climate change, and 86% find it a priority. Although 50% believe Facebook propagates news about climate change, the biggest percentage (40%) is indifferent, showing skepticism about the authenticity of content. Additionally, 44% believe Facebook helps in providing early warnings for climate catastrophes, but 48% are still doubtful about its effectiveness. Emotional responses were also observed, with 51% of the participants indicating that they felt frightened by climate posts and 64% indicating that they felt urged to take action. The study further finds that 59% consider Facebook effective in reaching large audiences and 54% admit its role in government-sponsored climate campaigns, though its effectiveness is dubious. The report emphasizes the need for authoritative, science-based climate information, increased government involvement, and better online strategies to establish public confidence and action.