International Journal of Media & Development Communication

Framing Climate Change Through Radio and Social Media Integration for the Hyperlocal Community of Baguio City, Benguet, Philippines

Dennis V. Gutierrez — Sat, 25 Jul 2026 00:00:00 +0000

Abstract
This study examines how a climate change information campaign using radio and social media framed the global issue as a local concern. Produced by the researcher/producer, the materials integrate production and research in this practice-led inquiry. Data was extracted from 95 audio and video frames to identify the framing and reasoning devices used, their functions, and how they motivated climate action through individual household agency. The findings reveal the role of local languages, community contexts, regional examples, relatable personalities, and
relevant media partners in tailoring climate messages for local communities. Framing analysis indicates that the key messages did not diminish in clarity and intent across platforms. The study concludes that climate change communication must (1) break down complex ideas and technical language into actionable attributes; (2) use local language and code-switching for concepts that do not have local translations; (3) use a relatable catchphrase that encapsulates the core frame, addresses the audience, and used repetitively; (4) develop self-sufficient but interlinked materials to avoid information overload; (5) employ scheduling strategies; (6) acknowledge community contexts; (7) use familiar local settings; (8) maximize the affordances of the selected medium; (9) collaborate with relatable and trusted local influencers; and (10) partner with relevant local media to expand reach. For researchers and practitioners, this study shows a systematic approach of evaluating frame production. For climate communicators, this research contributes to growing information on the use of framing for local action. For development communicators, this study provides a framework for community-centered cross platform communication.

Beyond Awareness: An Analysis of Behavioral Framing in Digital Media Climate Change Campaigns in Pakistan

Tayyeba Akmal — Sat, 25 Jul 2026 00:00:00 +0000

In recent times, Climate change & environment concerns are high for both developing & developed states. Pakistan, as a developing state, ranked at 15th according to Climate Risk Index 2026. Pakistan is already struggling with many issues such as economic crisis, inflation, ethnic conflicts, political instability and security threats. In this scenario, environment & climate change is least discussed issue on mass media. There are few digital media campaigns in Pakistan which address the climate change issues, released by NGO’s & government. Researcher chose two digital media campaigns & analyzed the video content of them. Under the lens of Framing Theory, researcher developed themes of Risk Framing, Responsibility Cues, Action Directives & Emotional Appeals. The main focus of thematic analysis was behavior changing indicators portrayed in content. These themes helped the researcher to critically evaluate the climate communication messages of digital media & their ability to influence audience’s behavior. After the thematic analysis of content, researcher reveled insightful observations on digital media content which must be beneficial for future climate communication researches.

The Intersection of Deepfake Technology, Post-Truth Media, and Credibility Judgments among Social Media Users in Pakistan

Shahzad Iqbal, Shehryar Abbasi — Sat, 25 Jul 2026 00:00:00 +0000

Drastic development of the deep fake and Artificial technology has highlighted the issue of misinformation, credibility judgements, and media information literacy in post truth media environment, where an emotional appeal to the heart and ideology can win and prevail over factual truth, so they are being subjected to misleading visuals at times of excessive information overload to the individuals. Therefore, this paper examines the credibility judgements, deep fake awareness and media information literacy of Pakistani University students in information overloaded digital arena of post truth media world. A survey design is used with a structure of a Likert scale to gather the data. Results showed that that post-truth media orientation and information overload are important predictors of credibility judgments, whereas media and media literacy have a positive effect on evaluative capacity. On the contrary, deep fake awareness does not come out as an important predictor on its own, which suggests that critical skills are not enough to combat misleading media act because of awareness alone. Cognitive and contextual factors are more important in the evaluation of credibility judgements than technological awareness, which means that the study is an empirical contribution to the post-truth and misinformation academic field. In practicality, the results show the need of institutional media literacy education among the masses, especially in the developing nation where the rate of digital growth is very high. This research will be providing both theoretical and empirical as well as policy-wise information to scholars, teachers, and regulators who need to deal with the issue(s) of misinformation as a result of the deployment of deep fakes.

Dependency on AI Chatbots for Emotional Regulation and Gratification: A Case of Pakistan

Amina Saleem — Sat, 25 Jul 2026 00:00:00 +0000

The fast development of Artificial Intelligence (AI)-based chatbots has considerably changed the patterns of interpersonal communication and emotional support. Chatbots were originally intended to be used in information searching and the automation of functions, but they are now used as a means of emotional self-control, stress relief, and psychological comfort. Using the Uses and Gratifications Theory (UGT), in this paper, we explore how users become addicted to AI chatbots to meet their emotional and cognitive needs. This paper suggests a Gratification-to-Dependency Pathway, which describes how the continuous communication will lead to intimacy, trust, and subsequent emotional dependency. The study uses a quantitative survey technique to examine the relationship between emotional gratification and overuse of AI. The results have the potential to advance the disciplines of digital psychology and communication by outlining how AI will shift to a supportive device or even an emotionally meaningful agent in the lives of users.

Social Media as a Platform for Risk and Science Communication: A Qualitative Analysis of Organizational Strategies in Pakistan

Amara Zafar — Sat, 25 Jul 2026 00:00:00 +0000

The goal of the research is to investigate the methods of risk communication using social media and science. It is crucial to have a thoughtful discussion about fundamental scientific concepts and pertinent social issues, such as risk. The study examines the ways various types of organizations have utilized social media, identified prominent social media campaign patterns, and provided valuable lessons and practical recommendations for using social networking sites for risk communication. The study's focus is on communicating scientifically unsafe information as well as communicating scientifically risky information via social media. The research's objectives are to pinpoint strategies to enhance risk and science communication and to investigate the different ways that various organizations use social media for these purposes. The papers: (a) social media sites; (b) individuals; (c) critical communication, and (d) lessons gained are all thoroughly examined using the results. The qualitative technique is used in this study because it allows for a complete analysis of the issues surrounding science and risk communication, including the views of the participants and the state of risk communication in the scientific and other organizations they represent.