Media and environmental awareness : a geographical study in Kembata Tembaro Zone, southern Ethiopia

Abstract

In Ethiopia people are highly dependent on natural resources which often lead to environmental degradation. The perception is that environmental degradation is partly due to lack of environmental awareness. The level of environmental awareness and the role of the media in creating awareness in Kembata Tembaro Administrative zone were investigated. Quantitative and qualitative methodologies were used to identify sources of environmental knowledge, content, spatial extent, volume and priority of media coverage, impact of media, and expectation of audiences and producers. Experience, rather than outside sources, such as provided by the media, is the main source of environmental information, but awareness is key to reduce further environmental degradation. Environmental media programs should be transmitted at suitable times and the experiences of successful farmers in natural resources conservation and development should be shared. Attention should also be given to identification of awareness obstacles and training and sensitizing of journalists on environment issues