The ecological issues provided by the media

The provision of information and skills has gained popularity in the quest to empower communities with radio broadcasting as a unique and effective tool.

Chapman et al (2003) reported that the growth of rural radio stations reflects both the improvements in information technologies and the shifting of development paradigm towards a more participatory style of information and knowledge transfer. Kumar (2004) identified radio as an avenue for participatory communication and as a tool relevant in both economic and social development.Roba (2012) notes that lack of awareness among the general public and decision makers in the country could negatively impact adaptation and mitigation efforts related to environmental change. The role of the modern media is one of the most important factors underlying the knowledge of environmental problems. This can only be done on condition that the media are accessible to a large proportion of the population, a specific period of time is allocated to environmental issues, and people are interested in the information on ecological issues provided by the media so that they view or listen to the corresponding programs, news as well as read newspaper articles or other written publications dealing with environmental issues (McQuail 1994 as cited in Roba, 2012).The environment is one of the key concerns for many cities and countries around the world.

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By definition, the environment encompasses surroundings in which an organism operates, including air, water, land, natural resources, flora, fauna, humans, and their interrelation (Flemstrom, 2003). According to World Wildlife Fund (WWF 2010), the environment also refers to the complex of physical, chemical, and biotic factors (such as climate, soil, and living things) that act upon individual organisms and communities, including humans, and ultimately determine their form and survival. It also views environment as the aggregate of social and cultural conditions that influence the life of an individual or community. Apparently, all definitions emphasize the importance of the environment for life. In an attempt to define development, Bass (2006) identifies four criteria of good development: increasing the asset base and its productivity per person, empowering poor people and marginalized communities, reducing and managing risks, taking a long-term perspective including subsequent generations. He then argues that the environment is central to all these constituents of good development