International Journal of Sub-Saharan African Research (IJSSAR)

Background: Climate change is a pressing global issue that requires immediate attention and action. Nigeria, like many other developing countries, is vulnerable to the impacts of climate change, including rising temperatures, changing rainfall patterns, and increased frequency of extreme weather events. The media plays a crucial role in shaping public knowledge and perceptions of climate change, yet little is known about how newspapers frame climate change issues and how this framing influences audience knowledge in South-East, Nigeria.
Objective: This study examined the relationship between newspaper framing of climate change and audience knowledge in South-east Nigeria.
Method: The research employed a mixed-methods design, combining content analysis of newspaper reports with a cross-sectional survey of 384 respondents (347 usable responses). Results: Findings showed that there is a significant correlation between media framing and knowledge, beliefs and engagement, with cultural beliefs showing near-perfect alignment with media perception.
Conclusion: Newspapers in South-Eastern Nigeria, through their emphasis on environmental impacts, economic ramifications and scientific explanations, have established a baseline understanding of anthropogenic causes of climate change. However, the media’s generally negative tone, albeit mitigated by solution-oriented reporting, risks promoting resignation unless accompanied by concrete initiatives. Unique Contributions: The study contributes to climate communication theory by illustrating how cultural narratives mediate media interpretation, extending framing and agenda-setting theories in non-Western contexts. Key Recommendations: There is the need for equitable climate communication that harmonises global evidence with local realities, offering actionable insights for policymakers, media practitioners, and researchers working in socio-culturally diverse regions.