Media Influence on Climate Change Behaviour and Livelihoods in Kamulanga Ward 9, Lusaka: An Assessment of Information Dissemination Effects

Abstract

This study examines the influence of media-driven climate change information on public perception, behavior, and livelihoods in Kamulanga Ward, Lusaka, Zambia. While media is widely recognized for its capacity to raise climate awareness, limited empirical evidence exists on whether such awareness translates into sustained behavioral and livelihood change in urban communities in the developing world. This study addresses that gap by examining the relationship between media exposure, perception, behavioral outcomes, and livelihood adaptation within a context shaped by socio-economic constraints. A convergent mixed-methods design was employed, integrating quantitative and qualitative data collected concurrently and analysed separately before being integrated at the interpretation stage. Data were obtained from 105 respondents using semi- structured questionnaires and semi-structured interviews. Quantitative data were analysed using descriptive statistics, Pearson’s correlation, one-sample t-tests, and ANOVA, while qualitative data were analysed thematically following Braun and Clarke (2006). The study was guided by Diffusion of Innovations Theory (Rogers, 2003; Garcia-Avilés, 2020) and Social Learning Theory (Bandura, 2010). Findings show that media significantly enhances awareness and shapes perceptions of climate change. However, this awareness does not consistently translate into behavioral change. Perceptions remained moderate and often neutral, suggesting that information is received but not fully internalised. Behavioral change was statistically significant but practically moderate and uneven, occurring most where information was actionable and locally relevant. Livelihood impacts were indirect and constrained by structural factors, including limited resources, infrastructure, and economic capacity. The study concludes that media-driven climate communication is necessary but insufficient. Its effectiveness depends on the interaction between communication quality, contextual relevance, and enabling socio-economic conditions. The study recommends a shift toward localized, participatory, and action-oriented communication strategies supported by multi-stakeholder collaboration and structural interventions.