The American Journal of Social Science and Education Innovations
8
https://www.theamericanjournals.com/index.php/tajssei
TYPE
Original Research
PAGE NO.
8-13
10.37547/tajssei/Volume07Issue01-03
OPEN ACCESS
SUBMITED
24 October 2024
ACCEPTED
22 December 2024
PUBLISHED
12 January 2025
VOLUME
Vol.07 Issue01 2025
CITATION
Muntaha Safi Yassir. (2025). The role of media in shaping the cognitive
awareness of sustainable development among university students. The
American Journal of Social Science and Education Innovations, 7(01), 8
–
13.
https://doi.org/10.37547/tajssei/Volume07Issue01-03
COPYRIGHT
© 2025 Original content from this work may be used under the terms
of the creative commons attributes 4.0 License.
The role of media in
shaping the cognitive
awareness of sustainable
development among
university students
Muntaha Safi Yassir
Assistant Lecturer, College of Arts, University of Baghdad, Iraq
Abstract:
Sustainable development is one of the most
important issues of concern to the international
community in the modern era. It represents a long-term
approach to achieving a balance between economic
development, environmental protection, and achieving
social justice. Achieving sustainable development
requires coordination between various stakeholders. A
mixed approach was used.
The research results showed that media, whether
traditional or digital, play an important role in raising
students' awareness about sustainable development
issues. Media enhances students' understanding of
environmental, social, and economic concepts related
to sustainability.
The research showed that digital media (such as social
media platforms, blogs, and interactive online content)
have a greater impact in attracting the attention of
university students compared to traditional media.
Students tend to follow interactive digital content that
presents sustainable development issues in an
innovative and attractive way.
Keywords:
Media. Sustainable development. Cognitive
awareness.
Introduction:
Sustainable development is one of the
most important issues that concern the international
community in the modern era. It represents a long-term
approach to achieving a balance between economic
development, environmental protection, and social
justice. Achieving sustainable development requires
coordination among various stakeholders, including
governments, international organizations, the private
sector, and civil society. In this context, media is
considered one of the effective tools for spreading
The American Journal of Social Science and Education Innovations
9
https://www.theamericanjournals.com/index.php/tajssei
The American Journal of Social Science and Education Innovations
knowledge about sustainable development and
shaping cognitive awareness among individuals,
especially the youth, who represent a large part of the
future.
Universities are the ideal environment for shaping
cognitive awareness among students, as they serve as
educational and cultural centers that contribute to
guiding individuals toward important global issues
such as sustainable development. Therefore, this
research aims to study the role of media in shaping
cognitive awareness of sustainable development
among university students, by analyzing the roles
played by media in this context, the media methods
used, and the impact of this on students' behavior and
attitudes toward sustainable development issues.
Research Problem
Sustainable development takes into account the social
and environmental dimensions alongside the
economic aspects, ensuring the optimal use of
available resources to meet the needs of individuals
while preserving the rights of future generations. The
world faces the critical challenge of environmental
degradation, which must be addressed without
compromising the needs of economic development, as
well as social equality and justice. Given the significant
impact of the media in spreading awareness for
achieving sustainable development, the research
problem arises to explore the extent of the media's
role in raising awareness.
The main research question: Is there a role for the
media in shaping the cognitive awareness of
sustainable development among university students?
Research questions:
1.
What role does the media play in increasing
university students' awareness of sustainable
development issues?
2.
Which type of media (traditional or modern) is
more influential in shaping cognitive awareness among
students?
3.
How can the media motivate students to
engage in environmental and social activities?
4.
What is the impact of media on changing
students' behaviors towards environmental and social
issues?
5.
What are the challenges faced by the media in
raising awareness about sustainable development?
Research Objectives:
1.
Analyzing the role of media in raising
awareness
among
university
students
about
sustainable development issues.
2.
Studying the impact of traditional media (such
as print media and television) and modern media (such
as the internet and social media) in shaping this
awareness.
3.
Identifying effective media strategies for
conveying sustainable development concepts to
students.
4.
Examining the impact of media on students'
behaviors and community engagement in sustainability
issues.
5.
Comparing the cognitive awareness of
university students who are exposed to media content
related to sustainable development with those who are
not exposed to it.
Importance of the Research:
This research is of significant importance in light of the
growing need to raise awareness about sustainable
development issues globally. Universities represent the
central hub for educating and guiding future
generations, and therefore, understanding how the
media influences shaping students' awareness is crucial
in supporting sustainable development efforts.
Scientific Importance
: Expanding the scope of previous
studies on media and sustainable development.
Practical Importance
: Providing recommendations that
can benefit institutions and organizations aiming to use
public relations to achieve sustainable development.
Study Hypotheses:
There is a significant effect of media on shaping the
cognitive awareness of sustainable development among
university students.
METHODOLOGY
The mixed-methods approach was chosen because it
allows the researcher to collect and analyze data using
both quantitative and qualitative methods. This
methodology contributes to providing a comprehensive
and accurate picture of the role of media in shaping
students'
cognitive
awareness
of
sustainable
development.
Tools and Methods Used in the Research:
1.
Surveys: Targeted at university students to
measure their level of cognitive awareness regarding
sustainable development issues.
2.
Semi-structured Interviews: Conducted with a
sample of students to discuss the impact of media on
their behaviors and awareness of sustainability
concepts.
3.
Content Analysis: Of media programs related to
sustainable development, such as newspaper articles,
TV programs, and online publications.
4.
Opinion Polls: Collected from university
The American Journal of Social Science and Education Innovations
10
https://www.theamericanjournals.com/index.php/tajssei
The American Journal of Social Science and Education Innovations
professors regarding the role of media in guiding
students toward sustainable development issues.
Research Sample:
•
Quantitative Sample: A random sample will be
selected from university students across various
disciplines at a specific university (or multiple
universities), consisting of 200-300 students. The
survey will include questions related to their attitudes
and opinions about media and sustainable
development.
•
Qualitative Sample: A subset of 15-20 students
from the primary sample will be chosen for semi-
structured interviews. These interviews will be in-
depth and aim to gather personal insights and
explanations about the impact of media on their
behaviors and awareness of sustainable development.
Methodological Procedures:
1.
Survey Design: A survey will be designed that
includes closed-ended questions to measure cognitive
awareness, along with open-ended questions to
understand students' attitudes.
2.
Data Collection:
o
Survey Distribution: The surveys will be
distributed online or through in-person interactions
with students on campus.
o
Interviews: Personal interviews will be
conducted.
Data Analysis:
•
Quantitative Data: Statistical analysis will be
conducted using tools like SPSS or Excel to analyze
numerical data and identify patterns and relationships.
•
Qualitative Data: Thematic analysis will be
applied to the interviews, identifying key themes and
trends from the responses to understand students'
perspectives on the role of media in shaping awareness
of sustainable development.
Media Content Analysis: Studying media programs
related to sustainable development and analyzing their
content to determine how these issues are presented
across different media platforms.
Theoretical Framework
Media and Sustainable Development
Introduction:
The media is one of the key tools that contribute to
shaping the cognitive awareness of university students
regarding sustainable development issues. Through
media, students’ understanding of environmental and
social issues can be enhanced, and they can be
motivated to actively participate in efforts to achieve
sustainable development goals. With the rise of digital
transformations, it has become essential to use modern
media to broaden its impact and deliver messages more
effectively.
It is crucial for universities to continue collaborating
with the media to enhance this awareness, organizing
educational and awareness programs that focus on
sustainability in line with contemporary global
challenges.
1.
Media and Sustainable Development
•
Media is considered one of the vital tools in
spreading awareness about sustainable development
issues. It can provide scientific information and promote
environmental and social initiatives that contribute to
achieving the Sustainable Development Goals (SDGs).
•
Media helps bring about behavioral changes in
individuals by highlighting environmental and social
issues such as climate change, social justice, and natural
resource management.
Types of Media and Their Impact on Cognitive
Awareness
•
Traditional Media: Includes newspapers,
magazines, radio, and television. Although the influence
of traditional media has declined in the digital age, it still
plays a significant role in transmitting knowledge to
large segments of the audience.
•
Digital Media: Includes the internet and social
media platforms like Facebook, Twitter, Instagram, and
YouTube. Digital media is characterized by its rapid
spread, easy accessibility, and ability to attract younger
audiences.
Cognitive Awareness of Sustainable Development
•
Refers to the understanding individuals have
about the Sustainable Development Goals (SDGs) and
how these goals impact their daily lives. Enhancing
cognitive awareness about sustainable development
requires providing accurate information, encouraging
critical thinking, and promoting active participation in
environmental and social issues.
The Role of Media in Shaping Cognitive Awareness of
Sustainable Development Among University Students
1.
Education and Awareness
Media plays a crucial role in providing educational
programs focused on sustainable development topics
through documentaries, journalistic articles, and digital
seminars. For example, media can offer awareness
programs on environmental sustainability, green
economy, and social justice.
2.
Encouraging Community Engagement
Media enhances the active participation of students in
activities that promote sustainability issues, such as
The American Journal of Social Science and Education Innovations
11
https://www.theamericanjournals.com/index.php/tajssei
The American Journal of Social Science and Education Innovations
environmental campaigns, research competitions, and
student initiatives. Many universities worldwide rely
on campus media to raise awareness and promote
community involvement.
3.
Enhancing Critical Thinking
Media provides a platform for critically addressing
sustainable development issues, encouraging students
to think of innovative solutions to environmental and
social problems. It also allows them to discuss
government policies and international decisions
related to sustainable development.
4.
Transfer
of
Scientific
and
Technical
Information
Media contributes to providing scientific information
related to the environment, renewable energy
technologies, and sustainable resource management.
This information can help students gain a deeper
understanding of concepts such as climate change,
sustainable
energy,
and
balanced
economic
development.
5.
Digital Media and Its Role
-
Social media: Plays a significant role in quickly
raising awareness among university students through
digital campaigns, discussion groups, and continuous
interaction.
-
Online
Educational
Platforms:
Provide
students with the opportunity to access courses and
lectures focusing on sustainable development topics.
Media Methods in Raising Awareness of Sustainable
Development
1.
Interactive Media Content
This includes the use of blogs, podcasts, and interactive
video clips that allow students to engage with topics
related to sustainable development directly.
2.
Press Reports and Television Program
Traditional media provides research reports and field
reports focused on environmental and social issues,
which help shape public opinion on these topics.
3.
Digital Media Initiatives
This includes online media campaigns, such as
awareness campaigns on social media platforms,
aimed at encouraging students to participate in
environmental and social activities.
The Impact of Media on University Students' Behavior
1.
Increasing Environmental Awareness
Studies show that students who are regularly exposed
to media content focused on the environment and
sustainability have a better understanding of
environmental issues such as climate change and
natural resource consumption.
2.
Participation in Environmental Activities
Research indicates that students who follow media
programs focused on sustainable development are
more likely to engage in activities that promote
environmental conservation, such as sustainable
farming, recycling, and using renewable energy.
3.
Changing Personal Behaviors
There is a clear impact of media on students' behaviors
in their daily lives, such as reducing plastic use and
adopting more sustainable lifestyles.
Challenges Faced by Media in Raising Awareness About
Sustainable Development
Information Challenges
There may be a lack of accurate and comprehensive
information about sustainable development issues,
which can lead to the presentation of unclear or
distorted messages.
2.
Media Challenges
There is a lack of specialized media programs that focus
intensively on sustainable development, which reduces
the effectiveness of media in influencing students'
behaviors.
3.
Cultural Challenges
Some communities may face difficulties in accepting
sustainable development concepts due to cultural or
economic differences, making it difficult to implement
sustainability practices.
Secondly: The Concept of Sustainable Development, Its
Goals, Dimensions, and Principles
Sustainable development is a relatively modern concept
that emerged due to growing concerns about the
depletion of natural resources and the worsening of
social and economic disparities. This concept aims to
strike a balance between the needs of the present and
the future, making it a comprehensive framework for
bringing about radical changes in development policies.
Sustainable Development Concept
The concept was officially introduced in the 1987 report
"Our Common Future" by the United Nations, which
emphasized the need to balance the three aspects:
environmental, economic, and social.
Principles of Sustainable Development
1.
Equity: Ensuring that every individual receives a
fair share of the community's wealth.
2.
Empowerment: Providing every individual with
the opportunity to contribute and participate effectively
in decision-making or influencing decisions, fostering a
sense of belonging that allows them to actively engage
in the development process.
The American Journal of Social Science and Education Innovations
12
https://www.theamericanjournals.com/index.php/tajssei
The American Journal of Social Science and Education Innovations
3.
Solidarity: Promoting the idea of solidarity
among different sectors of society.
4.
Good Governance: Ensuring that individuals in
society adhere to specific principles, including
dialogue, accountability, transparency, and oversight,
to avoid corruption and other harmful influences.
3-Dimensions of Sustainable Development
-
Economic Dimension: Promoting economic
growth and creating job opportunities.
-
Social Dimension: Achieving social justice and
empowering communities.
-
The environmental dimension: preserving the
environment and reducing emissions.
RESULTS
After studying the role of media in shaping the
cognitive awareness of sustainable development
among university students, the following results can be
concluded:
1.
The research results showed that both
traditional and digital media play an important role in
raising awareness among students about sustainable
development issues. The media enhances students'
understanding of environmental, social, and economic
concepts related to sustainability.
2.
The research revealed that digital media (such
as social media platforms, blogs, and interactive online
content) have a greater impact in attracting the
attention of university students compared to
traditional media. Students tend to follow interactive
digital content that presents sustainable development
issues in an innovative and engaging way.
3.
The results showed that students who are
exposed to media content focusing on environmental
and sustainable development issues are more inclined
to participate in environmental activities and
community initiatives that support sustainability. For
example, engaging in activities such as awareness
campaigns, organizing environmental events, and
participating in renewable energy projects.
4.
The research results also showed that
university media (such as university newspapers,
magazines, and campus radio) plays a significant role
in shaping students' awareness of environmental and
social issues. It is considered one of the main sources
of information within the university environment.
University media is an important platform for
conveying and clarifying the concepts of sustainable
development.
5.
Despite the role played by traditional media,
such as television and newspapers, in raising public
awareness in general, its impact on university students
in the field of sustainable development was lower
compared to digital media. University students prefer
interactive content that provides them with the
opportunity to engage and discuss.
6.
Some challenges facing media in this field were
identified, such as a lack of accurate information,
conflicting messages at times, and the absence of
specialized programs on sustainable development
issues. It was also found that cultural barriers may affect
the acceptance of some sustainability-related media
messages in certain communities.
Recommendations
Based on the findings of the research, the following
recommendations are made:
1.
Strengthening
cooperation
between
universities and media: It is important for universities to
enhance cooperation with various media (traditional
and digital) to develop comprehensive awareness
programs on sustainable development issues. Joint
media campaigns between educational institutions and
media outlets can be organized to emphasize the
importance of sustainability in daily life.
2.
Increase the use of digital media: Universities
should focus on using digital media platforms (such as
websites, blogs, social media) to disseminate
educational and awareness content on sustainable
development. Platforms like YouTube and Instagram
should also be leveraged to reach as many students as
possible through multimedia techniques.
3.
Develop specialized media programs on
sustainable development: It is recommended to
develop dedicated media programs within universities
that focus on educating students about sustainable
development issues such as climate change, renewable
energy use, and recycling. Online courses can also be
created in partnership with media institutions.
4.
Provide interactive and engaging content:
Media should offer interactive and engaging content
that allows students to express their opinions and
participate in discussions related to sustainable
development. Educational games, competitions, and
innovative apps can be used to encourage students to
take practical steps toward sustainability.
5.
Strengthen
student
education
on
environmental issues within curricula: It is important to
periodically include sustainable development concepts
in university curricula and offer specialized courses on
environmental, economic, and social sustainability.
Media should be an integral part of the formal
educational process, allowing students to engage with
sustainability issues through case studies, research, and
projects.
The American Journal of Social Science and Education Innovations
13
https://www.theamericanjournals.com/index.php/tajssei
The American Journal of Social Science and Education Innovations
6.
Combating media misinformation: Media
should work to combat misinformation that may
hinder the dissemination of accurate information
about sustainable development. By publishing
academic reports and reliable data on environmental
and social issues, the media can help correct
misconceptions and enhance students' understanding
of the correct concepts.
7.
Supporting
student
initiatives:
It
is
recommended to support student initiatives that aim
to raise awareness about sustainability issues, by
providing media platforms in universities or online to
enable students to exchange ideas and projects that
promote sustainable development.
8.
Providing training programs for journalists and
media professionals: It is important to train journalists
and media professionals on how to accurately and
objectively cover sustainable development issues.
Workshops and training courses can be organized to
introduce media personnel to the importance of
sustainable development and how to address these
issues in their reports and media content.
CONCLUSION
This research demonstrates that media plays a pivotal
role in shaping the cognitive awareness of sustainable
development among university students. Despite the
challenges faced by the media in this area, there are
significant opportunities to use media more effectively
to transfer knowledge and enhance community
participation. Universities and media outlets must
collaborate to develop comprehensive awareness
programs that contribute to building a generation of
young people who are informed about sustainability
issues, relying on media as a vital tool for promoting
positive change.
Expected Challenges:
•
Challenges in Data Collection: There may be
difficulty in obtaining a sample that accurately
represents all segments of university students.
•
Challenges in Analyzing Qualitative Data: It
might be difficult to categorize and analyze open-
ended responses accurately.
REFERENCES
Lahmar, Nabil. 2019. "The Role of Local Media in
Forming Awareness of Sustainable Development: A
Field Study of a Sample of Listeners of Biskra Radio."
Sakra University, Algeria. p. 39.
Al-Harbi, Mohamed. 2020. "The Impact of Digital
Media on Achieving Sustainable Development Goals:
An Analytical Study of the Experiences of the Gulf
Cooperation Council Countries." Journal of Media and
Communication, Volume 22, Issue 44. p. 43.
Al-Zahrani, Nawal. 2022. "The Role of Digital Media in
Enhancing Awareness of the Importance of Sustainable
Development: A Case Study of the Kingdom of Saudi
Arabia." Journal of Media and Social Media
Communication, Volume 18, Issue 2. p. 231.
Al-Saidi, Mohamed. 2018. "The Role of Media in
Achieving Sustainable Development Goals in GCC
Countries."
Journal
of
Media
Studies
and
Communication, Volume 7, Issue 14. p. 219.
Al-Suweifi, Abdullah. 2019. "The Role of Media in
Promoting Peace and Sustainable Development." Libyan
Hala Journal. Journal of Media and Communication for
Cultural and Social Studies, Volume 17, Issue 33. p. 95.
Al-Shahabi, Mahmoud. 2018. "The Role of Media in
Promoting Sustainable Development in Arab Societies."
Journal of Media and Culture, Volume 26, Issue 3. p. 96.
Al-Abbasi, Khalid, et al. 2021. "The Role of Media in
Achieving Sustainable Development Goals: An Analytical
Study of the Arab World." Arab Media Journal, Issue 33.
p. 75.
Li, Y., Li, X., & Zhang, 2022. "The Role of Digital Media in
Promoting Sustainable Development Goals." P. 231.
DOI: 10.101724.
Our Common Future, World Commission on
Environment and Development, 1987.
R. Husam Lubadeh. "The Effectiveness of Public
Relations in Achieving Sustainable Development Goals,"
An-Najah University, 2021.
Sachs, J. D. (2015). The Age of Sustainable Development,
Columbia University Press.
