In an era defined by escalating climate risks and biodiversity loss, the media has emerged as a powerful force in shaping public awareness of environmental issues. Few eco-journalists embody this influence more deeply than Sir David Attenborough, whose lifetime of storytelling has made him the world’s most trusted environmental voice.
As he enters his hundredth year, Sir David recently launched what he calls one of the most important films of his career. Ocean, a cinematic call to protect marine ecosystems, highlights how the sea is not only Earth’s support system but also humanity’s greatest ally against climate catastrophe. “After almost 100 years on the planet,” he said, “I now understand the most important place on Earth is not on land, but at sea.”
This message exemplifies the media’s role in translating scientific urgency into emotional resonance. A previous example is the BBC’s Blue Planet II, also narrated by Attenborough, which significantly influenced consumer behaviour around plastic waste. In the United Kingdom, 88 per cent of viewers reported changing their habits after watching the programme, contributing to national bans on several single-use plastic items. Its vivid storytelling made the degradation of the ocean feel immediate and personal.
Globally, media continues to inform, mobilise, and at times pressure governments and corporations into environmental action. International investigative groups now collaborate across borders to uncover illegal logging, track climate finance, and visualise deforestation through satellite imagery. Whether through compelling documentaries or data-driven exposés, environmental journalism pushes nature and climate issues to the forefront of the global agenda.
Local Momentum with Regional Relevance
In Oman, media increasingly shapes local environmental awareness. Following Cyclone Shaheen, Omani influencers leveraged social media platforms to coordinate clean-up efforts, sharing images of cleared wadis and restored public spaces. These viral campaigns reframed environmental responsibility as a shared community endeavour.
Routine Omani social media efforts similarly highlight community clean-ups of nature reserves and beaches. These campaigns blend global digital trends with Omani narratives, fostering a grassroots sense of environmental stewardship. One of the most striking examples of this grassroots momentum is the story of Fahad Al Abri. What began as a one-man clean-up initiative grew into a national movement, eventually making him the face of anti-littering campaigns in Oman. With his ukulele in hand and a message of environmental pride, Fahad broke a Guinness World Record while playing music and running during the Muscat Marathon. His original song, “Matloob lel Adala” (Wanted for Justice), became a viral anti-littering anthem among young Omanis, often sung at schools, events, and community drives. His story illustrates how culture, creativity, and consistency can spark widespread environmental impact.
Across the Gulf, similar momentum is building. In Saudi Arabia, interactive digital media highlights wildlife conservation efforts, while Emirati journalists integrate cultural storytelling into climate reporting. At COP28, a pan-Arab climate journalism initiative was launched, uniting regional reporters to offer accurate, Arabic-language climate coverage, underscoring the media’s growing regional influence.
Internationally, eco-journalism continues to evolve rapidly. In Thailand, journalists collaborate with designers to produce data visualisations explaining forest policy impacts. In Africa, the InfoNile project brings together reporters from eleven Nile basin countries to investigate shared water challenges. These collaborations provide broader perspectives and technical depth than individual newsrooms could achieve alone.
Investigative journalism remains central globally. In Latin America and parts of Asia, environmental journalists often embed themselves within communities impacted by pollution or resource scarcity. This human-centred approach helps audiences connect emotionally with environmental issues, increasing public engagement. In the United States, exposés revealing fossil fuel companies’ knowledge of climate risks have triggered lawsuits and legislative hearings. In Europe, journalists exposed misleading carbon offset programmes and greenwashing in major industries. Such investigative stories not only reveal wrongdoing but also spur regulatory and market change.
Risks and Barriers Facing Journalists
Despite increasing influence, environmental journalists face significant challenges. Greenwashing is widespread, with corporations crafting carefully worded narratives that portray them as sustainable without genuine action behind their claims. Verifying these stories requires time, expertise, and editorial independence. Political sensitivities add another layer of complexity. Reporting on pollution or water management can carry risks, particularly in regions where environmental coverage is tightly controlled. Journalists may be pressured to avoid or dilute their reporting. UNESCO has recorded more than 300 violent attacks on environmental journalists in the past five years. At least 44 have been killed since 2009, with impunity remaining the norm.
In the Gulf region, direct threats are less common, but subtle pressures do persist. Journalists may be discouraged from probing too deeply into sensitive topics or challenging powerful actors. This environment, combined with a lack of funding and specialised training, can inhibit the depth and quality of environmental reporting. Without dedicated environmental desks, news coverage often becomes reactive or superficial. This increases the risk of unintentionally portraying greenwashing as genuine progress.
Building Science and Media Partnerships
Addressing these challenges requires stronger collaboration between the media and the scientific community. Environmental reporting demands specialised knowledge, from interpreting climate data to understanding ecological impacts. Without access to experts or reliable data, stories risk misinformation or oversimplification.
Omani research institutions, such as Sultan Qaboos University and the Environment Authority, along with environmental consultancies specialising in accurate data and reporting for their respective projects, could play an essential role by providing journalists with expert briefings, reliable datasets, and practical training. Media outlets, in turn, must invest in developing scientific literacy among their staff. Training programmes, joint workshops, and dedicated science-media communication hubs can help bridge the gap between research and public understanding. These efforts not only improve the quality of journalism but also bolster public trust. When environmental stories are explained clearly and credibly, citizens are more likely to engage, and policymakers more likely to take action.
Environmental journalism is no longer a niche pursuit; it is central to how societies understand and respond to the greatest challenges of our time. As Oman continues to pursue its sustainability goals, a scientifically informed media must be part of that journey. The way nature and climate stories are told today will shape society’s response tomorrow.
The writer is an Omani environmental strategist and advocate for sustainable development, focusing on climate change impacts in the Middle East and women’s empowerment in environmental solutions. Follow her on LinkedIn:
@RumaithaAlBusaidi
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