Climate change has emerged as a pressing global issue, particularly impacting developing nations. The role of the media in spreading climate science and enhancing public understanding has grown in importance. This study looks into the influence of the media in creating knowledge, perception, and changing attitude about climate change. The study was conducted in the Tiruvanamalai District of Tamil Nadu, India, with a sample size of 240 participants selected using simple random sampling. The findings reveal distinct media preferences among different generations and rural populations. The older generation shows a preference for print media, while individuals across all generations in rural areas favour electronic media. Meanwhile, the younger generation exhibits a preference for new media platforms. Moreover, significant variations were observed in the influence of print, electronic, and new media on the knowledge, perception, and attitude of rural populations. This study underlines the importance of mass media in effectively explaining the causes, effects, and urgency of addressing climate change. The results provide insights for designing targeted communication strategies that cater to the media preferences of different demographic groups. The implications of these findings can guide future efforts to enhance climate change awareness and promote sustainable behavior among diverse populations.

Climate change, Media, Knowledge, Perception, Attitude, Rural Communities