Media as a Tool for Raising Environmental Awareness: A Field Study of Youth in Cairo and Tunis.

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The study aimed to identify the role of the media in developing environmental awareness among youth in Cairo and Tunis. The study followed the anthropological approach, the historical approach, the descriptive analytical approach, and the comparative approach. The study tools were the interview and the questionnaire, The study relied on the theory of cultural implantation and the theory of the strong influence of communication media. The study sample consisted of 300 young people (180 males and 120 females). The sample consisted of 150 Tunisian youth and 150 youth in Cairo.
The study reached a set of results, the most prominent of which is changing the environmental values of young people, as the study confirmed that the media brings about relatively positive changes in the system of environmental values of young people, but it has not yet reached a deep or radical impact, and the readiness of young people to change their environmental behavior, as the majority of young people have a desire and psychological readiness to adopt positive environmental behavior, which reflects the possibility of change if the messages are directed appropriately.

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