An Analysis of how Various Media Outlets in India Promote Awareness of the SDGs, with a Focus on Coverage Quality, Reporting Depth, and Audience Engagement Strategies

Abstract

The Sustainable Development Goals (SDGs), adopted by the United Nations in 2015, represent a global agenda to address critical issues such as poverty, education, climate action, and gender equality by 2030. Media plays a pivotal role in raising awareness, shaping public discourse, and mobilizing action towards these goals. This research examines how various media outlets in India engage with the SDGs, with a focus on coverage quality, thematic depth, and engagement strategies. The study employs a mixed-methods approach, combining content analysis of news articles, interviews with journalists, and audience surveys to understand the dynamics of SDG communication. Results reveal significant disparities in coverage quality across different media types, with traditional outlets focusing on surface-level reporting, while digital platforms employ innovative strategies to foster engagement. The paper concludes with recommendations for enhancing media’s role in advancing the SDG agenda in India.