Environment demands keener and deeper reporting and discussion techniques.There is a common understanding that deterioration of the environment in Ethiopia is partly due to lack of awareness about the environment. However, studies conducted in Ethiopia on this issue are very limited. But demonstrating the realities of man’s continuing devastating impact on the environment is not just a task for schools, government agencies and charities. It is above all, the role of the media.The media are often the sole source the public receives information from concerning environmental issues and other science-related topics. Environmental journalists have a challenging task before them. What they translate for the public is a language full of possibilities.Hence, all the information aired on the media intended to influence people need to be framed in a desired way to achieve the targeted goal. The media’s agenda setting on environment cannot be enough alone. The media’s success in framing these environmental issues has a paramount importance in achieving its desired goal. How far has the Ethiopian state television, ETV, managed to understand the science of environmental reporting?

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