In today's world, the environment has become one of the vital and fundamental issues of human societies. The process of its destruction continues at an alarming rate, and confronting this crisis requires the comprehensive mobilization of cultural, educational, and communication resources. The media, as one of the most effective means of mass communication, plays a key role in informing, educating, and raising public awareness of environmental issues. People's influence on the media shapes their behavior and attitudes toward the environment and can pave the way for sustainable development in societies. Environmental education, especially among children and adolescents, as future ambassadors of the environment, can institutionalize a culture of preserving and respecting nature through the media. This article, using a descriptive-analytical approach, examines the role of the media in protecting the environment and their impact on the behavior and general culture of society. In this regard, the views of experts, scientific sources, previous studies, and media experiences have been analyzed. Controlling environmental factors and reducing pollutants that threaten environmental health requires targeted education through the media. Mass media, with their ability to transmit, stabilize, change, and even control environmental attitudes and behaviors, can act as a cultural arm of sustainable development. This article aims to explain this role and provide solutions for more effective use of media capacities in the path of environmental protection and sustainable development.

Keywords: Media, Culture, Environment