Abstract
Media, particularly social media, increasingly shape environmental awareness, especially in urban areas in which environmental issues are highly visible. However, existing research indicates that greater awareness does not necessarily lead to increased concern or more environmentally responsible behavior. The article examines the relationship between media exposure and environmental awareness among young people in Almaty, focusing on air pollution, a major urban issue. A mixed-method approach was used, combining survey data with media content analysis. The formal questionnaire assessed key aspects of environmental awareness, including exposure, percep-tions, and concern. Media coverage of air pollution was also analyzed to find dominant frames and narratives. The results of this research show that respondents understand and express a high level of awareness of air pollution. But this awareness does not translate into real emotional concern or behavioral inten-tions. Results also show that the media can set the agenda and shape perceptions of environmental risks, influencing whether they are perceived as abstract or personally relevant information. Drawing on up-to-date empirical material, the article also addresses the underrepresentation of Central Asia in environmental communication research. It is also important to rethink the role of social media, as it is not only a source of information but also an instrument for shaping environmental percep-tions and engagement.