Communicating environmental awareness through social media

Abstract

People have become dependent on social media to communicate, to stay updated with what is going on in the world, or for entertainment purposes. This study looks at how environmental awareness is being communicated through platforms across social media and whether it has an impact on today's society. It also explores how people voice and actively support a cause through social media, rather than physically doing so. A general survey was conducted so as to obtain a better understanding of environmental activism on social media. Interviews were also conducted as a means to understand in more depth how non-governmental organisations, influencers and activists use social media platforms to pass on messages, create change and organise events. Furthermore, this study also came to a conclusion that Facebook and Instagram are the two most used social platforms; Facebook is popular amongst the older generations while Instagram is favoured amongst Generation Z users. The results suggested that people online are more willing to share and support a cause digitally, rather than physically. This was highlighted by both the general survey as well as the set interviews.