Role of Social Media in Environmental Activism

Abstract

This study examines the role of social media in enhancing environmental awareness and stimulating environmental activism. It explores how internet-mediated platforms influence public participation, interaction, and social change in environmental movements. Using a qualitative research approach based on thematic analysis, the study analyses 12 peer-reviewed scholarly articles, along with reports from non-governmental organisations and government publications. The findings demonstrate that social media has a strong capacity to raise environmental awareness and mobilise individuals and communities more efficiently than traditional advocacy methods. Key features such as rapid information dissemination, broad accessibility, and emotionally engaging content contribute significantly to public involvement. However, the study also identifies key challenges, including misinformation, unequal access to digital technologies, and superficial engagement that may limit long-term behavioural change. The research concludes that while social media is a powerful tool for environmental activism, its effectiveness is maximised when combined with strong policy frameworks, digital literacy, and offline community engagement to achieve meaningful and sustainable environmental impact.