CHANGING THE WORLD THROUGH HASHTAGS: SOCIAL MEDIA AND CLIMATE CHANGE COMMUNICATION.
DOI:
https://doi.org/10.62533/80ya4f08Keywords:
Climate Change, Social Media, Climate Communication, Social Media Activism, Climate ActionAbstract
In the contemporary era of digitalization, social media has emerged as a powerful and influential tool for communication and activism. With climate change being a pressing global issue, social media also plays its part as a medium of communication to amplify the awareness of this urgent global concern. Social media has not only become a medium to enable individuals and organizations to raise climate change concerns, but it has also established itself as a platform to hold decision-makers and people in power accountable for their actions. This paper explores social media's multifaceted role in enabling and empowering climate action while also studying the shortcomings of social media that hinder climate communication. By employing a qualitative research approach, the researchers analyze how climate change communication is facilitated or hampered through the content analysis of posts from four active Facebook pages dedicated to climate activism, chosen on the basis of the number of followers, accessibility, and the group's engagement. Additionally, this study also analyzes various ways through which social media empowers and enables social activism, such as calls to action, fostering awareness, organizing protests, and other strategies. This research aims to investigate the influence social media has on empowering activism by raising awareness about climate change. However, the researchers acknowledge social media limitations like echo chambers and the dissemination of misinformation.
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- 2025-12-26 (2)
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Data Availability Statement
The authors have not made their research data available..
